Ad Tech encompasses all kinds of tools and software platforms for setting up and displaying ads to potential clients. Using advertising and marketing technologies, advertisers collect data sets, more precisely define their target audience, set targeting parameters, and evaluate the profitability of campaign investments.
With the data obtained, communications can be personalized, showing ads to interested audiences at the moment when they are most receptive to advertising.
Advertising technologies are constantly evolving, encompassing new directions regulated from a legal perspective. These include machine learning and artificial intelligence (AI), Big Data analytics, voice technologies, interactive opportunities for advertisers, dynamic audio advertising, gamification, and interactivity. Technologies of virtual (VR) and augmented (AR) reality penetrate advertising formats.