What is ad tech?
What is ad tech?
Ad tech, otherwise known as advertising technology, refers to the various tools and software that advertisers and marketers leverage when running digital advertising campaigns. Ad tech covers every technical solution used throughout the end-to-end campaign management process, by every player in the ad tech ecosystem.
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The digital advertising of today is a complex and ever-evolving machine with a tech-reliant ecosystem. Ad tech is continually becoming more sophisticated in response to the demands of both the buying and selling sides, as well as the players in the center of the ecosystem.
The process of buying advertising space as pictured above is also known as programmatic media buying. Demand-side platforms and supply-side platforms are examples of major ad tech tools that keep the ecosystem running smoothly.
The major advantages offered by the vast collection of ad tech solutions at the disposal of advertisers and marketers are:
- The ability to streamline and automate processes.
- The efficiencies and gains made by implementing data-driven decision making.
- The confidence to strategically plan and launch marketing campaigns with little manual input.
- Maximizing return on investment (ROI) by optimizing these campaigns in real-time.
Ad tech and martech
Note that the term martech (marketing technology) is used to reference tech in a similar context. Where ad tech covers reaching audiences via paid advertising channels, martech covers marketing via unpaid channels such as email.
The evolution of ad tech
Before the proliferation of advertising software solutions, the process of finding and buying advertising space was largely a manual process, consuming much of a marketer’s time. The introduction of new technologies with next-gen artificial intelligence (AI) and machine learning (ML) capabilities built in has transformed this process, with automation introducing significant efficiencies and optimized outcomes.
Central to the success of modern ad tech is its ability to segment and target audiences, meaning that ad spend is not wasted on cohorts that are unlikely to bring in revenue. Coupled with the ability to make these targeting and optimizing decisions in real-time, ad tech represents a game-changing development in advertising that has revolutionized the role of the growth marketer.
In the “privacy era”, the use of sophisticated tech also gives marketers the peace of mind that their processes are complying with frequently updated regulatory requirements. This proves an onerous task and one open to non-compliance risks if such tech is not involved.
Ad tech and Adjust
As a leading mobile measurement partner (MMP), Adjust is right at the heart of the advertising ecosystem, providing powerful ad tech that enables marketers to measure and optimize their marketing campaigns instantly.
From using Adjust’s Audience Builder to precisely segment your target audience to your custom criteria and benefit from its responsive dynamic updates to measuring campaign performance against set KPIs, we have you covered at every stage of mobile measurement.
Request a demo today to learn how Adjust’s market-leading tech will transform your app’s marketing campaign performance, enabling scalable growth and profitability.
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