What is AdTech: Unlocking the Secrets of Digital Advertising in 2024 

In today’s business landscape, digital advertising is essential to any strategy striving to connect with the target audience effectively. As such, this article will explain what is AdTech, ensuring it is understandable to all.  

We will explore key concepts and terms essential for navigating the world of advertising technology, such as supply-side platforms (SSP), demand-side platforms (DSP), ad exchanges, agency trading desks (ATD), ad servers, and many more. Additionally, we will discuss the differences between AdTech and Martech.  

So, whether you are a marketing professional, publisher, or advertiser, this article has got you covered. So, let’s discover the endless possibilities that await in the dynamic world of digital advertising technologies! 

What is AdTech 


Let’s give an answer to what is AdTech. Advertising technologies are like an umbrella term that encompasses tools and software for both publishers and advertisers to effectively connect with their audience and deliver impactful ads and trading deals, and not only via programmatic algorithms. 

It serves as the backbone of digital advertising, encompassing essential components, enabling brands to optimize budgets and maximize ROI. 

With AdTech, advertisers become adept strategists, meticulously planning and refining campaigns using sophisticated tools such as:   

  • demanding-side platforms (DSPs),  
  • supply-side platforms (SSPs),   
  • agency trading desk (ATD),  
  • ad servers,   
  • data management platform (DMP),   
  • and ad networks.   

Advertisers leverage AdTech’s capabilities to achieve precise targeting, ROI analysis, and comprehensive customer insights, while publishers benefit from increased ad impressions and revenue streams. As the digital landscape evolves, Adtech remains at the forefront, driving innovation with strategies like programmatic and omnichannel advertising. 

Ad Tech’s Functionality for Publishers and Advertisers 


AdTech acts as a facilitator, optimizing efficiency and revenue for publishers and advertisers alike. On the demand side, advertisers can strategize to reach their target audience at the best possible price. This is achieved through personalized programmatic campaigns, ad targeting, and retargeting of potential clients, all made possible by AdTech. 

For publishers, AdTech offers immense benefits. It enables the creation of full-funnel marketing strategies based on programmatic software. Publishers and resellers can monetize their digital assets by displaying advertisements on designated ad spaces, generating revenue on the supply side.  

With the assistance of advertising technologies, publishers can streamline inventory monetization and track essential assets, often within a single interface. 

As for advertisers, AdTech helps them manage and deploy complex campaigns over many websites while keeping the targeting as specific as possible. Nowadays, AdTech platforms allow them to come up with original, interactive ads that no other traditional medium allows, even surpassing in innovation some of the mainstream digital ads options. 

Tracing the History of AdTech 


In the early 1990s, companies started exploring the world of public websites. Advertisers swiftly recognized the untapped potential of this new digital frontier and dove into uncharted waters. In 1994, the first glimpse of online display advertising emerged as a banner ad on HotWired’s website. 

With a mere three-month lifespan, this banner ad saw an astounding 44% click-through rate—an achievement rarely matched in today’s digital age, where clicks are a precious commodity, with only 2% or 0.02% grabbing attention. 

In 1995, the first ad server made its debut, automating ad serving and revolutionizing advertising as we know it. This pioneering ad server would later evolve into the Google Ad Manager. 

Fast forward to 2000, and Google AdWords emerges as the first self-serving advertising platform, paving the way for advertisers to take control of their campaigns. 

Between the early 2000s and 2010s, programmatic advertising experienced exponential growth, fueled by advancements in data analytics, targeting capabilities, and real-time bidding technologies. Demand-side platforms (DSPs), supply-side platforms (SSPs), and data management platforms become integral components of the programmatic ecosystem. 

In 2003, the first ad exchange, Right Media, debuted, with DoubleClick following suit. Google’s acquisition of DoubleClick in 2007 further solidified the importance of ad exchanges in the digital advertising landscape. 

The introduction of real-time bidding (RTB) in 2007-2008 marked a seismic shift in advertising. It allowed advertisers to purchase individual impressions via real-time auctions, a game-changing approach. During this period, they also witnessed the emergence of demand-side platforms (DSPs), further solidifying the paradigm shift in how advertisers approached media buying. 

As we enter the 2010s, the Ad Tech ecosystem expands to include various technologies and solutions, from ad verification to attribution modeling. However, this period also brings increasing concerns about data privacy and consumer consent, leading to the introduction of privacy regulations such as GDPR and CCPA. 

In response, Ad Tech companies adapt their practices to comply with regulatory requirements and enhance data collection and usage transparency, ensuring a more ethical and user-centric approach to digital advertising in the modern era. 

