Introduction to Adtech and Martech for absolute beginners

People who are unfamiliar with the terms Adtech and Martech may find them strange. What if I told you they’re really simple terms that we hear all the time, with the only difference being that they’re used mostly in the tech world.

Adtech simply means Advertising Technology, while Martech means Marketing Technology and both terms are mostly used by marketers. IT (Information Technology) is here to stay, and it has become an integral part of all of our daily activities at home and work.

The role of IT is to support the marketing technology infrastructure that organizations design, buy, and install. However, technology plays a huge role in the rising share of marketing expenditure and the growing combination of advertising technology and marketing technology.

The terms Adtech and Martech are often used interchangeably, but they are not the same, and each term will be discussed separately.


Adtech is one of the world’s fastest-growing, complicated and often misunderstood industry. This industry fuels the global economy with billions of dollars in investment, and employment, from Silicon Valley startups to giant global agencies like WPP to regional companies that connect marketers to clients across Europe, Latin America, and Asia. Adtech simply refers to the business or process of using technology to make advertising faster, easier, and more effective, as opposed to traditional advertising, which deals with the “business or process of generating advertisements.” While it isn’t “Magic,” knowing how Adtech products and services function might be challenging for those who aren’t familiar with the industry.

The two main participants in the Adtech ecosystem are the advertiser (demand-side) and the publisher (the supply-side). By executing effective ad campaigns to reach their target audience, optimizing those efforts, calculating ROI, and acquiring customer data, advertisers want to gain the most positive feedback for their money.

Publishers meet the needs of advertisers and make money by displaying adverts on their publication(s) (website, app, etc.), increasing ad impressions, maximizing ad spot bids, and collecting visitor data.

Components of Adtech

Below are the eight major components that makeup Adtech:

  1.  Media Agency: They are in charge of buying media on behalf of their clients.
  2. The Agency Trading Desk (ATD): is a collection of services offered by media agencies. The ATD is in charge of ad planning, purchasing, and management across a variety of platforms.
  3. Demand-Side Platform (DSP): allows advertisers to acquire ad placements in real-time at the best possible price. Advertisers can buy search, display, video, and mobile advertisements through DSPs, which are commonly used for remarketing ads.
  4. Data Management Platform (DMP):  collects data from a variety of sources, including websites and mobile apps, CRMs, marketing automation platforms, other transactional systems, advertising campaigns, and social media, to discover trends and customer behaviour, build audience segments, analyze profiles, and learn about users’ purchase intent. DMPs leverage big data analytics and AI/ML (Artificial intelligence/ Machine language) technologies.
  5. Ad Networks: These are businesses that act as a link between advertisers and publishers. Ad networks bring together ad inventory from multiple publishers and offer advertisers a variety of options.
  6. Ad Exchange:a platform that allows users to buy and sell ad inventory from a variety of ad networks. The transaction is completed through the real-time bidding (RTB) process, in which the price of ad space is determined in real-time by the demand and supply for that slot.
  7. Supply Side Platform (SSP): allows publishers to see real-time demand for their ad slots from ad networks and exchanges, manage their ad inventory, and make money from ads.
  8. Ad Server: advertisers, publishers, ad networks, and ad agencies all use ad servers to operate their campaigns.

Some Benefits Of Adtech Include:

  1.  Adtech enables advertisers and agencies to send the content of their choice to audiences at the right time, based on first-party and third-party insights, ensuring that adverts reach engaged audiences that may be interested in the product or service.
  2.  Adtech eliminates one-size-fits-all advertising by allowing firms to tell their stories in different ways depending on where their customers are in the marketing funnel.


Martech refers to the tools that are employed to carry out a comprehensive digital marketing strategy. Martech refers to all of the technology used from the point of lead acquisition through the sales funnel till conversion MarTech allows marketers to manage a variety of marketing channels with ease by automating procedures and saving time. Companies that invest wisely and strategically in MarTech can develop a comprehensive set of technologies that work together effortlessly. The martech landscape currently has over 8,000 tools, and this figure is projected to continue to rise in the future. 

That’s not all: 60% of marketing specialists believe martech will continue to develop in the foreseeable future, and this is a result of the global pandemic and the shift to remote work.

Many marketing departments now rely on technology to keep track of their workload. The major tools used in martech include:

Social media management, Digital/Data Asset Management, CRM (Customer-Relationship-Management) MarTech tools for data analysis, MarTech platforms for marketing automation and MRM (Marketing Resource Management).

Some Benefits Of Martech:

  1.  It saves time and streamlines workflows by utilizing automated technologies to do repetitive and time-consuming operations such as data extraction, file conversion, and asset discovery.
  2.  Use insights and data to assess performance, optimize experiences, and send customized content to your audience, making them feel like you truly understand them.

Major Difference Between Adtech And Martech

  1.  Martech focuses on ads for relevant users and unknown audiences, whereas Adtech focuses on ads for consumers who have interacted with the firm.
  2.  Adtech businesses charge their customers according to the amount of advertising they buy. Martech, on the other hand, is frequently delivered as SaaS (Software as a Service). The majority of martech companies sell their software and services on a subscription basis.
  3.  Martech focuses on nurturing leads through social media, SEO, email, and other methods. Adtech, on the other hand, is primarily about paid media – buying the correct place and inventory to deliver content in front of the right people.

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One thought on “Introduction to Adtech and Martech for absolute beginners

  • This content is really helpful. I would save this. Thanks


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