Adobe a Leader in Gartner’s Inaugural Magic Quadrant for Ad Tech

by Keith Eadie

posted on 10-18-2018

We are honored to be named a Leader by Gartner, Inc. in the company’s first-ever “Magic Quadrant for Ad Tech” research report. Of the eight global vendors included in the report, Adobe placed furthest to the right on the “completeness of vision” axis of the graphic.

Advertising technology platforms were assessed based on ability to execute and completeness of vision.

We believe our strong position in this evaluation validates our unique omnichannel capabilities and integrations into the broader Adobe Experience Cloud. As the only marketing technology provider with an advertising platform, we’re enabling our customers to make advertising a connected experience that uniquely includes linear TV advertising. (Catch up on the latest TV advancements).

Leading the advertising industry to win on customer experience

Driven by the demand from consumers to deliver consistent, personalized and connected experience across all channels, brands today are under more pressure than ever to create advertising that is a valuable part of the overall customer journey. Adobe Advertising Cloud is our omnichannel advertising management solution designed to be a single source to meet this challenge — with independence and free of media interests. Just as brands put their customers in the center of experience, so do we with our brand and agency customers.

The road ahead

Our roadmap is ambitious, and we look forward to innovating across every dimension along the way. Expect more access to unique inventory, continuous refinement of our UX, channel expansion, and brand safety and quality leadership.

Returning to the report, what’s noteworthy is that 14 other well-known vendors received notable mentions but did not meet the qualifications for the Magic Quadrant. This underscores the difficulty of offering a complete ad tech platform. Our connected Adobe solutions across the digital experience portfolio are also leaders in their respective categories, including Experience Cloud, Campaign, and, for eight years running, Experience Manager.

I encourage you to download the full report, Gartner Magic Quadrant for AdTech, offered compliments of Adobe.

What to read next:

An Analyst’s View On The Future Of Advertising

Report: The Forrester Wave™: Omnichannel Demand-Side Platforms, Q2 2017

“Gartner defines the ad tech market as technology for managing advertisements across channels, including search, display, video, mobile and social, with functions for targeting, campaign design, bid-management, analysis, optimization and automation of digital advertising.”

Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

Gartner Magic Quadrant for Ad Tech, Andrew Frank, Lizzy Foo Kune, James Meyers, Eric Schmitt, 11 October 2018

The graphic was published by Gartner, Inc. as part of a larger research document and should be evaluated in the context of the entire document. The Gartner document is available upon request from Adobe.

Topics: News, Advertising

Products: Advertising Cloud