What is Ad Tech and why is it important?

Advertising technology, commonly known as adtech, refers to all the digital tools and software used to target, distribute and optimize advertising campaigns. 

This is fundamental for companies looking to influence and engage their audience effectively across a variety of digital channels, including mobile, video and email. An ad server, for example, is an adtech platform that acts as a hub for ad delivery, ensuring that the right ads reach the target audience at the right time and in the right context.

In the intensely competitive world of digital marketing, understanding and using adtech is essential. It enables advertisers to maximize the return on investment (ROI) of their advertising campaigns through precise targeting and real-time performance analysis. The personalization and automation capabilities offered by adtech also improve customerengagement and contribute to more efficient campaign management.

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The basics of adtech: understanding the essential vocabulary

• Programmatic: Automatic purchase of advertising space on digital platforms.
• Targeting: The process of selecting a specific audience for an advertising campaign.
• CTR (Click-Through Rate): An indicator that measures the percentage of clicks on an ad in relation to its number of displays.
• DSP (Demand-Side Platform): Platform enabling advertisers to buy advertising space in an automated way.
• AI (Artificial Intelligence): Technology used to automate ad personalization and optimization.

With the development of adtech, new terms and concepts have emerged to describe the techniques, platforms and strategies implemented. Marketing teams and advertising agencies need to familiarize themselves with concepts such as programmatic advertising, which is revolutionizing ad buying by making it more efficient and precise.

Understanding these fundamentals is vital to choosing the right tools and partners, and implementing effective advertising campaigns. In a constantly evolving digital environment, keeping up to date with adtech trends and developments is an undeniable asset for any company.

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What Quable PIM can do for your adtech strategy

Quable PIM, an innovative product information management (PIM) and Digital Asset Management (DAM), fits perfectly into the adtech ecosystem. It acts as a lever to optimize the advertising strategy of brands and manufacturers by centralizing and enriching the product information essential for targeted, personalized campaigns.

Having a consistent, up-to-date product database thanks to Quable PIM is an undeniable competitive advantage. It ensures greater consistency across all digital communication channels, boosting the effectiveness of online advertising. The complementary nature of PIM and adtech lies in the pooling of efforts to guarantee a fluid and relevant user experience, the ultimate goal of any advertising campaign today.

This glossary is provided by Quable, leader in product information management solutions. To find out more about how we can help you propel your omnichannel business, visit our full glossary or contact our team of experts.

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