Gartner Research

Critical Capabilities for Ad Tech

Published: 28 September 2020

ID: G00465541

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


As digital 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
    • Beeswax
    • Centro
    • Criteo
    • Google
    • MediaMath
    • Mediaocean
    • The Trade Desk
    • Verizon Media
    • Xandr
    • Zeta Global
  • Context
  • Product/Service Class Definition
  • Critical Capabilities Definition
    • Ad Verification/Fraud Detection
    • Automatic Campaign Optimization
    • Buying Modes
    • Channel Support
    • Creative Workflows and DCO
    • Data Integration
    • Onboarding, Device Graph and IDR
    • Forecasting and Recommendations
    • Integrated Video Support
    • Media Inventory/Audience Dev.
    • Multichannel Orchestration/Workflow
    • Reporting and Reconciliation
    • Support/Advisory Services
    • Third-Party Implementation/Mgmt.
  • 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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