Licensed for individual use only
The Forrester Wave™: Creative Advertising
Technologies, Q4 2020
The Nine Providers That Matter Most And How They Stack Up
by Joanna O’Connell
October 13, 2020
Why Read This Report
Key Takeaways
In our 37-criterion evaluation of creative
advertising technology (adtech) providers, we
identified the nine most significant ones —
Adacado, Bannerflow, Celtra, Clinch, Flashtalking,
Innovid, Jivox, RevJet, and SundaySky — and
researched, analyzed, and scored them. This
report shows how each provider measures up
and helps B2C marketing professionals select the
right one for their needs.
Innovid, Jivox, Clinch, And Flashtalking Lead
The Pack
Forrester’s research uncovered a market in
which Innovid, Jivox, Clinch, and Flashtalking
are Leaders; RevJet, SundaySky, Bannerflow,
and Adacado are Strong Performers; and Celtra
is a Contender.
Omnichannel Support, Cookieless Solutions,
And Expanded Use Cases Are Differentiators
Marketers’ ever-expanding needs for creative
adtech rendered outmoded narrowly focused,
dynamic creative optimization (DCO) technology.
Vendors that can provide omnichannel support,
a cookieless solution, and a robust toolset that
evolves with their increasingly sophisticated
client-base position themselves to successfully
deliver production efficiencies, performance, and
content relevance to their customers.
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For B2C Marketing Professionals
The Forrester Wave™: Creative Advertising Technologies, Q4 2020
The Nine Providers That Matter Most And How They Stack Up
by Joanna O’Connell
with Emily Collins, Robert Perdoni, and Christine Turley
October 13, 2020
Table Of Contents
Related Research Documents
2 Modern Creative Adtech Delivers More Than
Just Ad Relevancy
The Forrester Wave™: Creative Advertising
Technologies, Q4 2018
3 Evaluation Summary
The Future Of Advertising Is Imminent Upheaval —
And You’re Not Ready For It
6 Vendor Offerings
Now Tech: Creative Advertising Technologies, Q2
2020
6 Vendor Profiles
Leaders
Strong Performers
Contenders
10 Evaluation Overview
Vendor Inclusion Criteria
Share reports with colleagues.
Enhance your membership with
Research Share.
12 Supplemental Material
Forrester Research, Inc., 60 Acorn Park Drive, Cambridge, MA 02140 USA
+1 617-613-6000 | Fax: +1 617-613-5000 | forrester.com
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Inc. All other trademarks are the property of their respective companies. Unauthorized copying or distributing
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For B2C Marketing Professionals
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The Forrester Wave™: Creative Advertising Technologies, Q4 2020
The Nine Providers That Matter Most And How They Stack Up
Modern Creative Adtech Delivers More Than Just Ad Relevancy
Dynamic creative optimization (DCO) tech burst onto the digital advertising scene a decade ago,
promising to make ad creative smarter and more relevant by pulling from client data feeds and
assembling box-shaped display ads on the fly. That innovation was a game changer at the time,
but it’s no longer enough. Modern marketers — many with myriad brands and global scale — have
significantly more complex needs. They use a wider array of channels and formats than ever, focus on
how to connect consumer interactions with content in new and more expansive ways (i.e., across paid
and owned), and face an imminent future without third-party cookies. They do all this while needing to
move faster and more efficiently with their resources, without sacrificing quality.
As a result of these trends, creative adtech customers should look for providers that:
›› Provide omnichannel ad support. In Forrester’s 2018 evaluation of this space, we focused on
platforms that offered solutions in display advertising, as that multibillion market had become more
audience-driven and creative hadn’t kept pace. Today’s brands are going broader and deeper,
investing in richer formats like video and over-the-top/connected TV (OTT/CTV), pushing into more
walled social environments, and experimenting with emerging formats like digital out-of-home
(DOOH). They need creative adtech that not only supports this wider range of ad channels and
formats but also helps them connect the dots through cross-channel ad serving, ad syncing and
sequencing, and predictive analytics.
