Early adopters, moderates, and the risk-averse:
All will benefit from high-level and detailed breakdowns of ad tech adoption and maturation. The best advertising professionals gauge their tolerance for risk and use Hype Cycles to educate themselves about existing and emerging technologies. Gartner’s methodology clearly shows how pockets of tech will evolve over time and how to prepare.
Data clean rooms
Advanced supply-side bidding
"Consistent evaluation of your organization’s dependencies on data sources and measurement models is key to avoiding obsolescence."
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