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Why Adtech Matters for Online Advertising

Technology has changed the game when it comes to advertising. Whether a team is designing a marketing campaign, or they are analyzing the data from a campaign, technology has made it so much easier while remaining challenging. Adtech is just that, ad technology. The importance of adtech will only grow as more consumers use the internet for their shopping.

Keep reading to learn what adtech is and how it can help your online advertising.


What is Adtech?


What is Adtech


Like we mentioned before, adtech stands for advertising technology. It is basically a series of different applications that will streamline the tasks involved with advertising. What is adtech’s focus? Simple, the day-to-day responsibilities of advertising, such as:

  • Delivering Campaigns
  • Targeting Audiences
  • Analyzing Campaign Data


There are many platforms and companies that have a focus on adtech; they include:

  • Oomph
  • Adroll
  • MediaMath
  • Tapad
  • StartApp

There are other companies that have involved themselves in adtech, like Adobe and Google.


Comparing Adtech to Martech


Comparing Adtech to Martech


Inside the online marketplace, marketing and advertising seem to almost intertwine. However, though true to a point, Martech and adtech rely on different technologies that focus on separate focuses. They both do share one common interest, streamlining your efforts as an advertising/marketing professional.

Once you take a close look at Adtech and Martech platforms, the differences become clear.

As an example, take HootSuite. This is an application for social media management. It is basically marketing technology. It is a simple and quick way to promote your business on social media platforms. It will let you manage all of your social media accounts in a single place. Such social media you can manage are:

  • Instagram
  • Twitter
  • Google+
  • Facebook
  • YouTube
  • LinkedIn

On the other side of the spectrum, you have Adroll, a platform for ad management. This is adtech. It allows you to launch, analyze, and modify advertisement efforts through e-mail, search and display networks, and social media. It basically streamlines your ad work.


Should Martech and Adtech Be Used Together?


While they are different, utilizing both Adtech and Martech in the business strategy of your company is valuable. You are gaining a competitive edge over other businesses in the industry when you use both. This won’t only improve the quality of advertising efforts and marketing campaigns, but their results as well.


Another thing that is beneficial about using both is when you are trying to discover that new clients are being brought to your business. These two in tangent fill in the blanks.


With this important data, you are able to build a campaign that isn’t only smart but informed also. This will drive quote requests, phone calls, and physical location visits.


Now that we have given you some insight into what adtech is let’s focus on what it brings to the table for your company.


Adtech’s Impact on Digital Advertising: 5 Reasons Why it Matters



It doesn’t matter if you are looking for an advertiser or part of an agency that works on advertising; it is important that the value of adtech is understood. You need to know how it impacts online advertising. This value is needed to be known so you can inform the decision-makers in your business, as well as clients. So, without further ado, here are 5 reasons why you should use adtech.


Integrate Toolsets


Integrate Toolsets


One of the biggest advantages of adtech is the combination of advertising tools with single systems. Adroll, for example, takes away the hassle of logging into all of your social media accounts separately. You are able to log into Adroll, and it signs you into all your search and display accounts as well as social media.

This will save you and your team an insane amount of time. You gain the ability to manage all of the advertising efforts online in a single place. You can even optimize the productivity of your campaign by analyzing advertising results.


User Tracking From Device to Device


User Tracking From Device to Device


90% of people begin a task online with one device and finish it with another. This makes it difficult for advertisers to figure out if it is the same user that visited from a laptop that is now using a smartphone.

Google is one of the companies that offer tracking for multiple devices (cross-device tracking) to fix this issue. However, users must log in to an account. When this happens, adtech platforms like Tapad come into play. Tapad will utilize digital IDs, along with a lot of data, to monitor the movement of users who use multiple devices.

This is useful data that allows businesses around the world to better understand the audience they are targeting. They can also understand their behavior. As a company using Tapad, you gain insight into your advertising campaign’s effectiveness.

Let’s use Autotrader as an example. This online automobile marketplace used Tapad to extend its reach. The adtech software helped Autotrader with its cross-device attribution. They have reached more than 10 million individuals in their targeted audience.

It was a major win for Autotrader, boosting their advertising campaign’s performance. They were able to reach a more valuable and relevant audience across many devices. They did this while eliminating the bad habits of previous campaigns.


Bid Optimization for Max ROI


Bid Optimization for Max ROI


Monitoring your campaign’s performance is critical, regardless of how you advertise online. This is how you ensure that you’re bidding the right amount. If you aren’t, you could be drastically cutting into the return of your campaign, which impacts the bottom line of the business.

Adtech allows businesses to optimize the bids they deal with applications like MediaMath. This is a platform that is referred to as DSP (Demand-side Platform). It helps you make smarter bids by using algorithms and important data. You will learn about the impression’s worth for the company.

You get the chance to expand the advertising efforts of your company using funds that you receive from your campaign. This advertising technology will eliminate time-consuming tasks from the calendar. However, it does more than that. It will increase the ROI (Return on Investment).

It isn’t only beneficial to small companies to use this technology; in fact, larger businesses profit from it too. Coca-Cola is a prime example. They partnered with MediaMath in order to optimize their campaigns for numerous brands for their audience in Mexico.


How did it work?


Coca-Cola was able to discover 9 new audience profiles. They also managed to increase their KPI success by 40%. KPI is a key performance indicator. As a result, they were able to move over 50% of their budget to automated advertising and/or programmatic advertising.

Adtech was shown in the case study to deliver a massive impact. It was able to help the business reach its advertising goals while optimizing and re-evaluating their advertisement efforts. As a result, they managed to generate a lot more revenue and customer responses.


App Advertising Streamlined


App Advertising Streamlined 


A majority of Americans (80%) own their own smartphone. Because of this, advertising on mobile applications has become a worthwhile practice for a ton of businesses. Because of this, adtech platforms put a heavy focus on the expedition of advertising on tablets and smartphones.

StartApp being one of these platforms. They create an app-exclusive advertisement while they provide actionable data as well as insights into performance. You get comprehensive user behavior data with this adtech platform, letting you optimize your strategy to greater levels.

Depending on your market/industry, you can utilize adtech in order to gain an advantage over your competition. If your competitors only advertise on social media and search engines, but your audience relies more on popular industry apps, you are able to take advantage of that to reach these users. They are considered to be high-value.


Combine Digital and Print Advertisements


Combine Digital and Print Advertisements


While digital advertising offers better options for targeting, which is afoot in the door for better ROI, many companies focus only on this method. Some companies will invest money and time in a print advertisement.

However, the gap between the two is bridged by a few adtech companies. Adobe and Oomph being only a couple. The software they provide is similar to each other for adtech, converting print publications into text ads that are high quality for the internet.

By taking advantage of these applications, companies are able to optimize the time spent by their design teams on advertising. They also make sure that the standards of quality and functionality for users are met by their digital content, be it for marketing or advertising.

You can excel to greater heights with adtech. You will see a return on your investment, and an increase in time and budget for other important campaigns, like SEO.

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