Ivan de Souza
Aug 11, 21 | 7 min read
Reading time: 5 minutes
As Digital Marketing evolves , new tools emerge every day to make life easier for professionals in the sector. These technologies aim to automate common processes, help manage communication and provide a broad view of results for monitoring.
With this, companies have many possibilities in the online world and are able to achieve their main objectives , and they do so by attracting the right audience and offering solutions to customer needs.
Now, when we talk about marketing technologies, several concepts naturally arise. Among them, we have: MarTech and AdTech, which describe two specific types of applications , and help managers in their daily tasks, with specialized and intelligent support.
Now, do you want to learn more about this topic and finally understand the difference between MarTech and AdTech?
So keep reading, below you will find valuable south korea email address information for you and your business, since in this article, we will see:
What are AdTechs?
What are the differences between AdTechs and MarTechs?
Why invest in an AdTech?
What are AdTechs?
AdTechs (Advertising + Technology) are technologies designed to analyze and manage advertising in the digital universe.
In other words, they are tools that allow the connection between entities that sell space for ads and those that actually advertise . In this way, they allow companies to obtain income from campaigns and use them for their strategy.
In addition, they help create advertisements in an optimized way, with less wasted time. In this way, these technologies favor the monitoring of results , with closer follow-up by management.
They focus on impressions, clicks, conversions, and automate the choice of payment methods. From there, organizations are able to manage their digital campaigns to achieve the best results .
In addition, these applications deal primarily with the two major advertising tools of today: Google Adwords and Facebook Ads .
How did AdTechs emerge?
AdTechs emerged in the context of digital transformation , where companies began to need greater efficiency in their digital advertising.
These tools are being used to deal with media buying and identify the ideal audience , and have become a growing market.
How do AdTechs work?
There are different advertising strategies with AdTech:
One of them is a direct relationship between the advertiser and the entity that sells the space , with a price setting between them. This is called the supply relationship.
On the other hand, we also have a kind of auction of virtual spaces for advertisers , which determines the price based on demand.
There is also the possibility of carrying out ad exchanges , in which companies offer spaces to others with the benefit of being able to advertise as well.
And ad networks , on the other hand, operate on the basis of packages of space, sold according to the client's needs.
AdTechs are ideal applications for simple and fast campaigns for organizations, without the need for deep segmentation . Therefore, their objective is to attract the unknown , not yet defined audience; thus, there is a more general reach.
This personalization is done with data on the behavior and characteristics of users on the web, through cookies . In this way, it is possible to define the most likely people for each type of strategy.
What are the differences between AdTechs and MarTechs?
Now, when we talk about the use of technology in Marketing, another very important concept that arises is MarTech .
To begin with, we can highlight that among the main differences between the two technologies is a question of structure and objectives.
And while AdTechs are very focused on managing digital campaigns —more specifically—, MarTechs are specialized in several fronts, such as SEO analysis , Email Marketing , Mobile Marketing, among other topics.
In other words, the concept of MarTech is associated with three main technologies:
Web analytics : applications that deal with data about websites, monitoring traffic, conversion, among others.
CRM : manages customer relationships and manages contact data at all stages of the funnel, in order to personalize communication.
Automation of actions: allows companies to scale their bases and communicate without errors.
That is, MarTech is responsible for the more general responsibilities of Marketing Automation in various areas of digital marketing, while AdTech is more transactional.