Key Components in Ad Technologies


Programmatic advertising revolutionizes media buying and selling through automated technology, allowing advertisers to target audiences based on data insights precisely. It operates as an online marketplace where publishers and advertisers connect effortlessly.  

By automating ad purchases across multiple platforms, it ensures efficiency, transparency, and real-time optimization. With the power of AI and machine learning, ads are delivered to the most relevant audience at the perfect moment, making it a cost-effective solution for all involved. 

Programmatic Direct is your backstage pass to advertising success! No intermediaries, no fuss – just direct deals between advertisers and publishers. Snag prime ad space effortlessly, easily reach your audience, and lock in fixed creative management platforms (CMPs) for smooth sailing. It is efficient, it is automated, and it is your ticket to advertising greatness! 

Real-time bidding (RTB) has changed digital advertising by allowing advertisers and publishers to quickly trade ad spots. This technology optimizes ad placements in real-time, making display advertising more exciting. Display ads have improved over time from simple banners to interactive experiences that encourage users to click and explore.  

Initially, advertisers, publishers, and users started digital advertising. Then, ad networks, led by DoubleClick, changed how ads were distributed and managed. Ad networks purchase publisher traffic and sell it based on cost per click (CPC) or cost per thousand impressions (CPM), optimizing placements to fit budgets. 

Types of Ad Tech 


Before we continue, let us take a moment to get to know some of the key terms in the world of Ad Tech. Together, we will explore these important concepts and make sense of the fascinating world of digital advertising. 

Publishers create digital content and ad spaces, using supply-side platforms to manage and monetize their ad spaces. They curate diverse content formats and collaborate with ad networks to fill their inventory with relevant ads. Employing first-party ad servers, publishers directly sell ad slots to advertisers, ensuring tailored ad placements. Third-party ad servers offer similar functionalities independently. Overall, publishers play an important role in driving engagement and revenue growth in digital advertising. 

Advertisers invest in ads to raise brand awareness, generate leads, and increase sales. They collaborate with ad agencies, Ad Tech platforms, and media partners to plan, execute, and optimize their campaigns. These are just a few of the key players shaping the digital advertising landscape. While there are numerous Ad Tech companies in the market, these are just a few of the key players shaping the digital advertising landscape. 

Supply Side Platforms 

Supply side platform shortens as SSP and is a platform that helps publishers sell ad space on their websites or apps easily and efficiently. It simplifies the process of online advertising and empowers publishers to quickly find suitable ads, negotiate bids in milliseconds, and deliver targeted ads to specific audiences. It is like having a trusted friend in advertising that makes managing ad space simple and user-friendly. Supply side platforms (SSPs) efficiently manage publishers’ ad inventory across exchanges, maximizing revenue through real-time programmatic selling. 

Demand Side Platforms 

DSP (Demand-Side Platform) automates ad inventory purchasing, streamlining the decision-making process and empowering advertisers to optimize and track campaign results effortlessly. It saves time and money, reaching the right audience at the right time across multiple websites. DSP is the go-to tool for advertisers looking to conquer the digital advertising landscape. 

Ad Networks 

Ad networks are the go-between for publishers and advertisers, bundling unsold ads from multiple sources and offering them to advertisers. They use algorithms to match advertisers with the best publishers for their target audience. Ad networks simplify the ad sales process by consolidating bids and inventory from various exchanges. A 

Ad Exchanges 

An Ad Exchange is a digital marketplace that uses real-time bidding to optimize ad space trading. Unlike ad networks, ad exchanges rely on technology to make transactions smoother and more efficient. They offer control to advertisers, ensuring ads appear where desired and at the right cost. Ad exchanges are like the stock market of digital advertising, using algorithms to optimize bidding and connect buyers and sellers in dynamic auctions. They offer a reliable mechanism for advertisers to access ad inventory and maximize revenue for publishers. 

Ad Servers 

An Ad Server is a technology that delivers and manages online ads while providing essential performance metrics. It stores campaign assets and facilitates relationships between advertisers and publishers. It’s the backbone of online advertising that ensures ads are delivered seamlessly to websites and apps. 

Agency Trading Desks 

ATD or Agency Trading Desk simplifies media planning and buying across channels, benefiting brands of all sizes. ATDs are more like a simplified version of the demand side platform (DSP) for advertisers that are not yet ready to dive into complex ad tech, providing valuable resources to maximize advertising efforts without hassle. 

Data Management Platforms 

DMP (Data Management Platform) bridges Adtech and Martech by gathering and organizing audience data from various sources to create audience segments based on behavior. Advertisers leverage DMPs to understand potential customers better, personalize ads, allocate budgets effectively, and measure campaign success.  

