Advertisement technology, also now known as Adtech, is a realm of techniques and software that advertisers and agencies use to develop activities for digital marketing. It is wholly different from marketing technology as it targets individual customers. Advertisers use Adtech to reach a wide and potential audience of the product digitally. Just like you view an advertisement in the newspaper, you’d get through an advertisement for different products on your device.
Advertisement technology is based on various factors that help determine the target audience and decide the right approach for digital advertising campaigns. As the digital world was advancing, selling and buying ads was getting complex; Adtech came into existence and streamlined the process.
Players in the AdTech Ecosystem
Adtech is a whole ecosystem; several players together make the whole digital advertising efficient for brands. They are:
Publishers
Publishers provide space to advertisers for running their client ads.
Advertisers
Advertisers responsibly plan and execute the whole advertisement plan for their clients. First, they look for the right audience and make a well-planned strategy to achieve the desired results. For example- Evan Rutchik provides a platform for its clients to put their requirements, and then the tea strategizes the further plan using advertisement technology to meet the client demands. Finally, they use different factors and generate certain reports, accessing which further plan is executed.
Trading Desks
Trading desks use real-time bidding (RTB) to provide services to advertisers and agencies to buy online advertising. They use online data to create the demand and supply of ads in the online market.
DSP (Demand-Side Platforms)
Demand-Sire platforms enable the buyers to evaluate and bid for their desired advertising platform using the RTB execution process.
SSP (Supply-Side Platforms)
Supply-Side Platforms assist the publishers in maximizing their ad revenues.
Ad Networks
Ad networks are online service providers that have proprietary technology rights. They help marketers to run and display advertising campaigns on different platforms to reach the targeted audience.
Benefits of Using Adtech
Adtech tends to simplify and improve digital ad campaigns. It is evolving day by day to add more sophistication to the online advertising market. Here are the benefits of using Adtech to build your business.
Better Utilized Ad Expenditure
Adtech helps advertisers utilize their ad expenses in the right place, at the right time, and to the right audience. It uses first-party and third-party insights to generate data of an engaging audience for the product and services. Brands have certainly made better use of their budget by using adtech compared to traditional media delivery methods. They can now target a potential audience under an affordable price that also rings them a great return on investment.
Efficient Campaign Operations
Adtech allows advertisers and media agencies to plan their ad campaigns more effectively and efficiently. They use ad servers to get a bird’s eye view of their advertisement campaign and analyze its performance and results. As a result, Adtech helps optimize the productivity of the ad campaigns and saves time in ad buying and planning.
Streamline App Advertisement
App advertisement is worthwhile for most businesses ad any people nowadays have a smartphone in their hand. Globally, businesses have used adtech to optimize and streamline an advertisement process. You can create an app-specific and mobile-specific advertisement using adtech and run it on mobile-specific applications. Another benefit is that you can also gauge the advertisement performance. It will show you the insights and even offer comprehensive data on user behavior.
Track Users from One Device to Another.
It is challenging for people to determine if the user on the laptop is the same as the one from the mobile phone. Here, adtech comes to the rescue. Adtech uses digital ID and a hub of big data to track the movement of members across devices. It will segregate the users who have clicked on your ad using virus devices and determine the number of the same users.
Final Words
Adtech has become an essential product in the recent digital advertising market. It uses various insights and factors to determine a list of the target audience. As a result, it helps the advertisers streamline the advertising process and plan and execute the ad campaign smoothly on various platforms. Additionally, investing in adtech will also optimize your return on investment.
