The term Ad Tech which is the short form of advertising technology describes different analytic methods and digital tools in the context of advertising.
Ad Tech usually refers to all software and technologies used for delivering, controlling and targeting online advertisements. Thus it includes technologies like Demand-Side-Platforms (DSP), ad networks or different targeting methods. Companies mostly use ad technologies to collect more information about their users and to deliver their advertisements to more specific target groups. This is how Ad Tech can help companies to improve their revenue and efficiency.
Since the number of competitors in the digital marketplace has grown dramatically within the last years, the handling of Ad Technologies has become an essential part of almost every company’s marketing performance. These technologies help both publishers and advertisers to create a better value for themselves within the ad trading process.