Explore 9 straight forward steps to select the ideal ad tech company tailored to your needs. Streamline your decision-making and elevate your success as a publisher and advertiser.
As the spine of digital advertising, ad tech companies play an integral role. That’s why you need to make sure that you are relying on an ad tech company that is trustworthy, reliable, and can help you scale your ad revenue.
According to GlobalData, ad tech companies will drive the internet advertising industry to $1 trillion by 2030. So, it goes without saying that a reliable ad tech company can be of great advantage to your publishing career.
Before we dive into how ad tech companies work, let’s first understand what is ad tech?
What is an Ad Tech Company?
In brief, ad tech refers all the tools and software that facilitate the smooth delivery of ads at the right time and place. Ad Tech companies hold the baton of managing and optimizing all the advertising efforts with comprehensive reporting of performance and ways to resolve advertising challenges, if any.
Now let’s get to the heart of the matter and discuss how to choose an ad tech company.
Top 9 Steps to Choose The Best Ad tech Company
With several ad tech partners already available in the industry, choosing the one that suits your needs might be difficult.
A well-formed questionnaire can narrow the search to work with the best agency. Once you know the answers to these questions, you can schedule a demo call with top ad tech companies.
Here’s what you should check to find the best ad tech company for your business:
1. Does it Align with Your Business Goals?
Your publishing journey can be unique, with its own needs and requisites. Therefore, understanding your requirements is the first step in categorizing the type of adtech partner you need. The next step is to check which ad tech company aligns best with your objective.
Some ad tech partners offer one-for-for-all solutions, from creating an ad campaign to optimizing for revenue generation. These companies have the latest Artificial Intelligence technology, optimized demand side platforms and supply side platforms, and high-quality targeting techniques. Similarly, few ad tech companies only offer specialized services.
So, take your time to understand your requirements and then do sufficient research to shortlist your favorites.
2. Does It Have Advanced Audience Analytics Availability?
Look for partners who use AI and machine learning to provide interactive audience insights in minutes, not hours. Machine learning and AI can be used to transform unique, real-time data into behavioral patterns. When you understand consumer behavior patterns and predictions, you can deliver perfectly timed, uniquely relevant advertising that drives performance.
3. Can It Measure Actual Results?
Direct measurement is crucial. You should ask your preferred Ad tech company if they measure actual results. Many audience measurement tools, such as Nielsen ratings, rely on panel-based data collection, which can provide relevant insights. Choosing an ad tech partner who has access to real-time data will help you better understand how your target audience is behaving.
4. Can The Ad Tech Company Leverage First-Party Data?
In the cookieless world, publishers monetize audiences based on their first-party data. Do your partners use AI & ML to assist in the complex process of predicting purchase intent? You need partners who can demonstrate high performance by leveraging first-party data.
5. Is the ad tech company GDPR & CCPA Compliant?
Consumer privacy expectations have evolved, and so has third-party cookies usage in advertising. Your AdTech partner should be compliant with policies such as GDPR and CCPA. Further, with the shift toward first-party data, the ad tech company you plan to work with must utilize consent management platforms to protect data ownership and usage.
6. Who’s Vouching For Them?
Seek partners who work with standard-setting committees like the IAB Tech. Are they Google Publishing Partner or a Prebid Member?
That said, let’s talk a bit about GCPP and GCPP Premier.
Google offers two levels of partner recognition for companies that specialize in Google Ad Manager or AdSense: GCPP (Google Certified Publishing Partner) and GCPP Premier. GCPP Premier is the highest level of recognition, reserved for partners who demonstrate exceptional expertise and achieve outstanding results for their clients.
So if your AdTech partner has a seat at the table of the future of online advertising, you won’t miss out on the development and implementation of new cookieless standards.
7. How Has The Ad Tech Company Innovated?
Your potential ad tech company should be able to tell you exactly what kind of platform innovations they rolled out in the past year. It would be a good idea to request their product roadmap and to ask how they are managing to deliver on it. Their ability to add new innovations to their product may help you stay ahead of your competition.
8. Do They Have Easy To Implement Systems?
The platform should be intuitive and its interface should be easy to navigate. This makes onboarding new users easy, and campaigns will run smoothly without constant maintenance
9. Do They Have a Robust Advertiser Network and Demand Partner?
The most effective way to monetize traffic is by combining direct traffic with programmatic sources such as ad exchanges/ ad networks / DSPs. Top AdTech companies offer their demand in addition to the technology – the result is increased ad fill rates and monetization of remnant traffic.
That being said, let’s have a look at some of the top ad tech companies.
Top Ad Tech Companies (top ad tech company list)
Below is the list of the top 5 leading ad tech companies that have given a new face to the digital advertising ecosystem:
With over 300 publishing partners and billions of ad impressions optimized, Adpushup is a Google-certified publishing partner and one of the fastest-growing companies in America.
