Adtech is technology your business uses to launch advertisements to customers. This technology does different jobs to help launch ad campaigns, including buying and selling ad space, launching ads, and more. Some examples of ad tech include: demand-side platforms (DSPs), supply-side platforms (SSPs), ad exchanges, and ad servers. This technology helps make the process of buying and selling ads easier for everyone.

Martech is any technology that helps companies facilitate actions with their marketing campaigns. Marketing technology helps your business build campaigns, run them, and measure their performance. Some examples of mar tech include: social media management platforms, email marketing software, analytics tools, and customer relationship management (CRM) platforms. These tools help you manage your marketing strategies and automate simple marketing tasks to allow you to spend time on more intricate tasks.

Adtech vs. martech: What's the difference?

If you're looking at adtech and martech, you might wonder what the difference is between the two. At the heart of it, both involve technology to help facilitate a marketing strategy. The biggest difference lies in what is encompassed in each category. Adtech is specific to advertising. The only technology encompassed under adtech regards platforms that help facilitate running ads online. Martech, on the other hand, is broader. It encompasses any technology used for any marketing strategy, from social media marketing to search engine optimization (SEO). Essentially, adtech is one category of martech that you can use for your business. Martech is the broader category that encompasses all technology used for marketing.

If you want to use adtech in your strategy, you can use it when running programmatic ads. Programmatic advertising is the automated selling and purchasing of ads. This strategy uses DSPs and SSPs to help you buy ad space and launch your ads. With programmatic advertising, you provide your advertising materials to ad suppliers. Then, using the DSP and SSP, ads get delivered on websites as users visit them.

If you want to use martech, you have multiple avenues and opportunities where you can use it. Here are some strategies where you can use martech: social media marketing, email marketing, SEO, and customer relationship management. These are just a few examples of how you can use martech with your marketing strategies. Additionally, it's important to know that some martech enables you to handle multiple campaigns and do multiple tasks. RevenueCloudFX, for example, enables you to handle tracking your SEO performance, automating your email flows, and more. On top of that, some martech can integrate with other platforms. RevenueCloudFX, with all its features, integrates with the CRM program Nutshell, creating a marketing powerhouse for your business.

Martech vs. adtech: Which should I use?

Now that you've looked at adtech and martech, you may be wondering which one you should use. Truthfully, you can take advantage of both for your business. Adtech is just a subset of martech focused on technology that helps you automate the ad process. You can use adtech to help simplify your advertising strategy while also using other martech to enhance your additional marketing strategies. If you want to maximize results from your marketing, don’t look at it as adtech vs. martech, but rather, using adtech and martech in unison.

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