"Tech stacks reveal a clear view of where you stand in the competitive landscape, how your technology fits in the big picture, as well as give you a sense of how to break out by understanding what the current market focus."
ST Report Rising Stars 320

Your guide to the tech stacks dominating 2018

You’re set, you’ve got your groove on, and you’re ready to create a sales presentation that will deliver. There’s lots of data to sift through and anything short of turning it into actionable insights is a waste of potential. It’s as simple as that, which is why getting familiar with the tech stacks dominating your vertical is crucial to everything SaaS businesses do. Tech stacks reveal a clear view of where you stand in the competitive landscape, how your technology fits in the big picture, as well as give you a sense of how to break out by understanding what the current market focus. Additionally, you can add more value, be it through a more cost-efficient tech, a more encompassing solution, and so on.

Sadly, companies often focus on scaling a technology and spending precious time and resources on a strong build, completely disregarding the fact that there’s no market for their product. We’re never ones to put style over substance, so here is a breakdown of some of the hottest tech stacks that will dominate this year divided by verticals in alphabetical order, courtesy of SimilarTech’s SIP (Sales Insights Platform).


  • 658 technologies
  • 37+ million websites

Google is the undisputed champion when it comes to advertising on the Top 10K sites on the Internet and tech stacks are no different. Out of the 658 total technologies the SIP tracks, the search engine giant has 3 of the 8 most popular tech stacks with DoubleClick and AdSense counting for two-thirds of advertising technologies found on the top 10K websites. Google Publisher Tag rounds off the search engine giant’s top performers, while Ads Txt and Facebook’s Custom Audiences and Advertiser managed to squeeze in between, followed by AppNexus, and others closely knit together.

Top Advertising Technologies - SimilarTech

Here are the top 10 technologies based on the number of websites that use them:

  1. Google AdSense  Google AdSense                                                            16,215,679
  2. DoubleClick   DoubleClick                                                          5,495,649
  3. SkimLinks  SkimLinks                                                               5,016,624
  4. Google Remarketing  Google Remarketing                                                          4,297,308
  5. Amazon Associates  Amazon Associates                                                       3,057,168
  6. Google Publisher Tag  Google Publisher Tag                                                   2,715,421
  7. Google AdWords Advertiser  Google AdWords Advertiser                                               2,378,238
  8. OpenX  OpenX                                                                                   2,232,935
  9. Criteo  Criteo                                                                        1,798,653
  10. Facebook Custom Audiences  Facebook Custom Audiences                                                                 1,598,318


  • 295 technologies
  • 92+ million websites

With almost 300 technologies in play, Google is once more in the leading position with Google Analytics holding close to 66% of the market share regarding the Top 10K websites. Facebook Domain Insights is in second place, featured on every fourth website in this range, while comScore ScorecardResearch and New Relic are the only other technologies with a double-digit market share (13.07% and 10.17%, respectively) with the rest more evenly divided.

Top Analytics Technologies - SimilarTech

The top 10 technologies based on the number of websites that use them:

  1. Google Analytics    Google Analytics                                                                                         63,307,437
  2. Facebook Domain Insights  Facebook Domain Insights                                                                    14,429,997
  3. Quantcast   Quantcast                                                                                                      12,402,297
  4. comScore ScorecardResearch  comScore ScorecardResearch                                                                 11,226,518
  5.  New Relic    New Relic                                                                                                        4,607,083
  6. Yandex Metrics  Yandex Metrics                                                                                              3,560,572
  7. StatCounter  StatCounter                                                                                                    2,269,973
  8. WordPress Stats  WordPress Stats                                                                                             1,834,104
  9. Rambler  Rambler                                                                                                            1,358,884
  10. Histats  Histats                                                                                                                1,274,871


  • 115 technologies
  • 930k websites

In a highly competitive market like marketing, it’s not surprising to see close margins between the leading techs. Out of 115 technologies, Adobe Marketing Cloud has a seemingly small lead over Marketo as the two top marketing technologies for Top 10K websites. Apart from TowerData and LiveRamp, others fail to break the 1% mark which isn’t that much surprising considering this is still a growing market.