DMPs centralize first- and third-party data, providing insights into users’ demographics, interests, and online behavior, as well as helping to optimize strategies and reduce ad spending. Additionally, DMPs analyze incoming user data to create target audience personas for precise message customization, ultimately improving campaign efficiency and profits. 

Adtech and Martech: Understanding the Differences 


Adtech and Martech are two distinct concepts that are often mistaken for one another. While Adtech is responsible for managing ad spend and media buying, Martech automates and refines marketing strategies. 

Adtech tools help businesses run digital ad campaigns and enable publishers to sell ad space to a broad range of advertisers. On the other hand, Martech encompasses various tools that automate and refine marketing efforts across different channels, both online and offline. 

Adtech primarily focuses on paid channels using advanced audience insights to reach consumers effectively. In contrast, Martech leverages owned channels such as social media and email, utilizing first-party data to create tailored strategies. 


The Adtech industry has experienced tremendous growth in the last two decades, thanks to technological advancements and an increasing number of providers. These advancements have made buying and selling advertising space more efficient. Innovations such as generative AI, 5G connectivity, and big data analytics have further revolutionized the industry.  

However, 2024 will be a significant year for Adtech. The phasing out of third-party cookies presents both challenges and opportunities. Companies that have invested in identity resolution, data clean rooms, and unified IDs are better equipped to navigate these changes. 

The introduction of IP masking by Google adds another layer of complexity, particularly for attribution in Adtech. The status of Chrome APIs is unclear, leaving room for alternative solutions like data clean rooms, which are gaining popularity among companies aiming to enhance technology advertising and marketing return on investment (ROI). 

The adoption of privacy-friendly first-party data and technologies such as contextual advertising and universal IDs is expected to increase in 2024. Technological innovations, including AI-driven solutions and enhanced data analytics, will drive targeting precision and campaign optimization. 

AI algorithms will play a crucial role in real-time ad creative optimization, ensuring dynamic content evolution based on user interactions and preferences. Meanwhile, the global expansion of 5G networks underscores the importance of seamless connectivity, with telecom operators and IPX providers playing key roles in driving advancements. 

Augmented reality (AR) and virtual reality (VR) are emerging as essential components of advertising, offering immersive and interactive experiences. Brands can leverage AR/VR ads to engage users in virtual product interactions, enhancing the overall advertisement tech experience. 

Top Adtech Platforms for 2024 


As previously mentioned, numerous types of advertising technologies serve specific purposes. However, various platforms offer these services. Let’s take a closer look at the most important platforms that offer these services and explore more details about them. 

Amazon DSP 

Amazon DSP is a platform that enables advertisers to purchase ad space and traffic impressions through real-time bidding (RTB), connecting them with ad networks, ad exchanges, and SSPs to reach their target audience more effectively. This software streamlines the advertising process, optimizing costs and time to enhance campaign effectiveness, with ads distributed across various websites. Amazon DSP offers display, video, and audio ads programmatically. 


The Coinzilla AD network platform is designed to facilitate relationships between buyers and sellers. It directly connects publishers with advertisers, selling their inventory based on the advertiser’s budget through bulk selling and a transparent CPM pricing model. This straightforward approach makes Coinzilla a crypto user-friendly platform, ensuring a hassle-free experience for advertisers. 

Sevio Ad Manager 

The Sevio Ad Manager SSP is designed for publishers, simplifying the ad space selling process. It links publishers with ad exchanges, DSPs, and ad networks, enabling them to sell their inventories and participate in bidding processes to maximize revenue. 


Eskimi, a comprehensive programmatic advertising platform, equips advertisers with a wide range of features. It enables them to purchase inventory in real-time through ad exchanges. With geolocation targeting,  

Eskimi reaches specific audiences, while its self-service capabilities save advertisers time and costs. The platform provides valuable insights into audience interests, device usage, and locations, enhancing ad-targeting efforts. These comprehensive features make Eskimi a powerful tool for advertisers. 

Adobe Audience Manager 

Adobe Audience Manager is a versatile Data Management Platform suitable for businesses of all sizes. It allows marketers to create and identify customer segments across channels, offering a holistic view of audiences. By integrating various data sources, Adobe Audience Manager delivers unified audience profiles for targeted and personalized campaigns across different platforms. 

Ready to enhance your ad performance?  

Advertising technology (AdTech) may seem complex, but it has revolutionized the advertising industry. AdTech is a significant improvement over traditional methods, meeting specific needs and constantly evolving. Successful campaigns heavily depend on AdTech.  

As AdTech advances, brands gain more efficient ways to reach their audience. Why not leverage this cutting-edge technology ad to optimize your campaigns and maximize your budget? By mastering available tools and ad technology, advertising professionals can create impactful ads that connect with their target audience.