Gartner Research

Understanding Ad Tech

Published: 24 April 2017

ID: G00321653

Analyst(s): Andrew Frank


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
  • Key Challenges



  • 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

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