Programmatic Marketing Meets The Gartner Hype Cycle


AdExchangerThis post originally appeared on AdExchanger on August 1, 2013.

By David Shapiro, VP of Corporate Development

In the four years real-time bidding has been commercially available, it has emerged as one of the industry’s fastest-growing technologies. RTB adoption, frankly, rivals the adoption of other long-lasting and hugely significant technological trends, such as the proliferation of Wi-Fi, Google’s explosion in search, the growth of mobile phones and even the adoption of the iPhone.

What have we seen over this brief period of time? An open standard, the birth of a market, testing and trialing at a widespread level, skyrocketing growth, some pitfalls along the way (bots!) and finally acceptance and rapid adoption. It sounds like a roller coaster ride, doesn’t it?

What else looks a bit like a technological roller coaster? It’s the enterprise’s old friend, the Gartner Hype Cycle. Let’s revisit it, and plot RTB on its curve.

To see how RTB maps to the Gartner Hype Cycle, see the full article on AdExchanger!