›› Sustain them through a transition to a 3P cookieless world. Support for identity and peoplebased approaches is no longer enough. Google’s January 2020 announcement that Chrome would
deprecate third-party cookies in two years imperils technology that the industry relies on to build
and target audiences, communicate cross-platform, and measure ad effectiveness. Brands must
rethink their adtech stack with a cookieless future in mind, and creative adtech is no exception.
Vendors that invest in cookieless solutions that pass the privacy “sniff test” as well as support
a range of external identity solutions are better positioned to help customers than their cookiedependent competitors.
›› Power more than paid media experiences. In the age of the customer, the future is necessarily
one of increasingly connected consumer experiences, and the hard lines between paid experiences
and owned ones can no longer remain so hard. Smart brands are thinking of their content as
just that — a collection of assets designed to delight, educate, and engage their prospects and
customers — and are looking for ways to better manage them and more effectively use them.
Today’s leading vendors are helping brands in this endeavor by integrating with digital asset
management (DAM) for broader asset management, for example, and extending into owned
environments like onsite, in-app, and email.
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2
For B2C Marketing Professionals
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The Forrester Wave™: Creative Advertising Technologies, Q4 2020
The Nine Providers That Matter Most And How They Stack Up
Evaluation Summary
The Forrester Wave™ evaluation highlights Leaders, Strong Performers, Contenders, and Challengers.
It’s an assessment of the top vendors in the market and does not represent the entire vendor landscape.
You’ll find more information about this market in our reports on creative advertising technologies.
We intend this evaluation to be a starting point only and encourage clients to view product evaluations
and adapt criteria weightings using the Excel-based vendor comparison tool (see Figure 1 and see
Figure 2). Click the link at the beginning of this report on Forrester.com to download the tool.
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For B2C Marketing Professionals
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The Forrester Wave™: Creative Advertising Technologies, Q4 2020
The Nine Providers That Matter Most And How They Stack Up
FIGURE 1 Forrester Wave™: Creative Advertising Technologies, Q4 2020
Creative Advertising Technologies
Q4 2020
Challengers
Strong
Performers
Contenders
Leaders
Stronger
current
offering
Innovid
RevJet
Jivox
Flashtalking
Clinch
SundaySky
Bannerflow
Adacado
Celtra
Weaker
current
offering
Weaker strategy
Stronger strategy
Market presence*
*A gray bubble indicates a nonparticipating vendor.
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4
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The Forrester Wave™: Creative Advertising Technologies, Q4 2020
The Nine Providers That Matter Most And How They Stack Up
yS
Su
nd
a
vJ
et
Re
50%
2.45
2.82
1.98
3.64
3.66
4.47
4.16
4.28
3.05
Ad building and assembly
20%
3.00
3.00
2.80
4.60
3.00
4.40
4.30
4.30
3.50
Formats
15%
1.70
2.60
1.60
3.50
3.00
4.00
5.00
3.50
3.30
Identity
10%
3.00
1.00
1.00
5.00
5.00
5.00
5.00
3.00
3.00
Ad assembly and decisioning
15%
2.60
2.20
0.20
4.60
3.40
4.60
5.00
4.60
3.00
5%
1.00
3.00
0.00
3.00
5.00
5.00
3.00
3.00
1.00
Reporting and insights
10%
1.00
3.00
0.00
3.00
3.00
5.00
3.00
5.00
3.00
Workflow and collaboration
tools
10%
3.00
5.00
5.00
1.00
3.00
3.00
1.00
5.00
3.00
5%
3.00
3.00
5.00
3.00
5.00
5.00
5.00
5.00
3.00
Training and support
10%
3.00
3.00
3.00
3.00
5.00
5.00
5.00
5.00
3.00
Strategy
50%
3.20
3.30
1.80
4.80
3.80
4.50
4.80
2.30
3.30
Company vision
25%
3.00
3.00
1.00
5.00
5.00
5.00
5.00
3.00
3.00
Product vision
25%
3.00
3.00
3.00
5.00
3.00
5.00
5.00
3.00
3.00
Product roadmap
25%
3.00
3.00
1.00
5.00
3.00
5.00
5.00
1.00
3.00
Commercial model
10%
5.00
3.00
