Marketers may find better insight into the complex, dynamic and sometimes controversial category of advertising technologies thanks to research firm Gartner, the first report on the subject, Magic Quadrant, was published recently.
Methods of selecting suppliers. Only a handful of suppliers in this booming field are included. The report focuses on those who can run digital ad purchases, deliver digital ads to at least four channels (such as display ads, videos, in-app ads, native and programmatic TV programs) and generate more than $ 1 billion in annual billing. and support the four major modes of purchase: call for offers and API-based traffic, real-time offer calls, private markets, and direct programmatic.
Multichannel capability needs to be taken into account, Gartner said, because it is interested in basic technology, not just point solutions.
Vendors must have a public plan for compliance with the European Union's General Data Protection Regulation ( RDPP ).
This filtering has left many well-known advertising technology providers, such as Innovid, because it's focused on the video channel, and AppNexus, since its recent acquisition by AT & T, was preventing Gartner from being able to access the video channel. obtain sufficient information about his new incarnation.
This winnowing gave rise to eight companies summarized in terms of forces and "precautions" and classified as follows:
Leaders, which have a leading position in the areas of "execution capability" and "complete vision": Google, MediaMath, Adobe and Adform.
Challengers, high on the dimension of execution, but not on the vision: The Trade Desk, Amobee.
Visionaries, high in vision, weak in execution: Sizmek.
And the niche players, who are low in both axes: Oath (formerly AOL and Yahoo).
Other tools, dynamic forces. Like other publishers, this limited package also offers a variety of tools other than the ad-tech platform's DSP platform (Demand-Side Platform) because Gartner points to the current bundling of tools. complementary tools such as Dynamic Creation Optimization (DCO), data. management platforms (DMPs), advertising servers and search engine marketing.
The report stresses that the advertising technology market is swarming with dynamic forces, for the most part called "paradoxical". For example, DMPs act as agents for their own data, which means little quality control beyond trust, and DSPs measure their own performance.
New privacy laws, such as RPGs, are constantly redefining existing data practices, while accusations of fraud and lack of transparency by the world's biggest advertisers have cast doubt on a sector based on a series of black box processes.
Other factors that drive players to actively adapt include the recent entry of major telecom operators such as AT & T and Verizon, the change of course for many advertisers, which targeted primarily advertising targets targeted at individuals, contextual ads and direct relationships with publishers, the rise of direct auctions for publishers. via the headers and dominance of Google and Facebook on the industry, with the upcoming arrival of Amazon.
New technologies and fundamental change. But the category still attracts new entrants, including those who hope to solve many of these problems through technologies such as blockchain, and there is a revival of activity around the giant chains of original media: part of the digital landscape programmatic .
One important change – that the report is now saying "gaining ground" – is the relocation of ad tech operations from agency to agency, made more feasible by the proliferation of cloud-based technologies and the increasing use of artificial intelligence, driven by cost savings, turnaround time and the need to monitor and respect the data.
Why this is important for marketers. Few industries on the planet are as complicated or hidden as advertising technology, and none are more important to marketers. Although the first Gartner report on the sector leaves out many key players, it is starting to sort the category according to its key features, problems and opportunities that impact marketers.
This story was first published on MarTech Today. For more information on marketing technology, click here.
About the author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a senior editor for VentureBeat, and he wrote on these technical topics, among others, for publications such as CMSWire and NewsFactor. He founded and managed the website / unit of PBS Thirteen / WNET; worked as a Senior Producer / Writer Online for Viacom; created a successful interactive game, PLAY IT BY EAR: The first CD game; founded and directed an independent film, CENTER SCREEN, based at Harvard and M.I.T .; and served for five years as a consultant to the M.I.T. Media Lab. You can find it on LinkedIn and Twitter on xBarryLevine.