Gartner Research

The Impact of Ad Tech on Digital Marketing Operations

Published: 08 May 2013

ID: G00249467

Analyst(s): Andrew Frank , Bill Gassman


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


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

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