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Gartner Research
Critical Capabilities for Ad Tech
Summary
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.
Published: 28 September 2020
ID: G00465541
Analyst(s): Andrew Frank , Lizzy Foo Kune , Eric Schmitt
Table Of Contents
What You Need to Know
Analysis
- Critical Capabilities Use-Case Graphics
- Vendors
- Adform
- Adobe
- Amazon
- Amobee
- Beeswax
- Centro
- Criteo
- 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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