1.00
3.00
3.00
3.00
3.00
1.00
3.00
Profitability
15%
3.00
5.00
3.00
5.00
5.00
3.00
5.00
3.00
5.00
0%
1.40
2.70
4.50
2.50
4.50
4.70
3.90
3.40
4.50
Revenue
50%
1.00
3.00
5.00
1.00
5.00
5.00
3.00
3.00
5.00
Customer makeup by size
10%
1.00
3.00
3.00
5.00
3.00
5.00
5.00
5.00
5.00
Customer makeup by type
10%
3.00
5.00
3.00
5.00
3.00
3.00
5.00
5.00
5.00
5%
5.00
3.00
3.00
5.00
3.00
3.00
3.00
3.00
5.00
25%
1.00
1.00
5.00
3.00
5.00
5.00
5.00
3.00
3.00
Ad serving
Service models
Market presence
Number of employees by
type
Geographic footprint
ox
Ji
v
id
*
ky
lk
in
g*
In
no
v
ht
a
Current offering
as
Fl
Fo
r
w res
ei te
gh r’s
tin
g
Ad
ac
ad
o
Ba
nn
er
flo
w
C
el
tra
*
C
lin
ch
FIGURE 2 Forrester Wave™: Creative Advertising Technologies Scorecard, Q4 2020
All scores are based on a scale of 0 (weak) to 5 (strong).
*Indicates a nonparticipating vendor.
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The Forrester Wave™: Creative Advertising Technologies, Q4 2020
The Nine Providers That Matter Most And How They Stack Up
Vendor Offerings
Forrester included nine vendors in this assessment: Adacado, Bannerflow, Celtra, Clinch, Flashtalking,
Innovid, Jivox, RevJet, and SundaySky (see Figure 3).
FIGURE 3 Evaluated Vendors And Product Information
Vendor
Product evaluated
Adacado
Adacado
Bannerflow
Bannerflow Creative Management
Platform
Celtra
Celtra
Clinch
Clinch Omnichannel DCO
Flashtalking
FTrack
Innovid
Creative Solutions
Jivox
Jivox IQ
RevJet
RevJet
SundaySky
Video Experience Platform
Product version evaluated
V20.26
Barolo 3.3
Vendor Profiles
Our analysis uncovered the following strengths and weaknesses of individual vendors.
Leaders
›› Innovid offers an innovative (and now omnichannel) solution suite for global brands. Innovid,
now more than a decade old, was born out of a question — how will IP delivery change the
user’s experience of video? The focus on advertising came later, with lots of big bets along the
way, including launching a competitive ad server to rival dominant Google in video (recognizing
the sticky and strategic nature of ad serving while seeing the analytics and measurement
opportunities); continuously innovating in interactive video ad formats; pushing the industry
envelope in OTT; and most recently, “going more omnichannel” via its 2019 acquisition of Latin
American display DCO specialist Herolens.
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The Forrester Wave™: Creative Advertising Technologies, Q4 2020
The Nine Providers That Matter Most And How They Stack Up
Innovid has among the strongest tech and tech innovation of the group and receives praise from
references for the same. Its authoring toolset, for example, includes a handy AfterEffects plugin and a
unique “OTT Composer authoring tool” to simplify dynamic video ad creation for designers and nondesigners. Its strong footprint across a wide range of video inventory and types is also notable, with,
for example, a unique Roku integration. Customer references recognized Innovid’s channel expansion
efforts: “It’s one of the few where you can truly say TV, desktop, and mobile, it’s cross-screen video.”
But with diversification comes risk: “Display through acquisition is a gamble. It’s a focus concern and
could be a potential weakness. Going more ‘omnichannel’ is a double-edged sword.”
›› Jivox’s robust toolset speaks to sophisticated global power users. Jivox embraces the evolving
needs of the modern brand, which faces disruption on many fronts — from the direct-to-consumer
(DTC) revolution to the economic turmoil of the COVID pandemic — and for which the business
performance for creative adtech has become a requirement, not a nice-to-have. While it has
traditionally promoted its tech to drive production efficiencies alongside relevant advertising, Jivox
is now pursuing “personalized commerce,” where paid and owned are connected and customer
journeys are orchestrated and tailored to drive commerce. In practice, this means investing in relevant
e-commerce innovations: prediction algorithms, platform integrations, and emerging ad formats.