We have the whole itinerary from automated A/B testing to Adblock recovery tools that advertisers and publishers need to maximize revenue generation. Backed with innovative ad formats, we are one one-stop revenue optimization platform for web publishers.
Criteo is a fast-growing ad tech company focused on commerce media growth, with an artificial intelligence engine that serves highly personalized relevant ads.
This France-based ad tech company analyses customer behavior and intent throughout customers’ shopping journeys. Then, it renders them product recommendations to further their engagements, attract first-time users, and enhance repurchases.
The second most popular ad tech company in growth, according to growjo.com, VideoAmp is devoted to connecting content creators to a wide range of audiences through digital video marketing across over-the-top platforms, including tv.
It deploys an expert team of data engineers, analysts and software developers for sophisticated data analysis and website optimization. Its latest acquisition of Elsy has enabled this ad tech company to automate tv ad measurement.
Integrate is a demand-accelerating platform that connects buyers and top organizations with precision demand marketing, eliminating siloed content and providing high-quality, relevant buyers.
With its predictive targeting and geo-targeting, Adtheorent ad tech company garners the highest C.T.As with relevant ads based on data collected from users’ device locations. Of course, with all adherence to user privacy. In addition, it offers machine learning solutions to drive results.
Top Ad tech Companies to Work for:
Glassdoor ranks Adpushup as the one of the most dynamic workspaces. The company is accredited as a Great Place to Work. Not only does it provide flexible timings, but it also assists employees in evolving as owners with ESOPs.
II. Integral Ad Science:
Integral ad science employs the strategy of D.E.I. that is ‘diversity, equity and inclusion to keep the perspectives wider. Besides, lucrative incentives backed by the continuous evolution of employee makes this ad tech company a perfect workplace.
Rendering fully paid medical health benefits and happy hours to their employees, Adwerx takes care of its employees as family.
IV. The Trade Desk:
The trade desk offers an abundance of facilities with paid leaves. Based on that, tailormade recommendations and incentive-based performance make it one of the best ad tech companies to work for.
Top Adtech Startups in 2023
The pandemic cast a dry spell for many ad techs. However, this scenery has changed and is bound to grow even more. Below is the list of promising ad tech startups for 2022:
I. Prize out:
With one month’s search growth being 4000% and located in new york, Prizeout offers gift cards to push sales.
Cosmos is an adtech company founded in 2019 and is the number one offline retail platform. In addition to storing data from over 50,000 stores and 40,000 mobile apps, it also keeps online and offline consumer interaction records to make online ads more relevant.
Permutive is a privacy-conscious ad tech platform for publishers and advertisers that helps manage advertising campaigns to reach their full potential without jeopardizing consumers’ privacy. The average monthly revenue generated by this ad tech company is around 135%, with 7X targetable inventory.
Popcorn is an ad tech company specializing in leveraging brand collaborations via podcasts. Podcasters can pitch in, connect with brands, and spice up their podcasting business with native ad formats.
With select advertising partners, taboola is a renowned one-stop ad tech solution for ad agencies, advertisers and publishers by genuinely driving ad content to the right users at the right time.
Advert is an in-gaming advertising platform with a wider reach to the audience. It places in-game ads that call for action.
The pandemic resulted in a steep decline in digital ad spending. However, spending on connected TV (CTV) and mobile advertising witnessed a massive surge. Another emerging trend we witnessed was on ad fraud and data protection. The above guide highlights the top ad tech companies we expect to dominate the market in 2024, for you take the best decision. Best of luck!
Find out how Adpushup can help publishers generate higher ad revenue.
Check out our case studies to see how top publishers like NDTV, PinkVilla, ELLE, and SPIN saw massive revenue uplifts while working with us.
Read More: How We Delivered a 534% Ad Revenue Uplift in 6 Months for CCNA7
In digital advertising, Adtech refers to tools and software used by companies, brands, publishers, and platforms. Adtech platforms enable brands and agencies to purchase advertising spaces as well as helping publishers optimize their ad revenue.
The following are examples of adtech:
I. Digital banners
II. Tag management systems
III. Data management platforms
IV. Ad exchanges, networks, and servers
V. Supply Side Platforms (SSPs)
VI. Demand Side Platforms (DSPs)
Some of the top adtech companies include Adpushup, InMobi, ADZ Junction, Aristoma, EMIAC Technologies, and 135 Tech Labs
Deepak has a keen eye for detail and a deep understanding of the ad tech landscape. Whether it’s through in-depth articles, thought-provoking insights, or compelling storytelling, he’s dedicated to helping people navigate the complex world of ad tech with the simplicity of his words.