Research firm Gartner has released its latest ‘magic quadrant’ report, this time looking at the various ad tech players in the industry.
Gartner’s Magic Quadrant is a research methodology that classifies technology providers into four categories: Leaders, Visionaries, Niche Players and Challengers.
To rank each technology provider, Gartner assesses it on the ‘completeness of vision’ and ‘ability to execute’.
With 74 per cent of marketers revealing they plan on increasing their investment into advertising technology over the next 12 months, Gartner has ranked 14 big-name ad tech providers in the 2020 quadrant.
To qualify for inclusion, vendors needed to have managed over 10 billion ad impressions in fiscal year 2019 and have a publicly reported revenue exceeding $US2 billion per year.
According to Gartner, a vendor’s sophistication when it comes to a variety of media channels was a major differentiator in the rankings.
“While all vendors in this evaluation have video advertising capabilities and acknowledge the growth of OTT/CTV as a digital channel, the extent to which they support the complex activities of converged media planning and buying varies,” Gartner said in the report.
“More advanced vendors offer self-service planning and buying tools that include media mix modeling and programmatic TV buying, but they can’t remove complexities that require more skills and expertise than basic programmatic display or video.”
With this in mind, it is no shock to see Google and The Trade Desk both found in the upper right-hand side of the quadrant.
Joining these vendors as ‘leaders’ were Amobee, Adobe, MediaMath and AdForm.
Mediaocean and Beeswax were both classed as ‘visionaries’, while Verizon Media and Zeta Global were considered niche players.
Amazon, Criteo, Xandr and Centro were seen as the ‘challengers’.
Beeswax, Centro, Mediaocean and Zeta Global were added to this year’s Magic Quadrant after not being included last year.
No vendors were removed from the quadrant.
With Google set to deprecate third-party cookies in the coming years, privacy controls are now as important as ever for ad tech vendors.
The companies that were considered ‘visionaries’ were those that had privacy controls fully in place, while reliance on cookies is now considered a vulnerability.
“The ad tech market faces unprecedented disruption on several fronts,” said Gartner.
“Privacy laws and deprecation of tracking technologies such as cookies and mobile ad IDs (MAIDs) have dealt a mortal blow to its legacy core foundation of audience targeting: the ability to buy impressions based on each viewer’s behaviour or identity.”
A recent report from the UK’s advertising body found that publishers only receive 51 per cent of programmatic advertising, with 15 per cent of all digital ad spend unaccounted for.
Gartner has called on ad tech vendors to help address these concerns around transparency.
“Marketers will need to double down on verification and performance metrics to ensure their ad investments are reaching real people,” Gartner said.
“Ad tech, as well, has a long way to go to address the many problems that continue to plague its beleaguered innovations.”
Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]
Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]
Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]
Jackie Gillies, businesswoman, psychic medium and cast member of The Real Housewives of Melbourne is bringing her sassy, inspirational and adventurous spirit to her new podcast Shine It Up, With Jackie Gillies, which launches today via Acast. Hosted and distributed by the creator-first podcast company Acast, the show will offer listeners inspiration and motivation to […]
Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign. “We thought it would be fun to see some other iconic Australian brands back […]
Jillian Davison has been named editor-in-chief of the recently relaunched Harper’s BAZAAR Australia. She will oversee all content, development and creative direction across the iconic magazine’s digital and brand platforms. Davison (pictured) succeeds Eugenie Kelly, who recently stepped down to pursue other opportunities. The announcement was made by Maureen Jordan, publisher of Harper’s BAZAAR Australia […]
Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]