How AdTech Is Transforming Digital Advertising


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With rising digital marketing budgets, the use of AdTech has increased. Innovations in the industry for programmatic advertising and data-driven targeting have made advertising more complex, personalized, and trackable. It is fast becoming a challenge to use manual planning strategies. Digital tools will show the way for better advertising planning and strategizing.

A need for efficiency for billions of online interactions is driving the growth of AdTech.

Demand-side platforms (DSPs) assist buyers in purchasing ad inventory and supply-side platforms (SSPs) allow publishers to sell ad space, purchase specialized audience inventory, or create creatives. Thus, by combining these elements, AdTech platforms will make advertising more efficient and effective. The platforms that will enable both DSP and SSPs to deliver efficient advertising strategies use automation and data analytics.

According to “AdTech Market Statistics: 2031” report, by Allied Market Research,

The Global Ad Tech market was worth USD 748.2 billion in 2021. It is expected to reach an estimated value of USD 2.9 trillion by 2031. Clearly the adoption of AdTech will be further solidified in the coming time.

Benefits of AdTech

Advertising technology tools helps firms automate or shorten processes to make the advertisements more relevant and cost-effective. These enhance the relevance of marketing and allows companies to gather relevant consumer insights. It can also effectively boost conversions, ROI, Return On Advertising Spend (ROAS), and other metrics across the board.

The most significant benefits of AdTech are as follows:

  • Saves Time and Resources

One of the primary advantages of employing advertising technology is the ability to save a significant amount of time and resources. Instead of manual to-do lists, firms are now using AI tools, freeing up time to focus on business responsibilities.

Today, AdTech platforms and technology enable the faster creation, management, delivery, and improvement of digital advertising campaigns.

  • Reach More Ideal Customers

AdTech also enables firms to create highly focused campaigns that reach the target demographic. Undoubtedly this leads to more business leads and conversions.

AdTech enables a better quality of market data, and hence enables marketers to craft better strategies for outreach. AdTech platforms make advertising activities more focused. The data on customer preferences can now be crunched better, faster and can deliver more accurate insights.


  • Ensures A Higher Return On Investment

One of the most significant advantages of advertising technology is that it gives companies a more significant RoI.

It enables a drastic reduction in the cost of skills that would have worked on the advertising strategies and delivery manually. This way the RoI that AdTech platforms deliver is very high. Companies and marketers can now get very fast, very accurate and very effective insights for advertising buying, at much lower cost.

In addition, AdTech platforms enable measurable impact of the marketing strategies. Advertising technology allows them to monitor and measure the effectiveness of their efforts. As a result, the companies can course correct, or refine their tactics to achieve even better results for the business in the future.

  • Better data analytics

With AI, automation and cloud as the backbone, Adtech platforms enable a much more accurate data analysis. They can deliver much more accurate projections and predictions of intended market segments. Intent data can be better analyzed on digital platforms.

This makes sure that strategic insights are backed by accurate data analytics, not manual calculations that are error prone.

Maximizing the Effectiveness of AdTech

Leveraging AdTech requires a well-thought-out strategy that aligns with business goals and resonates with the target audience. With digital advertising, marketers can access a wide range of tools and platforms to reach their target audience effectively.

However, with so many options available, it can be overwhelming to navigate the AdTech landscape. Some of the ways that the benefits of AdTech can be utilized are:

  • Setting Clear Objectives for AdTech Implementation

By setting their objectives, firms can tailor their   to achieve this specific goal.

Whether the goal is to increase brand awareness, drive website traffic, or boost conversions, the AdTech strategy can be fine-tuned at this point to achieve that goal.

Moreover, having specific and measurable objectives will provide direction and help evaluate the effectiveness of the technologies and tools in the platform. Then it becomes easy to evaluate the impact of using digital AdTech platform as well.

  • Developing A Comprehensive AdTech based Marketing Plan

The plan should outline the key aspects of the target audience, ad formats, budget allocation, and a timeline for campaign implementation.

When determining the target audience, it’s essential to carry out a thorough market research. Recognizing their customers’ interests and online behavior will also help the companies to craft compelling ad messages that resonate with them.

At this stage, it’s also important to consider the various ad formats available and choose the ones that best resonate with the target audience.

For example, if companies have a younger consumer base, using appropriate platforms will help showcase products in a visually appealing way.

  • Budget Allocation

Allocating the budget strategically across different ad formats and platforms will improve its reach and impact.

On the other hand, it’s important to monitor the performance of each ad campaign closely. Marketers can make adjustments as needed to optimize their return on investment.

  • Timeline Implementation

Creating a timeline for campaign implementation will help firms stay organized and ensure that the AdTech marketing efforts are executed in a timely manner.

This timeline should feature account key milestones, such as the launch date, duration of the campaign, and any important events or promotions that align with the overall marketing objectives. This will help ensure the goals initially set are met as per the timeline set.

The Future of AdTech

Businesses are already using technology to change how they market their products and services. Automated campaigns and AI-based technologies are making inroads in various advertising strategies. These developments allow B2B firms to reach an even larger audience base and track their marketing strategies’ results in real time.

AI will further drive AdTech marketing. The market will be transformed through the use of predictive analytics, ad targeting, and automated campaign optimization.

With further developments in AI-powered algorithms, marketers can analyze much data to deliver relevant and personalized ads. This will play an important role in making AdTech marketing strategies more successful.


Adoption of AdTech among marketers is growing, and platforms are boosting engagement and performance in a competitive landscape.

Whether a company wants to use programmatic buying, an advertiser wants to use interactive ad content, or a brand wants to connect with customers on a deeper level, understanding and using advanced AdTech platforms can be the key to success.

The right AdTech tool will be the key differentiator for modern marketing success in today’s ever-changing landscape.

Check Out The New TalkMartech Podcast.

Aafreen Shaikh
Aafreen Shaikh
Aafreen Shaikh is a Senior Associate Editor with OnDot Media. She has had professional exposure in the research industry for 6+ years. She is interested in several tech-related topics, such as AI, IoT, and marketing technology, to mention a few. When not absorbed in the latest gripping page-turner, Aafreen loves spending far too much time playing the latest games on the computer. She also loves to stay abreast of industry trends and reads up on as many publications in that domain. Her insights in the IT domain are translated into the crisp and fresh perspective-based content she creates.


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