What is Ad Tech?
Ad tech is a set of technologies designed to help advertisers better allocate their budgets and avoid wasteful methodologies. These tools align the correct content with the right audiences at the right time to reduce spending and maximize advertising efficiency. While there are many different suppliers of ad tech solutions, most options fall under two categories – programmatic and omnichannel marketing.
With programmatic marketing efforts, businesses can purchase ad space that targets a particular audience no matter what distribution channel the audiences are using. These solutions allow brands to showcase advertisements to consumers interested in specific items or subjects online by leveraging data analytics available through ad tech software.
Omnichannel marketing will also target individuals across any marketing channel; however, this technology will consider how individuals have interacted with those outlets before showing them an ad. With this solution, advertisers can target first-time users and existing customers with different campaigns without manual interference to select which advertisement to display. These solutions eliminate wasteful spending and maximize the return on ads by avoiding advertisements directed at the wrong audiences.
While programmatic and omnichannel marketing is not the only ad tech solutions available, they are certainly the most prominent and impactful. Instead of organizations purchasing standard placement ads, these tools integrate their advertisements with robust data analytics and technology platforms. These solutions are reshaping the way that businesses think about and engage with media every day.