There has been a constant change in digital advertising with ever increasing channels and advancements in various technologies. As advertising has been a fundamental for any business to reach its customers and grow business, technology intervention in digital advertising field has been quite a game-changer.   With the endless opportunities offered by the internet, Ad Tech would be the core driving factor that will further bring innovations when it comes to digital marketing. Technology driven advertisement campaigns will be more objective driven, efficient and most importantly cost effective. The advertising ecosystem that comprises of advertisers, demand-side platforms, ad exchanges, supply-side platforms, and publishers should also understand the importance of putting ad tech at the core of the eco-system. Moreover, as data is arguably the butter and bread for all the businesses irrespective of industry verticals, user data is the most important when it comes to analyze and develop ad campaigns which can have the farthest of the reach during advertising.  

Importance of User data

There are multiple user data required for advertisers to come up with a perfect ad campaign. Hence Ad Tech can empower businesses from analyzing sites from where the user was directed, the common type of search queries, and the time user spends on the site, to understanding consumer’s preferences and ad content interaction. All these collected data can be utilized while remarketing and correcting critical faults in future campaigns.

Revenure Generation Models

There are also various ways to generate revenue from the ad tech, for instance, one is when the user directly connects with the ad and allows conversion, which is also termed as Cost Per Action (CPA). Secondly, there is a model called Cost Per Impression (CPI) which is preferred by publishers and is combined with the cost per click ratio. Thirdly, Cost Per Click (CPC) is the most beneficial when it comes to contextual-based content.   Lastly, the model is called Cost Per Lead (CPL) which is on the amount of lead that is gathered when in contact with the consumers. 

Furthermore, customizing based on data interpretation is what current market demands to bring immersive experience across every channels through content repurposing and remarketing. As the Ed Tech market is propelling itself with the changing times, businesses need to understand every challenges and benefits that can reaped in implementing ad technology.