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»Gartner

The Power And Paradox Of In-House Agencies

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Chris Ross, VP analyst at Gartner. There have been plenty of splashy headlines in recent years about big brands launching or expanding in-house agencies with the aim of reducing agency... Continue reading »
by AdExchanger // November 20th, 2020 //
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Google, The Trade Desk, MediaMath, Amobee, Adobe and Adform Lead The Pack In Gartner’s 2020 Ad Tech Magic Quadrant

It’s not the biggest surprise that Google, The Trade Desk and MediaMath were pegged as “leaders” in Gartner’s third Magic Quadrant for ad tech. Google is Google, while The Trade Desk and MediaMath have both been in the DSP space for a long time. But there are a few new entrants on the scene. Beeswax,... Continue reading »
by Allison Schiff // September 30th, 2020 //
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The Big Story: If CMPs Entice Thee, Shalt Thou Consent?

This week is earnings week, and there are many, many investor calls on the calendar. Couldn’t listen to them all? In this episode of The Big Story, the AdExchanger team gives you the quick lowdown on how some of the biggest advertisers and agencies did after a full quarter of COVID-19. We start out with... Continue reading »
by Ryan Joe // July 30th, 2020 //
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Consent management platforms are largely overpromising what their solutions can do out of the box, according to Gartner’s most recent Hype Cycle report.
Gartner: CMPs Aren’t Always All They’re Cracked Up To Be

Consent management platform (CMP) vendors are largely overpromising what their solutions can do out of the box, earning them an unflattering spot in Gartner’s most recent Hype Cycle report. The report, released Monday, is Gartner’s first Hype Cycle study focused solely on digital advertising. In Gartner’s view, CMPs are just about to reach the “peak... Continue reading »
by Allison Schiff // July 27th, 2020 //
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Upfront Negotiations Update; Gartner’s Findings On COVID-19

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Let Me Be Upfront Advertisers are pressing networks to delay upfront negotiations until September or October, when they’ll have a sense of how programming is being watched right now and (hopefully) can forecast their finances. Some brands are eager to buy ad space right... Continue reading »
by AdExchanger // May 7th, 2020 //
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Augie Ray headshot
Leading With Action Can Reduce The Risk Of A ‘COVIDwashing’ Backlash

"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Augie Ray, vice president analyst, customer experience and marketing, at Gartner. Brands are struggling with what to say in advertising and outbound communications during the COVID-19 pandemic. The desire to be... Continue reading »
by AdExchanger // April 30th, 2020 //
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Gartner’s Andrew Frank: ‘We Feel Betrayed Because Big Data Let Us Down’

Privacy's growing impact on targeted advertising is creating unprecedented challenges for marketers. One underlying reason contributing to the stress: Marketers feel betrayed by big data, said Andrew Frank, VP distinguished analyst for Gartner. “Big data was supposed to give us this scalable customer intimacy, this ability as marketers to know exactly what to sell to... Continue reading »
by Tilde Herrera // October 16th, 2019 //
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To Navigate Advertising Uncertainty, Marketers Must Aim To Maximize Unduplicated Reach

"On TV And Video" is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is written by Eric Schmitt, senior director analyst at Gartner. Advertising today is filled with uncertainty. Some of the greatest unknowns revolve around consumers’ rapid adoption of streaming video, enabled by Netflix, YouTube, Hulu and Amazon. This... Continue reading »
by AdExchanger // September 23rd, 2019 //
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Gartner Magic Quadrant For Ad Tech: Marketers Want A Look Under The Hood

The in-housing trend prompted Gartner’s first-ever Magic Quadrant report for ad tech, which was released late last week. Even if not all marketers are ready or interested in taking their media buying in-house, there’s a desire across the board for more control over their tech stack – or at least to know what the heck’s... Continue reading »
by Allison Schiff // October 19th, 2018 //
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Podcast: The Very Serious, Not At All Overblown Facebook Scandal

Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. True or false: While Facebook was looking the other way, Cambridge Analytica exploited easy loopholes in its data policies to steal user data and swing a US presidential election. In this week's podcast, Gartner Research VP Martin Kihn picks apart the assumptions underlying the latest... Continue reading »
by Zach Rodgers // April 6th, 2018 //
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