Methodology

 

Ratings

The Industry Index evaluates the digital marketing technologies advertisers, agencies and publishers work with, from early stage startups to later stage technology companies. We conduct surveys with thousands of marketers across the globe to better understand their opinions, perceptions, and expectations about the digital marketing technologies they rely upon to move business forward.


The Industry Index features two distinct sets of ratings based on whether the company being evaluated is a startup or an established company. 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.


The ratings criteria used to evaluate startups and established companies was established through a mix of qualitative and quantitative research with leading experts in the advertising community who regularly review technology and digital innovation.

Criteria for Startups

A startup is defined as a digital marketing technology company that is less than 3 years old. Each point of criteria is rated on a zero to ten point scale.

innovation

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

team

Team Assessment: Confidence in the team behind the company

collaboration

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

scalability

Scalability: Potential to serve the entire addressable target market

test cases

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

funding

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

Criteria for Established Companies

Companies who are over 3 years old are defined as an established company. Established companies are scored by the criteria below. Each point of criteria is rated on a zero to ten point scale.

innovation

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

value

Value: Effective value for services rendered

service

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

collaboration

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

scalability

Scalability: Potential to serve the entire addressable target market

performance

Performance: ROI delivered compared to industry benchmarks and competitive offerings