Early adopters, moderates, and the risk-averse:
All will benefit from high-level and detailed breakdowns of ad tech adoption and maturation. Advertising professionals gauge their tolerance for risk and use Hype Cycle reports to educate themselves about existing and emerging technologies. We believe the Gartner methodology clearly shows how pockets of tech will evolve over time and how to prepare.
Programmatic segment-based advertising
Data clean rooms
Over-the-top TV advertising
Retail media networks
Consent and preference management
Account-based marketing platforms
Mobile marketing analytics
Access the report
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 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.