Ad Tech Explained

Learn about:

Learn about the different technologies and tools that power automated ad trading today, from the perspective of a media owner, an agency or an advertiser. Build your knowledge of DMPs, DSPs, SSPs & trading desks, and how the martech & ad tech stacks differ but complement one another.

By the end of these 3 lessons you will understand:

  • How the ad tech ecosystem is made up
  • How trading desks and the new martech tools and services work
  • What the market trends in the ad tech and martech industry are

Lesson Overview

Lesson 1

Learn why ad tech is a key component of any advertising activity today.

In this lesson you will learn:

  • What an SSP, a DSP and a DMP is, and how they interact as part of the wider ad buying & selling process
  • About different trading methods including buying on an ad exchange, in a private marketplace (PMP) or via a programmatic direct deal
  • About the importance of tags & tracking in fuelling analytics packages to help you understand conversion paths and attribute value to your advertising activities

Lesson 2

Learn about some of the tools available to the different players in the media supply chain.

In this lesson you will learn:

  • About the differences between agency & publisher trading desks
  • How programmatic trading has enabled publishers to find their audiences beyond their own platforms, then buy & re-sell these extended audiences
  • How data & tech have created new tools & services (& vendors) for marketers to better understand and manage both their customer relationships and their customer facing activities (martech)
  • Learn why DMPs can be used by a business to consolidate their consumer data and drive additional value

Lesson 3

Learn about the increasing consolidation of ad tech & martech vendors, and how tech has increased the range of creative opportunities to build more relevant advertising journeys.

In this lesson you will learn:

  • How the additional players in the ad tech stack have altered the flow of spend in the supply chain
  • How large martech providers’ acquisition of ad tech players is challenging the traditional roles of the creative & media agencies
  • How a data-powered world has brought about changes in roles & skills requirements
  • How data and tech are enabling new and exciting creative opportunities