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[Tech Talks] What Is Adtech & Why Is It Important for Your Business

Updated: Apr 5, 2023

Tech Talks is a video series that aims to demystify the functionality, benefits and future of technology in marketing.

Abhinay Bhasin, Director (South Asia), Data Sciences from Dentsu Aegis Network, explains Adtech and why businesses should use it to optimise their advertising processes.

A Brief Introduction to AdTech

Advertising inventory, pretty much like any goods and services economy – follows the basic principles of economics, that of matching demand and supply at a mutually agreeable price point.

Putting it simply, advertising technology, or ad-tech is a way advertisers and publishers come together to create a “win-win” situation for both.

It does so by matching the demand of an audience by an advertiser, to the supply of the audience by a publisher. The need for advertisers is to have their communication reach their desired audiences and hence yield successful ad campaign outcomes. The need for publishers is to have their ad inventory monetized at the best possible pay-off.

Decoding AdTech: How Does It Actually Work?

Source: Clearcode

Let’s say Adidas wants to launch a pair of new running shoes in Singapore. Instead of calling up The Straits Times and buying a front-page ad, Adidas (or their agency) decide that they want to buy audiences of multiple publisher websites to get to their visitors.

Publishers such as The Straits Times, have various forms of inventory or “ad listing” options.

To handle the matching of this demand from advertisers with the supply from publishers at a tremendous scale – is where technology becomes an enabler.

This gave rise to the adtech segment of the ecosystem. Adtech can have a monumental impact on your business – both in terms of efficiency as well as in terms of automation.

Through its tech infrastructure, adtech enables you to reach out to any publisher and dynamically purchase inventory at the pace of digital interactions. It can also tell an advertiser when a particular audience is worth targeting through information received by a process known as cookie syncing and data-exchange.

In many ways, we exist in a golden era of brand communication with the quantum of data being generated and technology to support the extraction of insights to achieve the holy grail of marketing.

To reach the right audience, at the right place, at the right time, with the relevant message, turbocharged by ad-tech.

About Dentsu Aegis Network India

Dentsu Aegis Network is ‘Innovating the Way Brands Are Built’ for its clients, through its best-in-class expertise and capabilities in media, digital and creative communications services. With consumers more connected, through a range of devices, the era of media convergence is presenting many opportunities as well as a new, complex media eco-system. From identifying who the consumers are, to how they make their decisions, Dentsu Aegis Network makes the best use of today's media mix to bring to life the right communication strategy and deliver the best results for clients.

The Dentsu Aegis Network Data Sciences Division is a specialized capability center of data scientists and experts within the Dentsu Aegis Network. It was launched in India in 2016 to deliver best-in-class expertise and capability in the use of data for data-driven marketing and to solve brand challenges.

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