Advertising Technology (AdTech) is an umbrella term describing the technology solutions, tools, and services involved in the process of ad buying and ad selling. With the development of AdTech, advertisers have discovered or created new and sophisticated tools to plan and optimize their campaigns.


The most common services provided by AdTech are demand-side platforms (DSPs), supply-side platforms (SSPs), ad exchanges, ad networks, and data management platforms (DMPs).