Gartner Research

Critical Capabilities for Ad Tech

Published: 28 November 2018

ID: G00354146

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


Marketing leaders seeking greater advertising control and transparency are turning their attention to ad tech platform technology investments. In response, ad tech vendors are racing to better align products with end-user needs.

Table Of Contents

What You Need to Know


  • Critical Capabilities Use-Case Graphics
  • Vendors
    • Adform
    • Adobe
    • Amobee
    • Google
    • MediaMath
    • Oath
    • Sizmek
    • The Trade Desk
  • Context
  • Product/Service Class Definition
  • Critical Capabilities Definition
    • Ad Service Support: Creative
    • Ad Service Support: Media
    • DSP Features
    • DMP Features
    • Dashboard
    • Privacy Compliance
  • Use Cases
    • Media Plan Creation
    • Campaign Setup
    • Campaign Piloting
    • Campaign Result Analysis

Inclusion Criteria

  • Critical Capabilities Rating

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