Gartner Research

Magic Quadrant for Ad Tech

Published: 11 October 2018

ID: G00353221

Analyst(s): James Meyers , Andrew Frank , Lizzy Foo Kune , Eric Schmitt


Marketing leaders are ramping up investment in an ad tech market buffeted by volatility and consolidation. As all media goes digital, digital media markets are proving both hazardous and irresistible. Use this guide to assess key players offering foundational ad execution capabilities.

Table Of Contents

Market Definition/Description

Magic Quadrant

  • Vendor Strengths and Cautions
    • Adform
    • Adobe
    • Amobee
    • Google
    • MediaMath
    • Oath
    • Sizmek
    • The Trade Desk
  • Vendors Added and Dropped

Inclusion and Exclusion Criteria

  • Notable Mentions
    • Albert Technologies
    • Amazon
    • AppNexus
    • Criteo
    • dataxu
    • Flashtalking
    • IgnitionOne
    • Innovid
    • Kenshoo
    • Neustar
    • Nielsen
    • Oracle
    • Salesforce
    • Visto

Evaluation Criteria

  • Ability to Execute
  • Completeness of Vision
  • Quadrant Descriptions
    • Leaders
    • Challengers
    • Visionaries
    • Niche Players


Market Overview

Gartner Recommended Reading

  • Ability to Execute
  • Completeness of Vision

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