Amazon AdTech & Martech

AdTech 

An essential component of managing a digital advertising campaign is AdTech. AdTech is used by marketers to purchase, oversee, and track digital advertising. If you want to start using AdTech, continue reading to find more about the fundamentals of the field, typical tools and services, and the advantages of developing an ad campaign that makes use of AdTech and Amazon’s AdTech in particular. 

Martech 

Martech is software that marketers use to create, run, optimise, and manage online marketing campaigns through email marketing, A/B testing, personalisation, customer loyalty programs and web analytics. Martech systems include CRM systems, email automation and social media management platforms. 

Why AdTech is Important? 

AdTech assists vendors in maximising their revenue stream and purchasers by optimising their spend. Getting better ad placements, matching the correct content to the right audience, and cutting down on unnecessary expenditure on clicks and impressions that don't convert are the objectives of employing AdTech, particularly Amazon's AdTech. Additionally, AdTech offers thorough behavioural data that can be utilised to target potential consumers and gauge the effectiveness of campaigns more accurately. 

What is the difference between AdTech and Martech? 

The primary difference is that AdTech is used to influence consumer behaviour through advertised items, whereas Martech is used to create, run, and oversee campaigns and other marketing initiatives.  

More specifically, advertising exchanges, supply side platforms (SSP), and demand side platforms (DSP) are some of the advertising tactics and tools that are grouped together under the umbrella term "AdTech." The focus is on using technology to make ads come to life. "Martech" describes the use of social media management tools, email marketing services, and customer relationship management (CRM) software. It encompasses a wider variety of technology solutions used by marketers. 

Amazon AdTech 

Amazon offers a full suite of ad tech solutions that can support brands full-funnel marketing goals on or off Amazon. With Amazon AdTech, you can launch streamlined campaigns through the Amazon Ads console & set up advanced programmatic advertising on Amazon DSP. To manage campaigns, advertisers and agencies use a range of AdTech solutions, including agency trading desks (ATD), demand side platforms (DSP), ad exchanges, supply-side platforms (SSP), ad servers, ad networks and publishers. 

What is programmatic advertising and what are the benefits? 

Digital ads are bought and sold using advertising technology, or programmatic advertising. Programmatic advertising purchases digital ad inventory on the web, mobile, applications, video, and social media through an automated process that operates within advertiser-defined limits. Utilising machine learning algorithms and process automation, programmatic advertising targets viewers with the most relevant adverts based on a range of signals, such as purchasing habits. There are several advantages to programmatic advertising such as more efficiency, more focused marketing reach, transparency, and real-time measurement and optimisation. 

Amazon DSP 

The Amazon DSP is a great tool as it enables programmatic buying of display, video, audio, and in-app ads both on and off Amazon allowing you to reach a wider audience through a multitude of advertising display options. Amazon DSP is a cost-effective and efficient way for advertisers to buy digital advertising inventory. 

Amazon AdTech Benefits 

AdTech enhances and optimises digital advertising campaigns through constantly developing technologies. Large data sets are becoming easier to manage thanks to machine learning, which makes it possible to continuously increase the effectiveness of digital advertising.  

1. Operational efficiencies for campaigns   

   Through better planning and measurement, advertisers and agencies may increase the effectiveness and efficiency of their campaigns. AdTech products, including ad servers, give advertisers and agencies a thorough picture of a campaign and provide information on the positioning and effectiveness of their ads. This optimisation expedites the ad buying and planning process, saving time, and streamlining productivity. 

2. Better utilised ad spend   

   AdTech enables agencies and marketers to use first-party and third-party analytics to target people with precisely the right content. By doing this, ads are guaranteed to reach audiences who are actively involved and may be interested in the good or service being promoted. With AdTech, some brands can make better use of their budget than they would with more conventional media buying techniques, where there is less control over inventory or ad placement. 

3. Insights across the marketing funnel   

   By doing away with the one-size-fits-all approach to advertising, AdTech enables firms to customise their stories according to where customers are in the marketing funnel. More specifically, companies may refine their strategy for reaching customers at different points of the purchasing journey by using the unique information that Amazon DSP offers. Re-establishing contact with audiences that have previously shown interest in their good or service is part of this. 

Summary 

AdTech enables companies to execute more effective advertising campaigns, improve measurability, and swiftly reach audiences. Get in touch with Toucan to find out more about how the technology suite from Amazon Ads may help you surpass your business objectives and maximise the impact of your advertising campaigns.