AdTech vs. MarTech: Understanding the Key Differences and Where They Overlap

The terms “marketing” and “advertising” are usually used interchangeably, so MarTech and AdTech are often confused with each other. However, despite certain similarities, they are not really the same thing. 

Why do you need to know the difference? In a modern highly competitive environment, combining AdTech and MarTech is a must to ensure business success, so it is essential for you to understand the differences to be able to do this effectively.

At Attekmi, we know everything about AdTech and Martech: operating since 2018, we have helped 200+ customers launch their own programmatic marketplaces. However, our expertise goes far beyond ad exchanges – relying on it, we will clarify the differences between MarTech and AdTech, review the key tools, and not only. Read on to find out how to boost your strategy.

What is AdTech?

Standing for advertising technology, AdTech refers to the tools and platforms leveraged for planning, launching, managing, optimizing, and analyzing digital advertising campaigns. Note that the primary focus of AdTech is acquiring new clients, not retaining the already existing ones. 

Common tools in the AdTech stack

Here is the list of key AdTech solutions to help you understand what advertising technology is:

• Demand-side platforms (DSPs) – solutions for advertisers to purchase ad inventory programmatically.

• Supply-side platforms (SSPs) – the opposite of DSPs, solutions for publishers to sell ad space programmatically.

• Ad exchanges – digital marketplaces connecting DSPs and SSPs. Owners of such solutions can earn on media trading by matching the right demand with the right supply.

• Ad servers – solutions for storing and serving advertising content.

• Ad verification tools – solutions for preventing ad fraud.

• Data management platforms (DMPs) – solutions for collecting, segmenting, and activating audience data.

These AdTech tools have different functionalities, so they are usually used in combination. For instance, DSPs are often integrated with DMPs. Besides, self-service DSPs are already connected to SSPs, ad exchanges, and servers. Thus, AdTech platforms help to automate, optimize, and measure the process of buying and selling ad space. 

What Is MarTech?

MarTech stands for marketing technology and refers to the tools that streamline the process of campaign planning and execution, enable greater personalization, and allow for data-driven decision-making. Unlike AdTech, MarTech focuses on customer retention. 

Key tools in a MarTech ecosystem

Here are some common MarTech platforms to consider:

• Customer relationship management (CRM) tools – solutions for storing and managing data, tracking interactions across multiple touchpoints, and optimizing marketing efforts.

• Customer data platforms (CDPs) – tools for consolidating and activating data for more effective targeting and personalization.

• Analytics tools – solutions for tracking metrics, measuring performance, and forecasting trends.

• Marketing automation tools – systems for automating multichannel campaigns, segmenting the audience, and tracking the performance.

• Search engine optimization (SEO) solutions – tools for analyzing keywords, tracking rankings, analyzing website performance, and increasing search visibility.

• Content management systems (CMS) – platforms for content creation and management.

• Email marketing software – tools for automating email workflows, ensuring personalization, and tracking performance.

• Social media management software – platforms for scheduling and optimizing content on social networks.

Despite having different functionalities, the MarTech tools listed above have a common goal: to improve marketing efficiency by managing customer relationships effectively, enhancing personalization, and building a solid digital presence. 

AdTech vs. MarTech: what’s the main difference?

So, MarTech vs AdTech. How do they differ from one another? Let’s find out.

Where do AdTech and MarTech overlap?

Now that the difference between AdTech and MarTech is clarified, let’s explore how they intersect in the modern digital landscape.

The thing is that you do not have to choose between AdTech and MarTech. AdTech tools are essential for the top-of-the-funnel stage, while MadTech systems join the process from the middle to the bottom of the funnel. Therefore, you need to combine AdTech and MarTech platforms to ensure full coverage and ultimate experience for your audience – from acquisition to retention. In case there is no alignment, you may simply waste your budget and deliver inconsistent messaging. As a result, it will be challenging for you to build both brand awareness and recognition. 