Jivox targets global data-rich brands, and that bears out in the areas where it excels: DAM
integrations, data inputs, and feed management capabilities; within- and cross-channel support
(including in owned environments); and identity (through its IQID 1P product and via external ID
integrations). As one customer reference noted, “Jivox’s flexibility from a data perspective and
its integrations to our systems meant it could quickly build pipelines to work with our ways of
working.” But where Jivox shines in technical sophistication and innovation, it falters in usability. As
one customer reference described it: “Jivox didn’t invest heavily in the UI or workflow. Elements of
its product are well ahead of the market, but how to get the creative group really comfortable with
using the platform?”
›› Clinch appeals to data-rich clients developing a tailored creative adtech solution. Clinch,
a smaller, more recent entrant in the creative adtech space, has grown from the last Forrester
Wave in terms of its revenue, employee base, scope, and offering. As one referenced noted, “It’s
evolved — it’s not the same Clinch we hired.” With a stated vision of “personalization everywhere,”
it continues to add new channels and formats to its offering, expanding further into video, paid
social, and emerging formats like DOOH. Clinch stands out in its ability to help clients quickly
wrangle complex feed- or logic-based use cases and can optimize on a wide range of KPIs.
Reference clients praise its customer service and responsiveness as well as its ability to rapidly
translate customer feedback into a product or solution. As one reference noted, “A differentiator
from the beginning was its ability to adapt the platform to our needs quickly and without adding
fees.” While Clinch has invested in building-out its self-serve capabilities, customer references
noted it mostly operates on a managed service basis. References would also like to see more
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The Forrester Wave™: Creative Advertising Technologies, Q4 2020
The Nine Providers That Matter Most And How They Stack Up
formal training and processes to seamlessly support complex global client organizations. One
enthusiastic client reference summed up Clinch well: “It talks to us like we are the one and only
company [that matters]. For us, we see us shaping the business together.”
›› Flashtalking’s suite of tools appeals to buyers looking for a Google alternative. Flashtalking,
which has been a player in the creative adtech space for many years, took a big step forward when
it merged with rival Spongecell in early 2018. But its positioning is broader than creative: With its
FTrack solution (a probabilistic ID meant to address cookieless environments) and MRC-accredited
ad server, Flashtalking squarely takes aim at dominant ad server Google — and is finding success
there. Since the last creative adtech Forrester Wave evaluation, Flashtalking integrated much of
Spongecell’s design philosophy and workflow, with Flashtalking architecture underneath. And
last year, Flashtalking announced its API Partner Program and has seen a meaningful uptick in
agencies, publishers, and others using its tools to create their own bespoke solutions.
Flashtalking has robust ad serving and reporting capabilities and stands out among many others
evaluated on these fronts: It can, and does, function as a fully-fledged ad serving and tracking
choice for brands and agencies across the globe. Its overall company and product vision are
differentiated as its focus on providing independent ad serving (and measurement) is a sticky
business, and its cookieless identity framework means it’s buffered from the storm of third-party
cookie deprecation. Its creative adtech solution is much improved from the last Forrester Wave,
with improved decision-tree and feed functionality and an enhanced user experience that’s more
designer-friendly. To win in this space, it needs to continue investing in areas like video and social
advertising. Flashtalking declined to participate in the full Forrester Wave evaluation process.
Strong Performers
›› RevJet delivers streamlined and user-friendly production and performance tools. RevJet
describes itself as an “ad experience platform” for enterprise brands. Its pricing model reflects that
focus: It is based in software as a service (SaaS), which may appeal to brands but will be unfamiliar
to agencies used to working in a cost-per-mille (CPM) model. In a competitive field where many
customers grumble about the clunkiness of competitive tools, RevJet focuses its energy on making
the complex simple with “automatic self-optimizing” performance tools and “high velocity semiautomated” content production (note the use of “semi-automated,” as anyone who claims to fully
automate content production doesn’t appreciate human creativity).
