Amobee Placed in the Leaders Quadrant of the Gartner Magic Quadrant for Ad Tech

MTS Staff Writer

September 28, 2020

Industry-Leading Analyst Firm Recognizes Amobee For Completeness of Vision and Ability to Execute

Amobee, the global advertising technology company reinventing advertising for the converging world, today announced it has been positioned by Gartner in the Leaders quadrant of the Magic Quadrant for Ad Tech (September 2020).

“The last two years have been transformative for Amobee. To us, Gartner’s independent research validates our strategy as we continue to unify advanced TV and digital video with data-driven linear TV planning tools, the industry’s largest CTV inventory footprint, and activation opportunities that deliver better outcomes for advertisers worldwide,” said Samba Natarajan, Chief Executive Officer at Amobee. “With our advanced broadcaster solutions, Amobee also brings unique access to the world’s largest media sellers for both linear and connected TV; we’re proud to be named an industry leader.”

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In the report, Gartner found that “Amid a perfect storm of adversity in advertising markets, 74% of marketers optimistically expect to increase spending on digital advertising in the next 12 months.”

“We are excited to hear the news of Amobee’s recognition from Gartner,” says Michael Law, President and Chief Investment Officer, Dentsu Aegis Network Americas. “As we continue to build out a more modern approach to media investment focused on cross-screen reach and optimization and buying against better defined audiences, Amobee has proven to be a great partner and forward-thinker in this space, and we believe this recognition is a validation of that.”

“With this year’s dramatic growth in connected TV, we have seen brands and agencies accelerate how they’re solving for the convergence of linear TV, connected TV and digital video,” said Philip Smolin, Chief Strategy Officer at Amobee. “Amobee has risen to the challenge of addressing the problem of unified audience targeting and measurement, providing a critical bridge for clients to achieve next level media efficiency. We look forward to delivering on our roadmap of innovation that will continue to propel the industry forward.”

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To compile the report, Gartner evaluated 14 technology vendors across 15 criteria, which included analysis of the market that includes media planning, omnichannel campaign management and cross-screen measurement.

In addition to more traditional programmatic, demand-side platform functions, Amobee supports data-driven linear TV, video on demand (VOD) and both direct and programmatic CTV inventory allocation. All of these premium inventory types are part of the company’s full suite of TV advertising solutions, including:

Linear Planning: Comprehensive data-driven linear forecasting and planning tools
TV Amplifier: Empowers advertisers to optimize reach and frequency across linear TV, CTV, digital and social media throughout the entire advertising value chain, from discovery, planning
CTV Allocator: Forecasts unique incremental reach to a linear TV schedule across the ecosystem’s largest CTV supply space, providing buyers with the flexibility to combine negotiated upfront and newfront direct buys with programmatic deals to allocate CTV holistically in a unified plan
4Screen: Campaign reporting that unifies linear, connected TV, desktop and mobile by mapping Smart TV viewership and digital ad exposure to Nielsen-assigned demographics, allowing brands to visualize and understand their cross-screen reach and frequency with greater depth, speed and clarity

Amobee provides clients with solutions that drive results in any format across any screen to optimize reach across desired audiences and deliver desired business outcomes. Amobee unifies TV and digital to provide advertisers with advanced data management and media planning capabilities as well as actionable, real-time market research and proprietary audience data. Amobee also empowers media companies with sophisticated audience-based planning technology that helps them efficiently meet marketers’ goals while managing the business challenges and technical complexities of the converging world.

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MTS Staff Writer

MarTech Series (MTS) is a business publication dedicated to helping marketers get more from marketing technology through in-depth journalism, expert author blogs and research reports.