Amobee has done it again! This time, they’ve been named an Ad Tech Leader for the second time by Gartner® in their 2021 Magic Quadrant™ Report. Are we surprised? No. We believe this merely continues to validate our choice in partnering with Amobee as our top-choice Demand Side Platform (DSP) in buying and planning connected TV for our local and national clients. Amobee’s ability to optimize performance across all screens and reach across over 30 different exchanges has helped Marketsmith’s nationally recognized media team drive bigger business outcomes for brands in many highly competitive consumer categories.

According to Gartner, Amobee is a “Leader in [their] Magic Quadrant,” which outlines Challengers, Leaders, Niche Players and Visionaries in the Ad Tech market, and specifically in managing digital advertising across channels and providing functions in campaign planning, media buying, and advertising analysis, optimization, and automation.

As an agency that handles all media planning in buying 100% in-house, we especially love Amobee’s offering of many always-on deal IDs from premium connected TV partners, including Samsung, Amazon, Hulu, and FreeWheel (Comcast). This makes diversifying our CTV buys very easy, with no strict commitment to just one premium partner so we can easily optimize our inventory mix on the fly.

Powerful Cross-Device Integration

Another thing we really love about buying connected TV through Amobee is that their proprietary data management platform (DMP) is so well integrated into their platform. We’re able to create and use any combination of data categories and data partners in our segments, and test many segments against each other across connected TV, mobile, and desktop.

Amobee’s device graph is able to provide cross-device attribution as well, by matching the IP address of the household that saw the CTV ad with the device ID where the user later converted. Although Connected TV is (and should be) used as a top-of-funnel tactic, this gives us data that proves CTV does drive view-through conversions.

Even better, we’re able to provide multi-touch attribution reports at the end of each campaign that show in-depth what combination of devices drove the final conversion. We may see that 1,000 users saw a CTV ad, but we didn’t see the view-through conversion from the CTV ad directly. We then captured those 1,000 users’ conversions in our retargeting tactic. This granularity of data is extremely useful in making each successive campaign we run even more successful than the last.

We love to see our top DSP of choice being recognized once again for their leadership in the ad tech market. Congratulations, Amobee! We look forward to many more positive outcomes for our clients through dynamic connected TV placements.

Discover how Marketsmith utilizes Amobee to increase CTV outcomes for our clients.

 

Gartner, Magic Quadrant for Ad Tech Published 25 October 2021, By Andrew Frank, Eric Schmitt, Adriel Tey, Asa Mazor-Freedman

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