What is AdTech


25 years ago the world saw the first ever digital advertisement placed on Hotwired magazine website. Who could imagine back then that it would be a life-changing moment for the whole marketing industry? Over the years, AdTech, or programmatic advertising, has become one of the key buzzwords and the hottest place for global investments expected to reach $557 billion this year. But what exactly is AdTech and why is it worth incorporating into your business starting now? Here are the answers.

Advertising technology put simply

Advertising technology

In the era of the omnipresent Internet and never-ending big-data generation, unpretentious and uncontrolled online advertising is not an option anymore. Without having a clear understanding of your ad performance, reaching the target audience would be like a shot in the dark.

To help businesses build viable ad strategies, boost revenues, and improve audience targeting AdTech came to the stage. Advertising technology is in fact a set of automated tools powered by ML and AI aimed at making the process of digital product and service offering more targeted, agile, precise, and cost-effective. AdTech is all about delivering the right ads to relevant audiences eliminating pointless waste of ad budgets and providing business owners with in-depth data-driven insights about the efficiency of their advertising campaigns.

A bumpy road to success

Powerful advertising

AdTech as we know it has come a long way to become a powerful advertising tool that revolutionizes businesses. From simple banner online ads on websites in the mid-nineties to real-time, in-app mobile ads, AR, and AI used in modern advertising - let’s dig a bit deeper into the swift yet mind-blowing evolution of AdTech.

If to look at the timeline of AdTech development, we could see that each year since 1994 there has been at least one major innovation in the industry, making its evolution extremely intense and fruitful. During 1994-1999 we saw the advent of online banners, Yahoo search engine, double-click technology, pop-up ads, and the advent of unrivaled to this day Google search engine.

The next couple of years were less cloudless. Along with the emergence of Facebook and LinkedIn platforms, promising in terms of advertising potential, adblocking tools were born too. And as the icing on the cake, the mid-2000s was the time of a huge dot com bubble burst resulting in a heavy yet temporary AdTech downfall.

The rebirth of ad technology is attributed to the arrival of major advertising platforms such as YouTube, Twitter, Instagram, and Snapchat which made mobile ads a major gold mine.

Today AdTech is driven by a variety of tools and technologies like the IoT, sponsored posts, in-app ads, voice search assistants, augmented reality, and AI. The mix of innovations makes the advertising industry shine brightly and opens up new horizons for effective ad management for every business out there.

What AdTech software has to offer

AdTech software

Any business regardless of its size or industry background deals with advertising. That’s why the incorporation of AdTech development services into the workflow will be beneficial to every company looking to optimize its ad strategy and boost revenue generation. There’s no one-fits-all solution but there are undeniable AdTech software advantages that can take businesses to the next level if handled by professionals.

Audience segmentation

When it comes to building an effective ad strategy, knowing the size of your general audience is less than enough. Targeted ad placement starts with dividing your potential customers into clusters and working with each client segment separately. AdTech tools allow businesses to get a clear data-driven picture of target ad viewer audience groups to choose the most suitable ad placement channels and forms that would convert potential customers into real ones.

Ad budget optimization

Cost optimization has always been one of the key AdTech software benefits. Increased ROI comes as a result of the delivery of relevant ads to the right audience through effective channels. Controlled advertisement posting and elimination of budget-emptying non-targeted ad solutions will increase the number of conversions and save a considerable amount of resources that can be redirected to other business tasks.

What businesses can benefit from AdTech? Those that maintain any sort of marketing interactions, meaning, literally every company or brand out there.

Kiryl S.

AdTech lead at Modsen

Modsen AdTech Lead

Informed campaign management

The variety of AdTech tools encompasses those that collect information on your advertisement campaign performance, uncovering both strong and weak spots to be considered. Using ad measurement tools, businesses can see where ads perform more successfully, analyze the reasons for that, and take immediate action to improve the situation.

In-depth customer behavior analysis

To ensure the efficiency of your ads it’s vital to understand your customers’ low-lying needs and wants which is absolutely impossible without leveraging AdTech development solutions. Audience analysis based on its behavior is measured by a variety of parameters that bring eye-opening insights and help businesses adjust their ads accordingly to induce the right people to make that click.

Brand safety

Company reputation is an extremely fragile matter that can be if not ruined, then significantly messed up if an ad pops up in the wrong environment or questionable context. To prevent your ad value from plummeting, AdTech employs NLP, text analysis, and computer vision tools to identify the content surrounding an ad to make sure it is placed correctly.

AdTech software tools to go for

AdTech software tools

The variety of tools and technologies employed in programmatic advertising is vast and to pick the right one tailor-made for your particular business you’ll have to turn to a credible and expertised AdTech development company. Here are a couple of the most popular tools actively used in ad targeting.

Customer data platform

Having all your customer data under one roof is essential for its swift analysis and insight extraction. Customer data platform is a storage that collects all kinds of data about company-client interactions via multiple sources and channels. On the basis of the data gained, the platform organizes the information and structures it to provide the grounds for making informed decisions about the best way of ad campaign customization and management.

Ad Forecasting Software

To prevent ad budgets from being randomly spent on costly ad spaces, forecasting software helps companies to look into customer behavior and habits and give approximate prices for various ad spaces. Having this data at hand, businesses can optimize their campaigns and improve ad performance simultaneously with cutting costs.

Programmatic Ads

In any business time is money, so when it comes to choosing the right ad space to buy, brands don’t want to make the decision for hours, guessing if their target audience is going to see the ad. Programmatic ads make sure your campaign will be shown to relevant customers and you won’t overpay for traffic or content since you’ll have to cover the cost of interaction with the target customer segment as a part of the general audience of an advertiser.

How to spot a reliable AdTech vendor

AdTech vendor

The potential of advertising technology is huge but it can be uncovered only in the hands of an experienced high-end AdTech team. Having trouble picking one? Here are the tips on how to make a choice you won’t regret.

Experience is everything

To provide high-quality AdTech services, your vendor has to enjoy at least 3+ years of active experience in the use of the technology. For instance, Modsen AdTech software developers have been in the market for 10+ years, improving their skills and level of expertise together with the evolution of AdTech itself.

Mind the qualifications

Any software development company is composed of specialists enjoying different levels of expertise from junior to senior but when it comes to AdTech product development, you should be able to choose the suitable senior-level specialists for a project team yourself with the help of the CTO and be allowed to test the qualifications of the selected professionals. Here at Modsen, we welcome the active hands-on participation of our customers in the process of team formation and further product development.

Check the portfolio

It’s unlikely that you’d like to turn to a vendor that has no previous experience in your particular domain and is not aware of the possible pitfalls awaiting ahead. So to be able to sit back and enjoy the process of AdTech software development, study the company portfolio and look for successfully completed projects similar to yours. Take a look at Modsen case-study page to see what an expertised AdTech vendor should look like.

Wrapping up

To date, AdTech is the most effective and advanced way of optimizing ad budgets and improving campaign performance. Do not hesitate to bring a positive change to your business using the help of top-notch Modsen AdTech engineers.

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