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The expansion of the marketing and ad technology sector that has been fueling the automation, efficiency and innovation of digital media and marketing has begun slowing down in recent quarters, suggestion ad maturation of the marketplace, according to a leading Wall Street equities researcher tracking it.
Utilizing employee count data reported by LinkedIn, Pivotal Research Group’s Brian Wieser tracks the leading publicly traded and private companies and found both the broader category of marketing technology, as well as pure-play ad technology firms, have dramatically slowed their rate of expansion over the past five quarters.
In fact, ad tech appears to be growing at about half the rate of overall marketing technology.
Within specific ad tech categories, programmatic enablers -- so-called DSPs (demand-side platforms) and SSPs (supply-side platforms) remain the fastest-growing, with the supply-side outpacing the expansion of the demand-side players.
Social media management platforms have actually begun to contract, falling 2% in the third quarter of 2018.
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via MediaPost.com https://ift.tt/2nAOR8B
October 3, 2018 at 08:53AM
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