Adtech is a collection of technologies related to advertising. This term combines the tools and software for advertising agencies that they use in their advertising activities: strategy development, ad setup, and management.
Two large categories of people interact with the phenomenon of advertising technologies: advertisers and publishers.
Adtech for brands and companies is a great tool to promote your business and create optimal marketing strategies. Advertisers collect customer information, modify and optimize their ad campaigns, and maximize their ad budget.
Publishers, in turn, satisfy the needs of advertisers and do their best to ensure that the ad is seen by as many people as possible.
Several types of ad platforms are used in this area: Demand Side Platform (DSP), Data Management Platform (DMP), Ad Exchange, and Supply Side Platform (SSP).
- DSP – interacts with various ad exchanges and publishers to help advertisers buy space at the best price
- DMP – identifies general trends in end-user behavior by analyzing large databases.
- Ad Exchange – platforms that provide buying and selling ads on ad networks. Works on the principle of a real-time exchange.
- SSP – roughly speaking, it is analogous to the DSP system only for publishers, helping them to accept requests from exchanges in real-time.
Platforms such as Simpli.fi PubMatic and SmartyAds are excellent examples of flexible and transparent advertising platforms.
