Gartner Research

Hype Cycle for Digital Advertising, 2020

Published: 14 July 2020

ID: G00467493

Analyst(s): Colin Reid , Mike McGuire


Digital advertising is at a tipping point. With changes and disruptions that will cause established practices and sectors to vanish, digital marketing leaders must understand how innovative technologies enable them to compliantly advertise with scale and efficiency.

Table Of Contents


  • What You Need to Know
  • The Hype Cycle
  • The Priority Matrix
  • On the Rise
    • Blockchain for Advertising
    • Data Clean Rooms
    • Generative AI
    • Retail Media Networks
    • Visual Search for Marketing
  • At the Peak
    • Over-the-Top TV Advertising
    • Consent and Preference Management
    • Conversational Marketing
    • Advanced Supply-Side Bidding
  • Sliding Into the Trough
    • Personification
    • Artificial Intelligence for Marketing
    • Shoppable Media
    • Account-Based Marketing Platforms
    • Location Intelligence for Marketing
    • Identity Resolution
    • Ad Blocking
  • Climbing the Slope
    • Ad Verification and Viewability
    • Brand Safety
    • Mobile Marketing Analytics
  • Appendixes
    • Hype Cycle Phases, Benefit Ratings and Maturity Levels

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.