Gartner defines the ad tech market as technology for managing digital advertising across channels, including: display, video, streaming TV, mobile, social, search. It provides functions for: Campaign planning Media buying Advertising analysis, optimization and automation
Digital marketing analytics platforms are specialized analytic applications used to understand and improve digital channel user experience, and prospect and customer acquisition and behavior, and to optimize marketing and advertising campaigns, with an emphasis on digital channels and techniques. They are stand-alone, end-to-end platforms, performing functions from data collection through analysis and visualization.