Top Marketing Technologies - SimilarTech

Here are the top 10 marketing technologies based on the number of websites that use them:

  1. OwnerIQ   OwnerIQ                                                                                                               252,959
  2. HubSpot   HubSpot                                                                                                                161,092
  3. Marketo  Marketo                                                                                                                   73,730
  4. Pardot  Pardot                                                                                                                      65,617
  5. Infusionsoft  Infusionsoft                                                                                                          63,028
  6. Adobe Marketing Cloud  Adobe Marketing Cloud                                                                                    50,475
  7. TowerData   TowerData                                                                                                              50,371
  8. LiveRamp  LiveRamp                                                                                                               48,839
  9. Eloqua  Eloqua                                                                                                                      39,505
  10. Zotabox  Zotabox                                                                                                                   22,859


  • 203 technologies
  • 218+ million websites

In the server category, nginx is firmly at the top with a 34% presence on Top 10K sites. Apache and PHP are in a close battle for the second place, with the former gaining approximately a 2% lead. It’s also worth mentioning that Amazon has two separate technologies in the top 8, with a combined 25% market share. In total, over 200 technologies are found on 218+ million websites, making for one of the most diverse markets.

Top Server Technologies - SimilarTech

Here’s are the top 10 technologies based on website usage:

  1. Apache Apache                                                                                                            69,946,425
  2. nginx  nginx                                                                                                               44,775,703
  3. PHP   PHP                                                                                                                  42,757,108
  4. Amazon Hosting  Amazon Hosting                                                                                        39,600,893
  5. Asp .Net   Asp .Net                                                                                                          17,858,374
  6. GoDaddy Hosting  GoDaddy Hosting                                                                                        15,011,763
  7. GoDaddy Nameserver  GoDaddy Nameserver                                                                               13,859,588
  8. Amazon Elastic Load Balancing  Amazon Elastic Load Balancing                                                            9,666,262
  9. Unix   Unix                                                                                                                   6,817,300
  10. IIS  IIS                                                                                                                       6,644,110


  • 124 technologies
  • 324k websites

When it comes to tracking technologies, things are very interesting: 124 technologies and more than 324,000 websites across the world wide web take place in a neck and neck battle for the top spot, currently reserved for Rocket Fuel, barely edging out Maxymiser as the top tracker technology for Top 10K websites. A quick glance at the image below shows just how even the market is and as such, susceptible to change.

Top Tracker Technologies - SimilarTech

And here are the top 10 tracker technologies going by website usage:

  1. Rocket Fuel   Rocket Fuel                                                                                                            40,178
  2. Marin Software    Marin Software                                                                                                    27,439
  3. Reputation Manager   Reputation Manager                                                                                          17,640
  4. Maxymiser     Maxymiser                                                                                                             16,998
  5. Think Realtime  Think Realtime                                                                                                     15,838
  6. TraceMyIp  TraceMyIp                                                                                                               13,100
  7. Adloox    Adloox                                                                                                                      12,794
  8. HitTail  HitTail                                                                                                                      12,262
  9. Tell-a-Friend  Tell-a-Friend                                                                                                        11,360
  10. TapInfluence  TapInfluence                                                                                                          10,161

To make a sale, you first need to understand

There you have it. In the competitive SaaS landscape, there’s too much to do without the help of a comprehensive tool. Basically, your guide to tech stacks dominating 2018 is a platform that will grant you a thorough understanding of whom you’re up against with your product or service, as well as help map out the companies that are your ideal customers and identify different criteria to identify them. Those are the things that truly matter and require your focus, unlike matters such as technical purity and optimization. These can always be achieved at a later stage when your company gets a stronger footing.

Effectively leveraging available technology means driving a change in your company’s culture toward modern needs and demands. In that regard, SimilarTech’s Sales Insights Platform gives you the opportunity to compete and empowers you to lead your business to stardom. This guide is just a small taste of what it can do, including detailed reporting with a wide array of targeting options and actionable insights that go from tech adoption history to correlating technologies and everything in between. One of the pro features that is particularly interesting is creating customizable, real-time alerts that notify you when any company adds or removes a certain technology. This will keep you in the loop regarding market fluctuations and help uncover leads and prospects in verticals you haven’t tapped into (not to mention haven’t even considered).

With the right tools at your disposal, you can create a sales strategy that constantly enhances, generating leads while enabling fewer of them to slip under the radar. As businesses become increasingly digitized, business leaders need to understand how changes in today’s tech allow them to adopt a strategic thinking that can seamlessly integrate its potential. It’s the last piece of the puzzle that will help you step up your sales game.