Gartner Research

The Impact of Ad Tech on Digital Marketing Operations

Published: 08 May 2013

ID: G00249467

Analyst(s): Andrew Frank , Bill Gassman

Summary

As organizations scale up investments in digital marketing, they're often challenged by conflicts across previously segregated groups and a complex, fragmented vendor landscape. This report helps you understand these conflicts and outlines strategies for reconciliation.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • As data-driven approaches deliver improvements in marketing efficiency, they can also threaten entrenched parties and mobilize resistance to change
  • Technology and service providers are striving to address key functions across multiple channels and buying centers by aggregating data and processes, but many are biased by legacy business models and fall short in one or both areas
  • Data-driven aspects of digital marketing are creating organizational skills gaps that require increased collaboration among internal and external resources

Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.