AdTech, short for Advertising Technology, refers to the set of tools, platforms and technologies used to manage, distribute, optimize and create digital advertising. From media buying automation to ad personalization and performance measurement, AdTech encompasses a wide range of solutions designed to help advertisers reach their target audiences effectively and efficiently in the digital world. This article explains the AdTech segments today, and recommends a couple of leading providers.

Contextual Advertising
Contextual advertising is a form of targeted advertising that appears on websites or other digital platforms, such as content displayed on mobile browsers. Contextual targeting involves the use of linguistic factors to control the placement of advertising material. Through contextual advertising, they take advantage of artificial intelligence to position ads within relevant articles, allowing the advertiser to achieve better results.

- DMA: https://www.digitalmarketingagency.com/
- Seedtag: https://www.seedtag.com/
- GumGum: https://es.gumgum.com/

Creation and editing of creatives
The latest set of AdTech companies to enter the AdTech sector are leveraging generative AI audiovisual technology to create high-quality content for social media and programmatic, dynamic advertising. Creatopy is capable of scraping a website for product/brand information and images, and compiling professionally designed static creatives. Kuikads is pushing the boundaries of AdTech innovation by transforming a client's images into video and creating short, multi-scene video ads with text, logos and special effects, all in an automated manner.

- Creatopy: https://www.creatopy.com/
- Kuikads: https://www.kuikads.com/

DAM (Digital Asset Management Systems)
A platform or software designed to store, organize, manage and distribute digital assets efficiently. Digital assets can include images, videos, documents, audio files, presentations, among others. Below we leave three recommendations from DAM providers:

- Bynder: https://www.bynder.com
- Canto: https://www.canto.com/
- Adobe Experience Manager: https://business.adobe.com/products/experience-manager/adobe-experience-manager.html

Text optimizers
New companies like ad-machina are capable of generating hundreds of thousands of ads automatically. Its algorithms analyze search behavior and identify message structures, generating a personalized ad with the best conversion rates for each search.

- Ad-machina (a Making Science Co.): https://www.makingscience.es/ad-machina/

DSPs (Demand-Side Platforms)
Platforms that allow advertisers to purchase advertising inventory from multiple sources through a unified system, optimizing their campaigns to reach specific audiences. These are some of the most important ones:

- DoubleClick: https://marketingplatform.google.com/about/enterprise/
- Amazon (AAP): https://www.amazon.es/gp/mas/get/android
- Facebook Ads Manager: https://www.facebook.com/business/tools/ads-manager
- Xandr: https://www.monetize.xandr.com/login