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