The term “Ad Tech” is used to define the set of technologies used in advertising to support online campaigns and their management. In this case, in fact, Ad is a contraction of the term “Advertising.”
As digital technologies and the advertising market evolve,Ad Tech is proving increasingly important and crucial to:
- Automate and schedule the purchase and distribution of advertisements;
- collect and process valuable information and data on users’ browsing and purchasing behaviour, so as to propose advertising messages that are increasingly relevant to their expectations, anticipating their desires.
In the field of Ad Tech, as is easily understood, the use of algorithms and AI solutions plays a key role.
They are in fact responsible for:
- classifying data;
- ensuring data homogeneity;
- identify recurrent patterns;
- evaluate predictive indications.
Ad Tech includes numerous tools and technologies.
We present the main ones in detail:
- Demand side platform: it is software used by advertisers to buy video ads, display ads and mobile ads.
- Supply side platform: it is a platform used by publishers to sell digital ad impressions (video, display, mobile devices).
- Agency trading desk: it is a tool or set of services regarding media planning and buying provided by agencies.
- Ad servers: they are responsible for placing ads on websites or apps.
As we can easily guess, Ad Tech is a very complex ecosystem, but one that is essential to adapt to the evolution of the web and marketing strategies that are increasingly oriented towards a data-driven approach.