The convergence of AdTech and MarTech is often called “MadTech” and requires the following conditions:

• Use of shared customer data. All the customer data should be centralized and available to marketers, advertisers, analysts, and other team members who may need it. When the data is collected in a single place, it becomes easier to coordinate the efforts and ensure a consistent experience for the target audience. 

• Unified analytics and attribution. It is not enough to share data between different teams – analytics and attribution must be unified as well. Every team must clearly understand what happens across all the touchpoints, what channels are the most effective, what materials are the top-performing ones, and so on. Knowing each other’s results enables the advertising and marketing teams to enhance their strategies. 

• Automation across channels. AdTech tools usually imply a pretty high level of automation, but when it comes to MadTech, it would be helpful to leverage AI to analyze the entire funnel, ensure more effective audience segmentation, and drive personalization. 

• Need for a unified platform. Combining MarTech and AdTech requires a unified platform, and the modern technology landscape is gradually adapting to this need. For instance, traditionally, customer data platforms are used to unify, segment, and activate data via owned channels (e.g., a website). However, more advanced solutions allow you to use such platforms for paid channels as well.

How Attekmi bridges the gap between AdTech and MarTech 

At Attekmi, we offer a wide selection of ad exchange solutions that is able to meet any needs: from an entry-level platform with basic functionalities to a fully customizable option. However, that is not all. 

We offer custom development services and are ready to bring your unique project to life. What are the benefits? Here they are:

• Our skilled team has operated in the industry since 2018 – you can count on our vast experience.

• The solution is built according to your needs – all the functionalities you want are gathered in a single platform.

• We are flexible and ready to adapt to changing requirements, as well as to help your solution grow as your business expands. 

• You get an effective solution integrated into your business processes and tools that you are using or planning to use.

• We maintain your platform, so you can focus on your core business operations.

Combining AdTech and MarTech may seem to be a pretty challenging task, but not when you partner with Attekmi. For instance, StreamKey, one of our partners, achieved 1637% ROI and doubled revenue growth. You can reach the same heights, or even higher!

Why brands need integrated AdTech and MarTech solutions

Actually, there is no competition between AdTech vs MarTech. Both of them play a crucial role in terms of driving your business success. Here are the reasons why you should unify them into a single ecosystem.

Unified customer journey

Combining the data from both stacks provides you with a holistic customer view. You have a clear understanding of the entire journey, which allows you to ensure consistency and more effective personalization. 

More effective audience segmentation and attribution

The unified data also enables enhanced audience segmentation. For instance, when MarTech and Adtech are combined, you can exclude loyal clients from acquisition campaigns and improve the overall targeting. 

As for attribution, it becomes more precise since you know how different touchpoints across the funnel contribute to conversions.

Improved ROI through personalization

Leveraging AdTech and MarTech insights simultaneously allows you to personalize communications and optimize messaging according to the customer’s current stage. As a result, you will reduce wasted ad spend – both your advertising and marketing efforts will have higher ROI. 

Reduced infrastructure costs

Having a single platform also implies lower infrastructure expenses – such an approach allows you to streamline workflows and optimize resource allocation.

Build your own AdTech or MarTech platform with Attekmi

At Attekmi, we are experts at building custom solutions and functionalities. Mobupps, one of our clients, achieved 371% ROI and 207% revenue growth. How did it become possible? We built two custom features for them. 

The first one was a custom adapter for ensuring seamless connection of super high-profile SSP and DSP partners. It empowered Mobupps to connect endpoints with unique requirements effortlessly. The second feature was a custom billing model. It standardizes the billing mechanism and makes it compliant with the latest updates to the OpenRTB specification.

These functionalities allowed Mobupps to maximize the performance of their marketplace and reach ultimate results.

We are ready to build any solution you need, with all the features you are in search of: a customer data platform, an ad exchange, a data management platform, and so on. With Attekmi, combining MarTech and AdTech becomes cost-effective and simple.

Build your custom solution with Attekmi. Reach out to us – let’s discuss your project. 

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