What is AdTech [+Types Worth Investing In]

New technologies always encourage scrutiny and critical analysis, and ad tech is no different.

This discipline has been around for a few years, but it has only recently caught the attention of savvy ad tech agencies. In the age of big data, they have realized that relationships with ad tech companies make them more powerful and more attractive to customers.

The age of social media has forced agencies to explore innovative ways to interact with relevant users rather than relying on typical broadcast or digital media purchases. And the benefits for agencies investing in ad tech are numerous. Global advertising is projected to recover to 10.4% growth for a total spend of $ 634 billion

But there is one more problem: Many young advertising agencies are still trying to figure out what exactly adtech is – and how best to use it to their advantage.

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If you’ve scratched your mind at the terms “programmatic” or “omnichannel”, you’ve probably heard a little about what ad tech does (though you may not even have realized it). For example, programmatic advertising buys audiences instead of time slots: remember to buy ad space that reaches a specific audience, wherever they are, instead of buying a prime-time TV commercial and hoping the right people are watching.

Omnichannel marketing reaches target customers across all channels – mobile, video, desktop, and more – in the context of their interaction with a brand (those who see an ad for the first time get a different message than those who have looked at the brand multiple times) . Omnichannel and Programmatic aren’t the only two tools in advertising technology, but they are two of the most revolutionary.

That said ad tech is designed to help advertisers make better use of their budget. Ad tech methods deliver the right content to the right consumers at the right time, avoiding unnecessary spending.

Nowadays, ad tech methods backed by influential data are making it possible for agencies to get smarter placements that effectively place advertising where it’s needed most. This helps reduce unnecessary overhead and bring advertisements to users at critical touchpoints, which is helpful for both brands and consumers.

Instead of the usual placement purchases, advertising agencies can integrate their ads using high-level data and technology. It is a logical next step towards seamless integration and effective, value-adding placements. And it redefines how agency planning and strategy teams view media.

The advantages of advertising technology (AdTech)

Ad Tech has a lot of moving parts, which means there are tons of opportunities for agencies to stand out. The variety of ad tech data allows for more detailed and relevant targeting and integration. It also requires relying on trusted ad tech solutions and platforms to get the most out of any advertising campaign.

A significant effect for agencies and their customers is a noticeable improvement in interactions with prospects. Thanks to Ad Tech, brands can now connect all advertising channels. That means say Goodbye too clumsy, unnatural advertising that irritates users and frustrates agencies and their customers. Instead of this, Cross-platform consistency ensures brands reach users consistently and logically.

Retargeting has also grown in popularity thanks to ad tech – so much so that it accounts for around 90% of all advertising costs. In other words, it won’t go away.

The problem is, it can be too intrusive, resulting in decreased effectiveness. By leveraging RTB options powered by ad tech data, agencies can drill down and target only those audiences who are most likely to convert without pestering those who don’t.

Connect the dots between ad tech companies and agencies

Knowing they need each other to be successful, agencies and ad tech companies share a mission to figure out how to build long-term relationships. Deeper connections are usually created through regular communication, realistic expectations, and thoughtful customization.


It is important to touch the grassroots regularly and work transparently between both parties. There can be no “set it and forget it” attitude in the online advertising industry.

With new integrations between data, technology and content There has to be a consistent participation of the parties from start to finish. To this end, more than ever, media publishers are holding discussions with their agency partners about content and other creative endeavors. This makes it imperative for ad tech organizations and agencies to have an “open door” policy.


Fast turnaround times are another important factor to keep in mind in the relationship between agencies and ad tech professionals. Everyone wants fast turnaround times, but sometimes things can be lost if too much happens at once and sometimes quality is compromised.

Do you want something mediocre ready tomorrow or something impressive to have by the end of the week? You probably want the latter. Project management helps to smooth the flow between ad tech and agencies and ensures more successful campaigns.


Imagine you’re a customer who just saw a cell phone ad that caught your eye. If you surf the web on your laptop, you will see the same display. Then you’ll see the same thing next time you’re on YouTube, and then again before your next Hulu binge session. It gets annoying to see the exact same content and your interest inevitably drops.

However, content and strategies cannot be reused across all channels – this is a dinosaur-era approach that will backfire. Agencies and brands are realizing that they need to customize creative assets for each channel and integration. It is no longer acceptable when it comes to the media, a “match baggage” mentality. Agencies can work hand-in-hand with an ad tech partner to get exceptional results through data interpretation.

Trends in advertising technology

1. AI AdTech

Programmatic advertising has continued to grow and one of the advancements in the process is the use of automated, artificial intelligence. AI can automate the ad buying process so advertisers can target more specific demographics.

As advertising technology becomes more complex, the demand for automation will continue to grow. Not only does it make media buying easier, but AI can make adjustments in real time across all channels.

2. Self-service AdTech

One of the latest trends in advertising technology is the introduction of new technologies that offer self-service options. For example, AdVendio enables users to significantly reduce operational costs and time spent managing customers by providing a branded platform for end-to-end management of advertising campaigns. This means that advertisers on a low budget can scale their business activities.

This gives advertisers more control and makes it easier for them to set up and manage advertising campaigns.

3. Header bidding

Header Bidding is an automated auction technology that enables publishers to sell their inventory to advertisers through multiple Demand Side Platforms (DSPs) while receiving bids from multiple advertisers.

With header bidding, publishers can receive bids from multiple advertisers at the same time. We believe this trend will continue to grow as it ensures advertisers receive a reasonable base demand rate for their ad inventory.

AdTech solutions

Mobile AdTech

When it comes to finding ad tech solutions, you should break down the type of advertising you are doing. For example, if you only want to advertise on mobile devices, you can use mobile advertising technology solutions.

A mobile ad tech solution is the basis. With this software you can plan, buy, analyze and optimize your mobile advertising campaigns. This software has robust business intelligence, workflow automation and is based on artificial intelligence.

Another example of mobile ad technology is Celtra. With Celtra, marketing teams can design, approve and deliver digital assets for their mobile advertising campaigns.

Online advertising technology

Online advertising technology is a solution that allows you to advertise online regardless of the device type. A good example of this is AdRoll. With this ad tech solution, you can find more customers, build profitable relationships, protect your customer data and improve your advertising results.

Adtech software: adroll

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Another example of online advertising technology is the Google Marketing Platform. You can manage all of your campaigns, from search engine display advertising to retargeting to display and video campaigns.

Video advertising technology

When creating your ad campaigns, it is important to be creative and think beyond display search advertising. You can use video ad tech solutions like Tik Tok Ads. With this solution, you can use unique engagement solutions and immersive formats to connect creatively and authentically with audiences around the world.

Adtech Solutions: Tik-Tok Ads

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Another example is StackAdapt. StackAdapt is a self-service advertising platform that specializes in multi-channel solutions, including native, display, video, connected TV and audio advertising.

Native advertising technology

Native advertising is when paid ads match the look and feel of the media format in which they appear. Taboola is an ad tech solution for native advertising. With Taboola you can reach new target groups and place your ads in a similar media format as your ad.

Another example is Outbrain. This advertising platform helps global to emerging brands connect with consumers on the open web through engaging ad formats that encourage action.

Do more with Ad Tech

Advertising technology has grown rapidly and is showing no signs of slowing down.

As it becomes more widespread, agencies can leverage the capabilities of advertising technology to develop more integrations, more data sharing, greater reach across all channels, and cleaner integrations for content.

When signmaking and agencies work together, the user experiences get better and more positive, and agencies are rewarded for their commitment to taking advantage of lasting relationships with signmaking vendors.

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