On Monday 21st September 2020, Gartner analysts Andrew Frank, Lizzy Foo Kune and Eric Schmitt released the updated Gartner 2020 Magic Quadrant for Ad Tech report (G00376328, paywall).
This report provides a view of the AdTech landscape, which it introduces with a bittersweet standfirst:
“Amid a perfect storm of adversity in advertising markets, 74% of marketers optimistically expect to increase spending on digital advertising in the next 12 months.”
According to the report “Gartner defines the ad tech market as technology for managing digital advertising across channels, including display, video, over-the-top/connected TV (OTT/CTV), mobile, social and search with functions for: targeting, campaign design, media buying, analysis, optimization and automation.”
This is a significant methodology change from last year, which included the following categories: DSP (Demand Side Platform), plus DMP (Data Management Platform) and CDO (Creative Dynamic Optimisation). It is more a more holistic but still partial as the report doesn’t encompass the whole of AdTech as it does not include exchanges and supply side platforms (SSP’s) for instance.
As a result, there were four new vendors added to the report this year, bringing the total number of vendors evaluated based on ability to execute and completeness of vision to 14.
Criteo is evaluated as a Challenger in the report, it has improved its positioning on the Ability to Execute axis and Completeness of Vision axis. Gartner notes that: “Challengers in this Magic Quadrant perform as well as (or better than) Leaders but tend to focus more narrowly on certain channels, strategies or nonenterprise buyer profiles. Challengers are positioned close to the Leaders Quadrant and, in many cases, their specialization is an advantage to some buyers.”
Criteo continues its transformation into a full-funnel AdTech provider, notably launching the first self-serve Retail Media platform and developing its self-serve audience-building capabilities whilst continuing to provide trusted performance to its clients.
According to IDC, Criteo is #1 independent Ad Tech player with 4.9%, after Google and followed by The Trade Desk, Xandr and Adobe. This report is available to IDC subscribers only but all the following vendors (including those mentioned in the Magic Quadrant) are all at or under 2% market share.
Garner subscribers can read the report here: Gartner Magic Quadrant for Ad Tech, Andrew Frank, Lizzy Foo Kune and Eric Schmitt ; 21st September 2020, G00376328 (paywall) . . . It is also available via other vendors websites.. Check this press release to read what Criteo’s CPO says about this report.
What Criteo clients say on Gartner Peer Insights
Criteo has an overall rating of 4.7 out of 5 by users in the Ad Tech market as of 29th September 2020, based on 32 reviews in the last 12 months. I encourage you to compare this score to the other vendors in the Magic Quadrant…
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