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.
Industry topics

Generative AI

Blockchain

Data clean rooms

OTT/CTV

Identity resolution

Shoppable media

Advanced supply-side bidding

Visual search
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