Marketing an adtech company comes with its own set of challenges. It’s a space defined by complexity, constant change, and increasingly savvy buyers. To break through the noise and build something sustainable, your marketing strategy should follow three principles that consistently deliver results.
First, get specific about your unique value proposition. Too many adtech companies talk in generalities. Everyone says they’re “AI-powered” or “privacy-first,” but what actually sets you apart? Maybe your platform automates creative optimization better than anyone else. Maybe your DSP has more direct publisher integrations than your competitors. The point is, whatever you do better or differently needs to be front and center. Put your UVP in plain language, backed by proof points. That means showing actual results, customer stories, or measurable advantages. Use content like product updates and customer wins to reinforce that you’re innovating in ways that matter.
Next, your strategy has to be driven by data. You’re in adtech. If you’re not using data to drive your marketing, it’s a missed opportunity. Analytics help you identify which channels work, who your real buyers are, and what kind of messaging gets results. Start with audience segmentation. Use CRM data, intent data, or even insights from existing campaigns to build clear personas. Then personalize your campaigns around those profiles. Test creative, headlines, landing pages, and audience segments. Run A/B tests regularly and use performance data to iterate. Every decision should be informed by something measurable.
The last principle is trust. Buyers are cautious, especially when they’ve been burned by overpromised features or clunky integrations. So credibility matters. One of the best ways to build trust is to act like a partner, not just a vendor. Be visible with thought leadership—write blogs that explain industry changes, host webinars with insights, or post commentary on hot topics. Share client results in a way that proves your platform delivers value, not just features. And be present in the right places. Whether that’s industry events, newsletters, or LinkedIn discussions, showing up consistently with helpful content makes your brand feel reliable.The best adtech marketers combine these three ideas: a focused message that explains why they’re different, a campaign strategy built on data, and a long-term investment in credibility. It’s not about saying the most. It’s about saying the right thing, to the right people, in a way that builds confidence over time.
Sam Khoury
Founder, Cedar Consultants
Creative consulting solutions for Adtech