Gartner Research

Critical Capabilities for Ad Tech

Published: 25 October 2021

Summary

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.

Included in Full Research

  • 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

Analysts:

Eric Schmitt,  Andrew Frank,  Adriel Tey

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Critical Capabilities: A deeper look into provider offerings

How does a Critical Capabilities report work?

As a companion to the Magic Quadrant™, a Critical Capabilities report scores competing products and services against a set of meaningful differentiators. It reveals which options are the best fit in various use cases to help you focus on the vendors best suited to your needs.

A Critical Capabilities report is more than just a diagram. You also get:
Sharper focus

Narrow down the product and service criteria most important to you.

Individualized use cases

Use interactive features to customize usage scenarios based on your organization’s unique needs.

Faster decision making

Use data to speed up provider selection and accelerate the procurement process.

A Gartner Critical Capabilities report is just one of our many offerings.

We provide actionable, objective insight to help organizations make smarter, faster technology decisions to stay ahead of disruption and accelerate growth.

Pick the right provider with confidence

We use a Critical Capabilities report, the Magic Quadrant and more to ensure you select the best-fit provider to avoid the costly repercussions of a poor decision.

Align deal structures and optimize spend

We benchmark pricing against the market so you avoid unnecessary charges.

Reduce complexity and risk

We analyze contract terms and conditions to protect you against future price increases and unanticipated costs.

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