RevJet excels in usability, including workflow and collaboration. As one former customer (and
RevJet fan) noted: “[It] puts structure and automated processes in place . . . approvals, reviews,
etc., are all automated. [It’s easy to get] a creative team and leadership comfortable with DCO.”
That former customer also praised RevJet’s ability to work with vast SKU catalogs, making it a
good fit for retailers: “It’s better at ingesting and managing product feed-based personalization
[than others I’ve used].” He also noted, however, that RevJet’s video offering lagged behind that of
Leaders like Jivox. RevJet declined to participate in the full Forrester Wave evaluation process.
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The Forrester Wave™: Creative Advertising Technologies, Q4 2020
The Nine Providers That Matter Most And How They Stack Up
›› SundaySky shines for brands wishing to tailor owned and paid video experiences.
SundaySky’s foray into advertising is newer relative to its core offering: personalizing and making
interactive, owned video experiences — such as those you’d receive upon opening a new bank
account, for example. Its self-serve offering, one that’s independent of media buying, is even
newer. SundaySky’s evolved framing, to capture both the paid and owned dimensions, is “video
powered experiences.” It puts an emphasis on elevating the role and impact of video while easing
the inevitable production burdens that come with creating more tailored, interactive video content
for a range of use cases.
SundaySky has a robust tech platform with sophisticated video capabilities. One customer noted,
“We were looking for something that could make a difference in a saturated market of banners
and videos.” But its capabilities are average to below average among the competitive set in other
channels, such as display and DOOH. The tool itself is intuitive and the prompts to create a new
campaign — “What are your goals? Who is your audience?” —are user-friendly and easy to follow,
but the customer references we spoke to were operating in a managed service capacity only and
couldn’t comment extensively on the platform itself. Customers did praise the “great team of
talented individuals” and the overall value and performance of SundaySky, though one reference
did note some frustration with its responsiveness.
›› Bannerflow brings a production powerhouse to the European market. Designers and marketers
are Bannerflow’s stated audience, and this focus shows in its solution’s heavy emphasis on its ad
creation and versioning capabilities via its Production Studio product. The company noted several
customers actually use Production Studio in place of Adobe. Bannerflow takes a different approach
to template building and doesn’t provide any prefab template options that some customers looking
for an “easy button” might want. Because of its strong emphasis on ad creation, Bannerflow may be
used in conjunction with other adtech solutions’ DCO decisioning, such as that of Adform.
Bannerflow’s experience working beyond advertising — in owned environments like onsite and inapp — is strong relative to several other vendors. And Bannerflow received praise from references
for the platform’s completeness and usability, with one reference noting it was “very reliable and
robust” and “extremely easy to use.” The company’s roots (as the name implies) are in display;
it was born to solve the production pain of creating thousands of banner ads “by hand.” But this
also points to where it needs to grow given its stated omnichannel vision: Production capabilities
exist in critical formats like video and OTT/CTV, but decisioning does not, as of this writing.
Its optimization capabilities are limited relative to others: Currently, it only offers CTR-based
optimization. Bannerflow also received criticism for its cost, and Forrester did note that several
features do incur extra fees (e.g., feed customization and advanced targeting).
›› Adacado’s accessible tools appeal to DIY-ers, but stumble on complex use cases. This
decade-old DCO early-mover with enterprise clients that include Dell, recently changed course
toward a self-described “total DIY” approach. It’s goal? To allow the masses to get dynamic ad
campaigns (including media buying, if desired) up and running in 5 minutes with just a credit
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The Forrester Wave™: Creative Advertising Technologies, Q4 2020
The Nine Providers That Matter Most And How They Stack Up
card. It has a dropbox-style philosophy in its go-to market messaging: Make the platform readily
available to — and adopted by — as many users as possible, drive adoption, and grow accounts
from within.
