Inside The Index
Our thesis, modus operandi, and ratings criteria.
Ratings & Reviews
The Industry Index evaluates the digital marketing technologies that advertisers, agencies and publishers use – from early stage startups to later stage technology companies. We conduct surveys and collect user-generated data from thousands of marketers across the globe to better understand their opinions, perceptions, and expectations about the digital marketing technologies they trust, love, hate, find indifferent, ignore, etc.
We feature two distinct sets of ratings and reviews. All companies feature a "Customer Rating", reflecting those who are or have worked with the specific company being evaluated, and a "Marketplace Rating", reflecting those who are familiar with and have an opinion on the specific company, but have never worked with. Written reviews are attached to these individual ratings in order to add unique user insights but are not accounted for as part of the compiled ratings score.
There are different ratings criteria used to evaluate startups and established companies. Both are based on a mix of qualitative and quantitative categories formulated by industry experts who regularly review technology and digital innovation.
Criteria for Startups (less than 3 years old)
Each point of criteria is rated on a zero to ten point scale.

Innovation: Disruptiveness of the idea, technology or platform in anticipating a market pain point

Team Assessment: Confidence in the team behind the company

Collaboration: Ability to work with existing systems, capability to integrate well with others

Scalability: Potential to serve the entire addressable target market

Test Cases: Quality and relevance of test cases to demonstrate value

Funding: Caliber of financial backing relative to need and achievement of objectives

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Criteria for Established Companies (3+ years old)
Each point of criteria is rated on a zero to ten point scale.

Innovation: A disrupter; constant improvement to existing solutions and/or groundbreaking new product creation

Value: Effective value for services rendered

Service: Customer satisfaction delivered from the product, platform and service offering

Collaboration: Organizational flexibility, openness to working with others and/or integrating into existing solutions

Scalability: Potential to serve the entire addressable target market

Performance: ROI delivered compared to industry benchmarks and competitive offerings

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