Gartner Research

Master the Basics of Ad Tech

Published: 24 May 2019

ID: G00378499

Analyst(s): Andrew Frank


Enterprises are adopting ad tech tools in record numbers, but many marketing leaders are perplexed by ad tech’s arcane and controversial workings. Whether you intend to insource or continue to rely on agencies, this research will help demystify ad tech tools, and their environments and trade-offs.

Table Of Contents


  • Ad Tech Adoption Is Trending
  • The Ad Tech Ecosystem
  • Strategic Advertising Options
    • Walled Gardens Versus Open Channels
    • Audience Targeting Versus Proxy Targeting

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