Gartner Research

Critical Capabilities for Ad Tech

Published: 25 November 2019

ID: G00380467

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


As marketing leaders seek cost optimization and greater accountability from digital advertising investments, licensing ad tech directly offers a promising approach. But, choosing the right ad tech vendor requires detailed knowledge and a solid vision of how tools will support brand goals.

Table Of Contents

What You Need to Know


  • Critical Capabilities Use-Case Graphics
  • Vendors
    • Adform
    • Adobe
    • Amazon
    • Amobee
    • Criteo
    • Google
    • MediaMath
    • The Trade Desk
    • Verizon Media
    • Xandr
  • Context
  • Product/Service Class Definition
  • Critical Capabilities Definition
    • DCO Features
    • DSP Features
    • DMP Features
    • Dashboard
    • Privacy Compliance
  • Use Cases
    • Media Plan Creation
    • Campaign Setup
    • Campaign Piloting
    • Campaign Result Analysis
  • Vendors Added and Dropped
    • Added
    • Dropped

Inclusion Criteria

  • Critical Capabilities Rating

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