Ad Tech (adtech), short for advertising technology, refers to the software and systems used to buy, manage, and measure digital advertising campaigns. It includes platforms like demand-side platforms (DSPs), supply-side platforms (SSPs), ad servers, data platforms, and identity solutions.
In 2025, AdTech plays a more important role than ever. With third-party cookies disappearing and data privacy rules getting stricter, advertisers need better tools to reach the right audiences and prove campaign effectiveness.
AdTech is also adapting to how people consume media across devices, channels, and formats. It helps brands manage complex campaigns, ensure ads reach the intended audience, and measure real outcomes. As artificial intelligence becomes more common in campaign planning and reporting, advertisers are expecting clearer results and fewer unknowns.
AdTech is not only for programmatic experts. Any brand investing in digital media should understand the systems behind their campaigns. Whether you are managing performance marketing, brand campaigns, or retail media, AdTech provides the tools to plan, activate, and measure effectively in today’s digital landscape.
Sam Khoury
Founder, Cedar Consultants
Creative consulting solutions for Adtech