VZ - Familiar faces and a few new ones dot Gartner's ad-tech Magic Quadrant

The third Gartner Magic Quadrant for advertising technology shows some predictable development arcs for the companies within - but also a few surprises. Starting with the less surprising, Google ([[GOOG]], [[GOOGL]]) and The Trade Desk (TTD) are ensconced in the leaders quadrant, AdExchanger notes, as is MediaMath, a longtime participant in the demand-side platform space. They're joined there by new players, though, including Amobee as well as Beeswax, Centro, MediaOcean and Zeta Global. Meanwhile, Amazon.com (AMZN) is still only a "challenger" for now. (Gartner's Magic Quadrant distinguishes "leaders" from "challengers" as the former have the best composite scores in two criteria: "completeness of vision" and "ability to execute.") “Amazon appears to have the means, motive and opportunity to be an ad-tech leader,” says Gartner distinguished analyst Andrew Frank. “It’s a question of where the task of integrating their various assets into a seamless platform for advertisers falls on their priority

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Familiar faces and a few new ones dot Gartner's ad-tech Magic Quadrant