User:Grit PR/sandbox

= Advertising Technology (AdTech) = Adtech (short for advertising technology) is the umbrella term for the software and tools that help brands and media agencies target, buy, deliver, and analyze their digital advertising efforts. (1) AdTech is connected to the concept of Programmatic buying. “Advertisements are increasingly being delivered via automated software systems operating across multiple websites, media services, and platforms, known as programmatic advertising".

As buying and selling digital ads became more complex, adtech emerged to streamline the process. Common adtech tools, such as demand-side platforms (DSP), are technologies that enable advertisers to buy impressions and select audiences across many online media. Now, adtech enables advertisers and agencies to manage campaigns effectively. It also allows brands to make the best use of their budget and help maximize their return on investment (ROI) in digital advertising. Ultimately, the adtech landscape allows advertisers to strategically plan and optimize their advertising campaigns.(2)

Lately, the concept of programmatic advertising has expanded from the original scope of buying advertising space on a publisher’s site to all possible channels. (https://www.reutersevents.com/marketing/customer-experience/theory-programmatic-everything)

“Programmatic everything” as a concept includes also buying social, search, display, TV, and even print. Anything bought using a program - a software - can be considered programmatic buying.

The difference between AdTech and MarTech

Adtech is focused on reaching consumers through paid channels using sophisticated audience insights and advertising technology, while martech (marketing technology) focuses on reaching audiences via unpaid or owned channels using a brand’s first-party insights.

Adtech uses technology to facilitate and automate media buying and optimizing ad spend. Martech uses technology to automate or facilitate marketing strategy implementation and processes based on a brand’s first-party audience and through the brand’s owned media channels, like email, website, in-app and sales nurturing activities. Marketing and sales teams are the primary martech user (3).

The technology that makes up AdTech

 * Demand-Side Platforms (DSPs) - These are specific platforms that allow media buyers to run various ad campaigns and buy inventory through a single user interface. These platforms represent a crucial component of the real-time bidding process, allowing advertisers to purchase media on an impression-by-impression basis. DSPs often use DMPs to enhance media buys and improve targeting.
 * Supply-Side Platforms (SSPs) - Supply-side platforms provide security, automation, and efficiency to publishers selling their available inventory to advertisers. While this platform is not mandatory for this process, they offer the most yield and also provide better insights into the audience.
 * Search-Engine Marketing (SEM) Platforms - SEM platforms ensure the promotion of websites, which provide better visibility in search engine results pages (SERPs). They are strictly connected to paid advertising and buying ads.
 * Social media platforms - platforms used to serve paid ads to a target audience with a process called social media advertising.
 * Native Advertising providers - providers for native advertising, paid ads that match the look, feel and function of the media format in which they appear
 * Programmatic audio - it is the use of technology to automate the process of buying ads in audio content such as digital radio, podcasts, and music streaming services
 * Connected TV - Connected TV advertising, or CTV advertising, allows brands to reach their audience on smart TVs and OTT devices
 * Digital Out of Home - digital media that appears in environments accessible to the public. This includes digital billboards and outdoor signage, as well as networks of screens found in businesses.
 * Ad Exchange - This dynamic tech platform works similarly to how the stock market buys and sells stock. It works pretty much the same way but between advertisers and web publishers.
 * Ad Network - The ad network will buy any unsold inventory from publishers, repackage it and sells it to advertisers.
 * Ad Server - It is a web-based tech platform that decides which ads will appear on what websites. They also serve and collect data, reporting metrics such as clicks, impressions, etc.
 * DMP - a software based on cookie technology that collects, organizes, and activates first-, second-, and third-party audience data from various online, offline, and mobile sources. It then uses that data to build detailed customer profiles that drive targeted advertising and personalization initiatives.
 * CDP - a software based on User ID tracking that collects and unifies first-party customer data—from multiple sources—to build a single, coherent, complete view of each customer.