An abbreviation of advertising technology, adtech refers to the platforms and systems used throughout the digital advertising chain by advertisers, agencies, publishers, and other companies.

The term covers a variety of products, including ad servers, ad exchanges, demand-side platforms (DSPs), supply-side platforms (SSPs), data management platforms (DMPs), customer data platforms (CDPs), and customer relationship management platforms (CRMs).

Although some technologies may have overlapping features, each has its own role to play in digital advertising, whether that’s managing the buying and selling of inventory, delivering digital ads to users, enabling audience segmentation and targeting, facilitating campaign planning and management, or analysing campaign performance.