Gartner Research

Critical Capabilities for Ad Tech


Advertising technology is both fueled and bounded by its data inputs. Once-reliable device and cookie data pipelines are drying up. Growing uncertainty compels digital marketing leaders to reexamine priorities and ad tech choices.

Published: 25 October 2021

ID: G00736380

Analyst(s): Eric Schmitt Andrew Frank Adriel Tey

Table Of Contents


What You Need to Know


  • Adform
  • Adobe
  • Amazon
  • Amobee
  • Basis Technologies
  • Criteo
  • Google
  • MediaMath
  • Mediaocean
  • The Trade Desk
  • Verizon Media
  • Xandr
  • Data Integration
  • Inventory and Audience Development
  • Creative Workflows and DCO
  • Forecasting and Recommendations
  • Buying Modes
  • Reporting and Reconciliation
  • Onboarding, Device Graph and IDR
  • Automatic Campaign Optimization
  • Channel Support
  • Privacy and Consent Management
  • Multichannel Workflow Orchestration
  • Ad Verification and Fraud Detection
  • Service, Support and Partners
  • Targeting and Measurement Modes
  • Integrated TV and Video Support
  • Media Plan Creation
  • Campaign Setup
  • Campaign Piloting
  • Campaign Result Analysis

Inclusion Criteria

Gartner Recommended Reading

Critical Capabilities Methodology

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