The software and companies that automate the buying, selling, serving, targeting, and measuring of advertising: DSPs, SSPs, exchanges, ad servers, DMPs, CDPs, verification, identity, and the rest of the directory. Distinguished from martech, which manages owned channels such as email and CRM.
Related terms
Used in The Signal
Cite this entry:
Agency Echelon. "Ad Tech." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/ad-tech/