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Exploring the World of AdTech and its Segments

1/5/24, 9:45

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:
- Seedtag:
- GumGum:

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:
- Kuikads:

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:
- Canto:
- Adobe Experience Manager:

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.):

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:
- Amazon (AAP):
- Facebook Ads Manager:
- Xandr:

SSPs (Supply-Side Platforms)
Used by publishers and website owners, SSPs automate and optimize the sale of their advertising inventory, maximizing revenue through auctions and other programmatic methods. Below we include some SSps:

- PubMatic:
- Wortise:
- Criteo:
- Adform: SSP

Ad Exchanges
Online marketplaces where advertisers and publishers can buy and sell advertising inventory in an automated manner through real-time auctions, increasing efficiency and transparency in the media buying process. These are some of the most important ones:

- Google Ad Exchange:
- Brightroll ad exchange:
- OpenX:
- Rubicon Project:

DMPs (Data Management Platforms)
Platforms to collect, store and analyze audience data, allowing advertisers and publishers to segment audiences, personalize messages and improve the performance of advertising campaigns. These are some DMPs:

- Adobe Audience Manager (AAM)
- Lotame:
- Salesforce (Krux):

Ad Servers
Systems to manage the delivery and display of online ads, allowing advertisers to schedule, manage and track the performance of their ads across multiple channels and devices. These would be some of the most relevant in the industry:

- Google Ad Manager:
- OpenX:
- Equativ:

If you are looking to improve the quality and make the process of creating short advertising videos more efficient, do not hesitate to contact us. Kuikads has arrived to democratize the creation of advertising videos and transform the process into an easy, fast and quality one.

In conclusion, with advances in artificial intelligence, machine learning and augmented reality, digital advertising is on its way to becoming more personalized, relevant and attractive than ever. To compete today, the use of AdTech tools is essential.

Tell us what you thought of the article. All comments, thoughts and critiques are welcome.

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