Advertising Technology, commonly called AdTech, refers to the collection of software and tools that help advertisers, agencies, publishers, and others to target, deliver, and analyze their efforts in digital advertisement. AdTech is designed to make better use of both budget and time invested into advertising procedures, and improves the chances of the right ads reaching the right people at the right time.
Although advertising has been around for a very long time, advertising technology originated in the 1990s with the introduction of ad servers. This prompted the increasing shift from the manual placement of ads to automated advertising, and the rapid growth of e-commerce has contributed greatly to the continued rise of digital advertising.
One of the largest trends in advertising technology is what is known as programmatic advertising, which refers to the strategy of allowing advertisers and publishers to buy and sell traffic automatically rather than through direct negotiation. Due to the large amount of data and traffic that continues to be produced by consumers all over the world, it becomes almost impossible to effectively manage advertising manually. This is why the continued development of AdTech and the incorporation of artificial intelligence hold the greatest potential for advancement.