The third Gartner Magic Quadrant for advertising technology shows some predictable development arcs for the companies within – but also a few surprises.
Starting with the less surprising, Google (GOOG, GOOGL) and The Trade Desk (NASDAQ:TTD) are ensconced in the leaders quadrant, AdExchanger notes, as is MediaMath, a longtime participant in the demand-side platform space.
They’re joined there by new players, though, including Amobee as well as Beeswax, Centro, MediaOcean and Zeta Global.
Meanwhile, Amazon.com (NASDAQ:AMZN) is still only a “challenger” for now. (Gartner’s Magic Quadrant distinguishes “leaders” from “challengers” as the former have the best composite scores in two criteria: “completeness of vision” and “ability to execute.”)
“Amazon appears to have the means, motive and opportunity to be an ad-tech leader,” says Gartner distinguished analyst Andrew Frank. “It’s a question of where the task of integrating their various assets into a seamless platform for advertisers falls on their priority
With Election Day almost a month away and major platforms like Facebook not accepting political ads in the days leading up to Nov. 3, marketers are looking to take messaging outside.
Adomni, the digital out-of-home (OOH) ad-tech company, is welcoming political marketers with open arms, offering them a chance to display ads in more than 200,000 programmatically-connected screens across the U.S. The goal is to give issue advocacy groups and people running for office the opportunity to reach voters with ads that can be updated as the news cycle changes.
Jonathan Gudai, Adomni’s CEO, said that “a lot of the political marketers” currently “have more money than they have actual ways to reach audiences.” And for companies like Adomni, it’s an opportunity to bring “the physical world” into the mix of reaching voters because there are no ad blockers or ways for them to skip what they’re seeing outside.