In AdTech, it's easy to feel like you're building something entirely new but more often than not, your product shares similarities with others in the space. That’s not a bad thing. What matters most is how you position it. Two companies can offer nearly identical features, but the one that tells a clearer story, solves a real pain point, and understands its audience will always stand out. It's not just about what your product does. It's about how you frame it, explain it, and deliver the message with relevance and clarity.
There’s a right way and a wrong way to market in this industry. The wrong way is jargon-filled decks, inflated promises, and generic value props that sound like they were pulled from a B2B buzzword generator. The right way is showing you get the customer’s world acknowledging their challenges, speaking their language, and clearly showing how your solution helps them win. Even if your product isn’t wildly unique, your approach can be. That’s the difference between blending in and breaking through.