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 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? understand-what-these
AdTechs (Advertising + Technology) are technologies designed to analyze and manage advertising in the digital universe.
In other words, they are tools that special database allow the connection between entities that sell space for ads and those that actually advertise . 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? understand-what-these
AdTechs emerged in the context of digital voice search and ppc: do they even go together? transformation , where companies began to need greater efficiency in their digital advertising.
These tools are being used to deal with media buying and identifying 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 shops 9177 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 based on 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? understand-what-these
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.
How to use them in marketing actions? understand-what-these
It is worth mentioning that, despite the differences, these technologies can be combined .
There is a term called “MadTech” that accurately describes the union of these tools to enable ad management and other online marketing functions.
With this, it is possible to obtain automation and ease in finding payment methods, as well as the possibility of segmenting ads in a more in-depth way.