Tag: technological innovation

Although we are exposed to them every day, digital advertisements are often taken for granted. Whether it’s a video on Facebook, a pop-up in a mobile app, or an informational banner on the screen in the back of a cab, we are constantly being targeted by relevant (or not so relevant) attempts to capture our attention and mind share. The underlying marketing tools and infrastructure technologies that power today’s hyper-specific user targeting fall under the broad umbrella of AdTech. Recent advances in bandwidth, mobile computing, networking, and cloud services have enabled the development of a thriving digital advertising ecosystem. On two ends of the spectrum are publishers who have ad space to sell, and advertisers who demand space to place ads. In between, a variety of infrastructure services have been developed, which automate the process of placing and optimizing this content in real-time, for the most appropriate viewers, via a series of exchanges and programmatic platforms. The fragmented nature of the industry, and the range of products and services which can be categorized as “AdTech”, has made investing in...