Adobe Once Again a Leader in the Gartner Magic Quadrant for Ad Tech, 2019
by Keith Eadie
posted on 09-23-2019
We are honored to once again be named a Leader by Gartner, Inc. in the company’s second Magic Quadrant for Ad Tech research report. Of the 10 global vendors included in the report, Adobe was placed furthest to the right on the “completeness of vision” axis of the analysis. Based on these back-to-back reports (2018 and 2019), we believe we continue to lead the industry and differentiate against all of the competitors with our “completeness of vision” and “ability to execute.”
We believe the basis of this recognition includes our blending of martech and adtech capabilities across the Adobe Experience Cloud as well as media neutrality and cross-channel media capabilities. From paid search to TV (and just about everything in between), we make it as easy as possible for advertisers and marketers to use automation and AI-powered functionality to plan, budget, forecast, and execute campaigns to make the most of their budgets.
“We have a deep partnership focused on enhancing and personalizing our digital experience for fans,” said Scott Gutterman, vice president of digital operations at the PGA Tour. “Adobe Advertising Cloud is helping us achieve our goal of creating engaging digital content through the Tour’s various digital platforms that both respect and enrich the fan journey.”
Customers, including brands and agencies, have continued to realize value with our technology by helping them deliver advertising as connected experiences, and most are taking advantage of our recent product advancements and cross-solution innovations with use cases including:
- Using both Advertising Cloud and Adobe Analytics to see how advertising spend leads to site behavior to drive revenue and other critical business objectives.
- Using Advertising Cloud with Adobe Analytics and/or Audience Manager to target their first-party audience segments on Roku — a unique partnership that no other demand-side platform (DSP) has with the world’s largest connected TV (CTV) platform.
- Optimizing paid search investments across multiple search engines with advanced, dimensional portfolio bidding strategies.
- Capitalizing on powerful, emerging channels such as self-service audio, digital out of home, and video across any screen or format.
These are just several of the ways we’re excited to see our clients realizing value from Advertising Cloud. We’re thrilled that Gartner continues to recognize our completeness of vision and ability to execute, aside from the breadth of our offering and robust integrations with other Adobe solutions.
While we have teams in place that help companies transition their operations in-house, we also have teams devoted to our agency partners and teams that provide hands-on services. Our mission is to support our clients regardless of operating model or objective. With these teams in place, we’ve evolved from simply a technology provider to a true partner, helping clients reach their ideal advertising state and reach their goals.
In the coming months, I’m excited to announce that you’ll see several more innovations across our UI, dashboards, workflows, and media-planning capabilities. Through customer advisory boards and client interviews, we have identified new capabilities our users want most — and we’re building them as quickly as possible.
We’re excited to have the leading vision in the industry along with top execution capabilities, and we’ll continue to evolve and ensure our vision, and the vision of our clients, is one that can be seamlessly executed across any channel, screen, or format.
Any organization aiming to improve their advertising should turn to Gartner’s report to discover how Adobe Advertising Cloud can help them deliver connecting advertising experiences to increasingly elusive and discerning audiences. Download the complimentary report, Gartner Magic Quadrant for Ad Tech.
“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.”
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Gartner Magic Quadrant for Ad Tech, Andrew Frank, Lizzy Foo Kune, Eric Schmitt, 2019.