Gartner Research

Understanding Ad Tech

Published: 12 March 2015

ID: G00274155

Analyst(s): Martin Kihn, Andrew Frank


Digital marketers are adopting ad tech to take charge of media buying, ad targeting and trafficking operations once managed exclusively by agencies. The benefits of taking this on come at the cost of wading into a complex and risky ecosystem.

Table Of Contents
  • Key Challenges



  • Understand the Ad Tech Landscape
  • What Is Ad Tech?
  • What Does Ad Tech Do?
  • Know the Right Questions to Ask Ad Tech and Service Providers
  • Design Advertising Programs With Measurement in Mind

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