Standing out in adtech is tough. Dozens of companies are offering similar solutions, all trying to speak to the same audience. A strong digital marketing strategy helps your brand rise above the competition by making sure the right people see your message at the right time.
Start with SEO and content. This is often the most overlooked piece in B2B adtech marketing, but it works. When your site and blog are optimized for the right search terms, you show up when buyers are actively looking for answers. Identify keywords that your target audience searches for, like “programmatic ad platform,” “CTV campaign optimization,” or “retail media monetization.” Create content that answers real questions. That could be blog posts explaining new features, short explainers on regulatory changes, or how-to guides for using your product more effectively. Over time, this builds domain authority and trust while driving inbound traffic that’s more likely to convert.
Social media is your opportunity to stay in the conversation. LinkedIn is the most important platform for adtech, especially when targeting decision-makers and marketing professionals. Share content that delivers value without being too promotional. This includes case studies, expert tips, stats from recent campaigns, or POVs on industry trends. Twitter (now X) still has active pockets of adtech discussion as well, especially around real-time news and events. Focus your efforts where your audience already spends time.
Paid advertising is useful for accelerating awareness. A mix of Google Ads and LinkedIn Sponsored Content can work well in adtech. For Google Ads, choose tightly focused keywords that align with high-intent searches. Avoid broad terms that drain your budget. Use LinkedIn to target by role, seniority, and industry, and promote assets like whitepapers or product overviews that bring prospects into your funnel. Retargeting campaigns are also important—staying visible after someone visits your site keeps your brand top of mind during a long sales cycle.
All of this needs to work together. Your organic content builds authority and drives traffic. Social media helps amplify that content and engage with the audience directly. Paid ads fill in the gaps and boost exposure to key personas. Track everything using analytics so you can double down on what’s working and refine what’s not.Visibility in adtech isn’t just about being loud—it’s about being relevant and consistent. If your content is helpful, your targeting is sharp, and your presence is steady, your brand will be the one people remember when they’re ready to evaluate new solutions.
Sam Khoury
Founder, Cedar Consultants
Creative consulting solutions for Adtech