The Ad Tech Industry's Evolution
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The Ad Tech Industry's Evolution

By CIOReview | Tuesday, November 2, 2021

Adtech enables adverts to be delivered to the most relevant audiences at the appropriate time and in the correct context

FREMONT, CA:Media purchasing and advertising used to be a labor-intensive, manual operation that took a lot of time and effort before the emergence of ad tech. Then, in the 1990s, e-commerce took off, and ad agencies found themselves assisting in selecting websites for their clients' advertisements. This entailed conducting research, analyzing stats, and determining which website would provide marketers with the best return on investment.

With the development of the first ad server, the first substantial change occurred. The automated advertising revolution began with the introduction of software that would automatically serve adverts, ending manual ad placement. The Google Ad Manager was born from this original ad server. The ball began to roll swiftly after that, and other innovations emerged due to market demands. A few examples include Google AdWords, ad exchanges, and real-time bidding.

Demand-side platforms were formed out of a need to improve ad targeting and choose the most appropriate real estate for ads. Publishers, on the other hand, needed to regain some control over their impressions rates while also guaranteeing that their ad space reached the targeted higher-paying advertisers, which led to the rise of supply-side platforms. Data Management systems, data analysis solutions, and other solutions that offer user data for all of this ecosystem's components to function properly have appeared.

What is Ad Tech, and why is it Required?

The Ad Tech industry encompasses all of the tools, resources, and software platforms used by the demand and supply sides to interact, buy and sell ads, and optimize advertising efforts.

• Publishers use ad tech platforms to enhance their advertising monetization activities.

• Ad tech is used by businesses to plan and execute media buying and advertising optimization.

• Advertisers use ad tech to reach out to potential customers.

Programmatic advertising would not exist without adtech. Ad Tech enables the delivery of highly targeted advertisements and the implementation of omnichannel marketing strategies, among other techniques. While a large audience can help build brand awareness, this kind of advertisement is less relevant to individual viewers. Adtech enables adverts to be delivered to the most relevant audiences at the appropriate time and in the correct context. Marketers save time, money, and effort as a result. On the other hand, publishers may monetize their digital assets while providing end-users with the most appropriate offer for their queries.