Martech vs Adtech And Why you should care about them in your Startup

Editorial Board
Martech and Adtech

Martech and Adtech

Marketing Technologies and Advertising technologies are known as Martech and Adtech and have dominated the industry. Marketers and CMOs are using such tools in their daily processes. Many startups depend on them in their marketing and Sales. The question is what are Martech and Adtech, what are their differences and How can startups use them in order to boost their sales.

What is Martech?


The terminology of the phrase “Martech” must be obvious. Any kind of actions, efforts, and tools that use technology to achieve marketing goals and objectives.

Examples of Martech are overflowing in today’s marketing and business ecosystem. Social media marketing, or any marketing that happens in a digital environment, is an example of Martech. Any marketing technique which is traceable in the digital world is an example of Martech. MarTech is one of the fastest-growing areas in technology today.

MarTech tools automate or streamline marketing processes, collect and analyze data, and provide various means of reaching and engaging with your target audience. The collection of tools a company uses for marketing management and processes is known as the MarTech Stack.

Businesses may use Martech designs to develop templates for customer interaction, organizing fulfillment campaigns, or even to tie marketing to other types of software such as customer relationship management or inventory management platforms. Its purpose is to help marketers do their job and facilitate their communications with their target audience at every single stage of the customer journey.

Marketers can implement Martech in Awareness, interest, consideration, intent, evaluation, decision, and satisfaction; All stages of the customer journey.

The applications of Martech are endless, which is why this buzzword is so much heard all the time and is a part of talent recruiting and hiring in today’s marketing world.

Marketing technology helps Startups:

  • Target their potential customers and generate leads in a more personal way
  • Measure the success of their marketing campaigns precisely
  • Collect and mine data to make decisions, cluster user behaviors and optimize their marketing spend
Related Article
6 Lessons from Amazon's Digital Marketing Strategy That boosts your Business

Some Examples of Martech


With a 27% rise in the marketing tech landscape and 6,829 solutions coming online this year. Due to the research “2018 Marketing Technology Stack Investment Trends” The best Martech in different fields are:

Social Media
Hootsuite- Social media marketing tech was the most-purchased software in 2017 and 2018.

Web Analytics/Web Design/Web Optimization
Google Analytics for Business is the top choice among top marketers who’ve reviewed analytics tools.

Email Marketing
Salesforce Email Studio is the one tool reviewers can agree is the best in this hotly contested marketing tech race.

Content Marketing
Showpad is a SaaS tool, Showpad personalizes content based on the buyer and allows buyers to interact with and share the content with their organizations.

The conductor is No. 1 pick for SEO.

Video Technology
BombBomb’s video email tool allows marketers to record, send and track video to individuals, groups or entire databases.

Database Marketing/Personalization
Microsoft Power BI is a database marketers’ dream, Gartner named it the top tool for BI and analytics in 2018.

Direct Mail Marketing Tech
Postalytics, the direct mail automation tool, integrates with HubSpot and is the G2 pick.

CRM Marketing Tech
Enterprise-level marketers like that Salesforce CRM is accessible by all departments shows customer journeys from beginning to end and even houses notes

As it’s mentioned We can find more than 6,829 MarTech solutions for Awareness, Measuring Interest, Mid-Funnel Marketing, Purchase and Post-Purchase Stage of our customers. It almost seems impossible to lunch a new startup without using any of these technologies. Thanks to MarTech, marketers have vast amounts of data at their fingertips, providing deeper knowledge about their target audiences than before, complete with actionable insights that save marketers the forever task of extracting insights from raw data. Those insights often arrive in real-time, allowing marketers to pivot when things aren’t going as expected.

Related Article
Google Analytics tips and tricks

What is AdTech?


Adverting Technology (Ad Tech) is a term that describes systems of analyzing and managing tools for all advertising activities of a business.

It embraces the entirety of the ad delivery process from selecting the subject of an ad and its position to choosing its recipient and retargeting them. Ad Tech solutions allow you to see a bigger picture regarding your campaign and lets you make use of it to maximum effect.

Technologies that enable the programmatic buying and selling of advertisements are generally referred to as Adtech. The Adtech umbrella covers the vast databases of digital identities called demand-side platforms, and data management platforms, or the ad networks and exchanges that publishers use to sell their digital ad space. Ad tech lets organizations set their focus on particular groups or individuals. Using Adtech is supposed to be like having a sniper rifle.

In the heart of AdTech operation is the advertising ecosystem that consists of Advertisers, Demand-side platforms, Ad Exchanges, Supply-side platforms, and Publishers. Together they form a loop of ad supply and demand that causes revenue – this is achieved by collecting and processing the information on the user activity on a particular platform. Let’s look into some examples of significant AdTech platforms:

DSP (Demand-Side Platform)
It is software enabling media buyers to execute ad campaigns and obtain inventory from different ad exchanges and SSPs through one interface.

Ad Exchange
Ad Exchanges are a kind of marketplaces where advertisers and publishers trade digital ad inventory.

SSP (Supply-Side Platform).
It allows publishers to sell inventory on many ad exchanges automatically and safely.

The irony, of course, is that Adtech can conceivably eliminate vast amounts of wasted ad spending, especially with direct-response marketing. User Tracking forms the foundation of an ad campaign. The consequent reaction of the consumer to advertising leads to further improvements. Adtech industry is depended to Such data as:

  • Referring sites: where the users are coming from
  • Events and User experience on the website: like mouse cursor movement and clicks
  • Search queries
  • Time of session
  • Demographics
  • Consumer’s system information
  • Interaction with ad content
  • Contextual and thematic preferences to specific topics and pages
  • etc.
Related Article
11 Must-Have Digital Marketing Skills For Your Team

Martech and Adtech: Two sides of the same coin?


The line between the Adtech and Martech isn’t a clear line. Advertising is a part of marketing, and maybe we can consider Adtech as a part of Martech. Imagine you’re using an Adtech system like dropping pixels on your websites to retarget the user. You can merge this knowledge with the previous data you had from the same user on your CRM, blog analytics, email campaigns, and social media platforms (Martech) to fully customize and personalize your messaging. We can strongly suggest that the merge of these two technologies will lead to a significant type of marketing which focuses on Quality rather than Quantity. higher conversion at a lower cost will be the outcome of the Marriage between AdTechand MarTech. Katie Wheeler in CMSWire suggests:

The convergence of AdTech and MarTech can redefine the path of your marketing spend across the platforms you invest in, the data you own, the media you choose and the content you develop, But the most significant, most important promise of MadTech will be the positive, ever-improving experience your customers will come to associate with your brand.


Martech and Adtech for Startups


Startups with their limited budgets for marketing and advertising need to be wise and accurate. Getting familiar with a variety of Adtech and Martech companies the considerable responsibility of the CMOs in startups. These technologies can help them manage their advertising budget in the best way so they can target their niche markets and won’t waste their seed money.

Editorial Board

ARDOXSO Weekly Blog currently has 5 members at its editorial board and publishes about 250 articles annually on ARDOXSO blog.

Leave a Reply

Your email address will not be published. Required fields are marked *

Leave a comment
scroll to top