AdTechs and MarTechs

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From there, organizations are able to manage their digital campaigns to achieve the best results . Furthermore, these applications mainly deal with the two big tools for today's ads: Google Adwords and Facebook Ads . How did AdTechs emerge? AdTechs emerged in the context of digital transformation , where companies began to need greater efficiency in their digital advertisements. These tools are being used to deal with media buying and identify the ideal audience , and they have become a growing market.


How do AdTechs work? There are different advertising strategies Croatia Phone Number List with AdTech: One of them is a direct relationship between the advertiser and the entity that sells the space , with pricing between them. This is called the supply relationship. On the other hand, we also have a kind of auction of virtual spaces for advertisers , which determines the price based on demand. There is also the possibility of carrying out ad exchanges , in which companies offer spaces for others with the benefit of being able to advertise as well. And ad networks , on the other hand, work based on space packages, sold according to the client's needs.





AdTechs are ideal applications for simple and fast organizational campaigns, without the need for deep segmentation . Therefore, its objective is to attract the unknown audience , not yet defined; thus there is a more general scope. This personalization occurs with data on the behavior and characteristics of users on the web, through cookies . In this way, it is possible to define the most likely people for each type of strategy. What are the differences between AdTechs and MarTechs? Now, when we talk about the use of technology in Marketing, another very important concept that arises is MarTech . At the outset, we can highlight that among their main differences is a question of structure and objectives between both technologies.