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We’re in a time of immense change, as COVID-19 further cements the need for digital transformation across all businesses. Marketers have repeatedly pivoted their strategies over the last few months, adopting new channels, new segmentation strategies, and new messaging to stay relevant and successful.

As interactions between brands and consumers have become more digital in 2021, Adobe Advertising Cloud has partnered with our brand clients and agencies to ensure they have the tools and insights to achieve their goals in this new environment. The combination of Adobe Advertising Cloud with other marketing tools in the Adobe Experience Cloud empowers brands to deliver a unified and engaging customer experience with their advertising.

It’s under this light that we’re proud to be once again named amongst the Leaders in the 2021 Gartner® Magic QuadrantTM for Ad Tech. We believe, that our hard work and investment has resulted in industry leading expertise, and Adobe excels in the following domains:

Validating Advertising Cloud’s focus

Integrations

It’s now a widely accepted belief by brands that delivering powerful experiences must start with a strong understanding of your customers. This customer understanding has never been more challenging as there has been a rise in more data inputs and customer touchpoints than we’ve ever seen before. The market has seen an increase in brands seeking connected technology stacks. For the most part, brands are moving away from point solutions and trending towards technology partners that can help them with advertising technology and marketing technology together, solving all these different challenges in one fell swoop.

Audience Segmentation

Adobe understands advertising’s role within the customer journey and the importance of delivering a connected experience, which continues to be a challenge with the industry’s ever-changing privacy and identity guidelines. As the industry navigates changing privacy regulations, fragmentation, and measurement challenges with the continued rise of walled-gardens, and preparing for a cookie-less future, brands and agencies need technology partners who are future-proofed. Adobe is focused on the need for strong audience segmentation tools based on first-party data, while still maintaining a robust third-party data marketplace.

Inventory

Advertising Cloud has made investments in next-generation partnerships and offerings to ensure we are future-proofed and are in the best position to help our customers reach their audiences. Adobe Advertising Cloud continues to connect all advertising channels for unified messaging and strategy. It combines advertising with marketing and creativity to build the foundation for impactful customer experiences and results. Adobe provides strong omnichannel support for the DSP, across various channels, including display, video, audio, and CTV. Additionally, Adobe has invested in differentiated inventory across paid search such as Google Ads — Search, Shopping, Google Display Network, and YouTube and Microsoft Advertising.

We believe Adobe’s position in the 2021 Gartner ® Magic QuadrantTM for Ad Tech speaks to our focus on delivering real value to our customers, especially as the industry undergoes so much change.

View the full Gartner report here.

Gartner Magic Quadrant for Ad Tech, Andrew Frank, Eric Schmitt, Adriel Tey, Asa Mazor-Freedman,25th October 2021.

Gartner does not endorse any vendor, product or service depicted in its research publications and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s Research & Advisory organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

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