Understanding Ad Tech


Foundational Refreshed: 23 May 2017 | Published: 24 April 2017 ID: G00321653

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Summary

Marketing leaders are adopting ad tech to take charge of media buying, ad targeting and trafficking operations once managed exclusively by agencies. This research demystifies ad tech for those who are not well-versed in the topic but seek to support programmatic advertising with data and technology.

Table of Contents

  • Introduction
  • Analysis
    • What Is Ad Tech?
    • How Are Companies Adopting Ad Tech Tools?
    • Know the Right Questions to Ask Ad Tech and Service Providers
    • Design Ad Tech Evaluation Programs With Measurement in Mind
  • Gartner Recommended Reading
© 2017 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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