The moment you entrust some or all of your digital advertising strategy to an agency is the moment you make yourself vulnerable to the pains of “red tape.” Simple tasks take too long, and you’re beholden to a third party’s business priorities in order to execute on your business objectives, says Rob Beeler, founder of Beeler.Tech.
Google’s communications on the Topics API in the Chrome Privacy Sandbox suggest a broad, coarse-grained approach to targeting. But the limited information shared to date leaves many questions unanswered, writes Eric Schmitt, research director at Gartner.
“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 Lizzy Foo Kune, vice president and analyst at Gartner. “On the Internet, nobody knows you’re a dog.” This may have been true in 1993, when this caption to a Peter […]
Gartner’s fourth annual Magic Quadrant for buy-side ad tech in a nutshell: Keep your eye on Amazon. Amazon is ascending into the stratosphere, where it’s now rubbing shoulders in the “leader” category alongside Google and The Trade Desk. Rounding out the leader quadrant you’ll find Adobe, Amobee, Adform and Mediaocean. MediaMath, Criteo, Verizon Media (ahem, […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Andrew Frank, VP distinguished analyst at Gartner. As yesterday’s cross-domain tracking methods fade into history, the entire digital ad community is casting around for a suitable replacement – and marketers trying to navigate through the […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Boom Or Bust? New forecasts from Dentsu, WARC and others indicate the ad business is in for a boom year in 2021. GroupM projects the US ad market to grow by 15%, and global growth forecasts range from 6.4% (Magna) up to 10.4% (Dentsu). […]
Google isn’t a fan of using email-based identifiers as a replacement for third-party cookies. “We don’t believe these solutions will meet rising consumer expectations for privacy, nor will they stand up to rapidly evolving regulatory restrictions, and therefore aren’t a sustainable long-term investment,” Google’s director of product management for ads privacy and trust, David Temkin, […]
“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 Joseph Enever, senior director analyst at Gartner. Customer data platforms (CDPs) are facing an identity crisis: just like marketers. Although marketers have spent lavishly on martech to support personalization, brands face […]
“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 […]
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, […]
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 […]
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 […]
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 […]
“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 […]
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 […]
“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 […]
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 […]
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 […]
“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 Martin Kihn, research vice president at Gartner. People who believe Cambridge Analytica put our president in office aren’t thinking very hard. We know how advertising works: It hardly works at […]
Gartner’s annual digital agency magic quadrant, released last Friday, placed Digitas, AKQA, MRM//McCann, Isobar, SapientRazorfish, R/GA, IBM iX, iCrossing, Ogilvy & Mather, Accenture Interactive and VML as leaders with deep capabilities in business transformation and strategy. The quadrant ranked agencies with at least $175 million in digital marketing services revenue in 2017, and provide services […]
After years of consistent growth, companies have flat-lined or decreased their investments in marketing. Last year, the amount of overall revenue allocated to marketing hit a peak at 12.1% – but that, according to the Gartner CMO Spend Survey, is down to 11.3% in 2017. Gartner’s research, released Tuesday, is based on 353 marketing executives at […]
“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 Martin Kihn, research vice president at Gartner. We’ve looked at marketing clouds from both sides now, up and down – and still, somehow, it’s their illusions that we recall. Do […]
“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 Martin Kihn, research vice president at Gartner. Inspired by results from retargeting, marketers are scrambling to stitch together customer data, unleash machine learning and deliver personalized experiences in display and […]
Digital agencies aren’t shrugging off management consultancies as competition anymore. Some are even promoting their consulting chops as they compete in an increasingly crowded market. “Until this year, traditional agencies had their heads in the sand about the threat management consultancies were bringing to the market,” said Jay Wilson, director at Gartner and author of […]
“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 Martin Kihn, research vice president at Gartner. In a recent AdExchanger Talks podcast, Nate Woodman of IPONWEB surfaced the specter of what we might call the brand-gorithm: a proprietary algorithm […]
Acquisitions and more mature integrations led Oracle, Adobe and Salesforce to separate sharply from their peers in Gartner’s third Digital Marketing Hub Magic Quadrant, released late Wednesday. Of course, it’s questionable whether ad tech vendors, such as DataXu or Cxense, really qualify as “peers,” but Gartner has had a unique, if controversial, way of assessing […]
Martin Kihn, Research VP at Gartner, will speak about the state of mar tech and ad tech at Programmatic IO on April 5 in San Francisco. Ad tech and mar tech may not converge after all. Two years ago, Gartner analyst Marty Kihn predicted that owned media (mar tech) and paid media (ad tech) technologies would come […]
“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 Martin Kihn, research vice president at Gartner. “You would think that the digital advertising industry has found religion given all the talk about the legendary ‘holy grail’ these days.” So […]
“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 Martin Kihn, research vice president at Gartner. A few years ago, a pair of researchers from Google and Microsoft named Randall Lewis and Justin Rao circulated a depressing paper called […]
Neustar is splitting its business into two independent, publicly traded companies. The divide, announced Tuesday, is an effort to boost motivation in the capital markets by clearing up confusion around Neustar’s company story and the various services it provides, said Neustar president and CEO Lisa Hook. One company will retain the Neustar name and provide […]