Adacado’s DIY mindset translates to features like an always-on chatbot that offers platform help
and creates a feedback loop of usage data and user feedback for the Adacado team. Its suite
of ad building, versioning, and ad distribution tools make basic use cases easy (e.g., “What is
your goal?”), and its vertical-specific tools offer functionality through templates, for example, to
remove guesswork. But it currently lacks the capability breadth and depth of a Leader or Strong
Performer. For example, reporting tools are less developed, and it supports fewer channels. The
customer references we spoke with echoed this sentiment but praised the lightning-fast time-tolive along with Adacado’s responsiveness and customer support. One reference said, “For our use
case, Adacado helped me to have a very functioning and scalable solution in a fraction of the time
[relative to competitors].”
Contenders
›› Celtra caters to creative teams struggling with the burden of content production. Since the
last Forrester Wave evaluation, Celtra changed its positioning to “creative automation,” enabling a
production process from “concept design” to “media-ready assets.” This is true to Celtra’s roots
as a creative management platform (CMP), which was founded by (among others) a designer. But
in practice, this means Celtra has limited its platform’s scope, deprecating creative ad serving and
decisioning. Its singular focus is now just on the production aspect of the creative process: building
and versioning of ads (with hooks into several distribution platforms). This serves the needs of its
target customer — creative teams and marketers building out a production suite — and reflects its
belief that the “wind is blowing to the walled gardens,” where external decisioning is limited at best.
Celtra has strong studio tools, which are designed to either work with, or mimic, tools familiar to
designers. Its builder supports multiple formats (like other vendors), and Celtra brings responsive
design thinking to bear when it comes to things like resizing. Customers who want to make video
assets but don’t have source assets can create fully rendered videos using static assets within the
tool. Celtra also has a nifty solution to bring creative to life “in the wild” during the preview process:
a QR code that will bring the reviewer to a live environment where the creative will appear, such as
on a mobile phone. Celtra declined to participate in the full Forrester Wave evaluation process.
Evaluation Overview
We evaluated vendors against 37 criteria, which we grouped into three high-level categories:
›› Current offering. Each vendor’s position on the vertical axis of the Forrester Wave graphic
indicates the strength of its current offering. Key criteria for these solutions include ad building
and assembly, formats, identity, ad assembly and decisioning, ad serving, reporting and insights,
workflow and collaboration tools, service models, and training and support.
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The Forrester Wave™: Creative Advertising Technologies, Q4 2020
The Nine Providers That Matter Most And How They Stack Up
›› Strategy. Placement on the horizontal axis indicates the strength of the vendors’ strategies. We
evaluated company vision, product vision, product roadmap, commercial model, and profitability.
›› Market presence. Represented by the size of the markers on the graphic, our market presence
scores reflect each vendor’s revenue, customer makeup by size, customer makeup by type,
number of employees by type, and geographic footprint.
Vendor Inclusion Criteria
Forrester included nine vendors in the assessment: Adacado, Bannerflow, Celtra, Clinch, Flashtalking,
Innovid, Jivox, RevJet, and SundaySky. Each of these vendors has:
›› A proprietary creative advertising technology platform.
›› Some or all of its creative advertising technology made available on a self-serve basis.
›› A demonstrated focus on creative advertising technology.
›› Relevance to Forrester clients represented in inquiries and client consulting.
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The Nine Providers That Matter Most And How They Stack Up
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Supplemental Material
Online Resource
We publish all our Forrester Wave scores and weightings in an Excel file that provides detailed product
evaluations and customizable rankings; download this tool by clicking the link at the beginning of this
report on Forrester.com. We intend these scores and default weightings to serve only as a starting
point and encourage readers to adapt the weightings to fit their individual needs.
The Forrester Wave Methodology
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For B2C Marketing Professionals
October 13, 2020
The Forrester Wave™: Creative Advertising Technologies, Q4 2020
The Nine Providers That Matter Most And How They Stack Up
In our review, we conduct primary research to develop a list of vendors to consider for the evaluation.
From that initial pool of vendors, we narrow our final list based on the inclusion criteria. We then gather
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We include the Forrester Wave publishing date (quarter and year) clearly in the title of each Forrester
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their positioning along with those of the participating vendors.
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