We have already entered digital marketing. Digital marketing is powered by volume, velocity and variety ( The three Vs) associated with the data world. AdTech are tools, systems and software that enable brands to target, deliver and analyse digital advertising. AdTech enable advertisers to segment their audiences, buy online ad space, serve up ads and analyse their performance. We should not confuse between AdTech and MarTech. MarTech is an umbrella term and is a term that stands for marketing technologies. It includes activities from podcasting to content management to social media management platforms. AdTech can be thought as a branch of the MarTech tree.
AdTech companies promise efficiency and effectiveness of advertising endeavours. AdTech has become a transformative force that has revolutionized the way businesses engages their target audiences. Being the go between force, AdTech is fast changing and reshaping the advertisement process. AdTech enables companies to connect to their prospective customers and attain their advertising objectives. These AdTech companies also taper-proof digital spaces for advertisements and enhance transparency and security from frauds orchestrated by bots in the web.
AdTech is the greatest beneficiary of Big Data. It has completely transformed the advertising industry. AdTech companies have the benefit of accessing real time data and offer insights into the online behaviour of their prospective customers. This data enables businesses to make strategic, profitable, and intelligent decisions. This possibilities has brought about hyper-targeted customized advertising to the audiences that is most likely to buy the product on sale.
The algorithm based mechanism targets the right audience at right time in creative ways. Right time is another important characteristic in the amour of AdTech. It enables it using data analytics to discern the right moment when the prospective receiver is best disposed ( vulnerable) to respond positively to their ad and likely to buy it. Data analytics, thus, enables business to optimize their sales with the help of right adverts to the right people at the right time. Predictive data analytics ,thus, helps the advertisers to generate right adverts and target right audiences.
We are already witnessing or experiencing data-driven advertising. This means AdTech is making data actionable and usable. We have tremendous amounts of data. Data science is working its way to render this data useful. In the context of AdTech, the data scientists are trying to link the data ecosystem to the business ecosystem. These two worlds are brought together by the power of predictive analytics. It is said that AI, machine learning and predictive analytics are set to transform or reinvent the entire domain of AdTech.
But AdTech does not just depend on the technologies of data. Ads address real people. Hence, issues related to authenticity become important. This focus on authenticity challenges the advertisers not to look at people for what they are but for what they like and what they believe. Besides, the they have the challenge to phase out the third party cookies and embrace cookie-less targeting. It is therefore said that they would require to employ or leverage first party data and contextual advertising as alternatives to reach out to their audiences . AI is making contextual advertising more optimal. But when AI is used there is a growing plea for its ethical use.
