On Monday 25 October 2021, Gartner analysts Andrew Frank and Eric Schmitt released the updated Gartner 2021 Magic Quadrant for Ad Tech report (G00736371, paywall).
This report provides a view of the ad tech landscape, which Gartner defines as technology for managing digital advertising across channels, including: Display, Video, Streaming TV, Mobile, Social, and Search with functions for: Campaign Planning, Media Buying, Advertising Analysis, Optimization and Automation.
This follows largely the same methodology as the previous year, albeit still partial as the report excludes ad tech players such as exchanges and supply side platforms (SSPs).
Due to acquisitions, two vendors were dropped from the evaluation, while no new vendors were added, bringing the total number of vendors evaluated based on ability to execute and completeness of vision to 12.
Criteo is evaluated as a Challenger in the report. It has improved its positioning on the Ability to Execute axis and held a similar evaluation for its Completeness of Vision.
According to IDC, Criteo is the #1 independent ad tech player with 4.2%, after Google and Facebook, and followed by The Trade Desk, and Xandr. 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, and Eric Schmitt ; 25th October 2021, G00736371 (paywall).
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