Report: Gartner recognises the best adtech players in Magic Quadrant

The first Magic Quadrant report for adtech features MediaMath, Google, Adobe and Adform as top players

Your mantra for the 21t century, according to Gartner.
Your mantra for the 21t century, according to Gartner.

MediaMath, Google, Adobe, and Adform have been named leaders in Gartner’s latest Magic Quadrant for Adtech report, with The Trade Desk and Amobee as challengers.

The report focuses on the subset of ad tech that provides marketers with the basic technology required to execute digital ad buys and deliver digital ads across a range of channels. Gartner has identified key players offering foundational ad execution capabilities.

Gartner said in the report that the current ad tech market is undergoing a period of rapid change, and few markets are as "paradoxical as ad tech".

"The world’s largest advertisers have pummelled the market with charges of fraud and lack of transparency. Preventive technologies and privacy laws have struck at ad tech’s fundamental data practices. Concentration of market share in two of the world’s largest companies has boxed the market and limited the adoption of open standards. And many of ad tech’s early Wall Street stars have settled for disappointing exits," the research firm stated.

"Still, the market continues to attract a stream of new customers and secure eye-popping investments, and it’s poised to conquer the remaining bastion of old-world advertising - television.’

According to the report, one key dynamic driving the market is the aggressive entry of large telecom providers, such as AT&T, Comcast and Verizon, that have made significant investments in acquiring the technology and content to monetise with ad tech. While it's is too early to judge the impact of these investments, Gartner cited a shift from near-total reliance on audience targeting, which uses data about individuals to select which ads to buy, to more reliance on context and direct publisher relationships to select and optimise ad spots. This applies especially to high-growth video and mobile video formats.

Another influencer is the rise of header bidding, which grants publishers more flexibility to optimise across various demand sources and private markets, Gartner said. "This improves market efficiency by cutting out intermediary fees and offering buyers more transparency," it stated.

What's more, new restrictions put in place by Google and Facebook on the use of data outside their networks are leading marketers to take a fresh look at open standards, while standards bodies such the Interactive Advertising Bureau (IAB) evolve standards to meet more stringent privacy and consent requirements, Gartner said.

The emergence of Amazon in the advertising landscape is set to further disrupt the current incumbent advertising platforms. Experimental platforms that use blockchain, AI and other emerging technologies also have the potential to, once again, disrupt the flow of billions of dollars in ad investments, the research firm statement.

Along with the above, Oath has been recognised as a niche player, and Sizmek has been named a visionary.

Adform was recognised for its integrated, modular design, responsive and flexible service and global, privacy centric credentials. Adobe was recognised for its integration across TV, search and social channels, its cross-cloud integrations, and support. Amobee has strong end-user training, data partnerships, and consumer intelligence, while Google for its access to data and inventory, industry leadership, and advance capabilities.

MediaMath was recognised for its transparency, AI features, and product roadmap; while Oath for its audience data, omnichannel publishing connections, and platform level optimisation.

Sizmek was also highlighted for its workflow efficiency, performance marketing excellence and ability to serve the SMB market. Finally, the Trade Desk was recognised for its enthusiastic references, advance features and dependability and support.

This is the first version of the Gartner Magic Quadrant for Adtech. The qualify, vendors needed average quarterly media billings in excess of US$1 billion a year, at least 15 enterprise clients with revenue exceeding $2 billion a year and digital media budgets exceeding $100 million. Vendors also needed at least five new enterprise accounts signed within the last 12 months, and to have at least 70 per cent of revenue from software licensing rather than managed services or media sales/resales. In addition, at least 25 per cent of client mix needed to be end user rather than agency.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu  

 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in