1st August 2019 admin

Ad Tech now “Mad Tech” what’s best to use for your marketing campaigns?

With “AI” solutions seemingly popping up everywhere now, who and what do you trust? Will AI technology improve the performance of my ad campaigns and grow my business? Don’t worry; we’re going to take you through trusted providers of ad tech and solutions worth trying to increase performance!

First off, what counts as ad tech?

The term “ad tech,” which is short for advertising technology, refers to different types of ad servers, demand-side platforms and broadly anything to do the digital marketing tools and analytics used in the context of advertising.

For example, Google AdWords counts as a “DSP” (Demand-side platform) that helps you serve adverts to specific target audiences using different channels, such as search advertising, display, mobile and more.

Why is the industry being coined as “Mad Tech.”

Mad Tech can also refer to “Marketing and advertising tech”, but too recently in the investor space, they aren’t using Mad Tech in that terminology. With the boom of technology such as Doubleclick suite in the early 2000s and investors smashing the marketing with billions of dollars, over recent years, the market has thawed quite drastically.

In the recent Gartner report suggesting there was going to be a Y-o-Y decrease of around 75% in ad tech. From $7.2 billion in 2018, there is predicted $1.8 billion to be spent in the market this year. Investors have lost trust in the high yield potential of ad tech and are shifting their portfolios to larger return sectors and industries.

How is the market now doing so poorly compared to previous years?

Digital marketing it-self is ever increasing, with a steady increase in market size and value of around 12% per year for the last five years, but why is ad tech failing? To answer this, you need to look at the market in more detail. With so many solutions popping up promising AI, performance boosts and ROI, many small businesses no longer trust new solutions, meaning it’s becoming harder and harder to grow new tech solutions.

Many medium and large-sized companies are happy to try new ad serving solutions if their media agency or media buyer recommends, but again, this is thin on the ground. With Programmatic and Social Media campaigns being the biggest area for innovation, campaign performance is consistently growing in these channels anyway from the big players, such as Google, Ad Roll, Bing, Facebook & Instagram etc. There hasn’t been as big a need to try different solutions.

So, what channels and technology should I be using?

To start, this depends on what stage you’re at in your digital marketing lifecycle, so we’re going to split this into different sections.


If you’re starting with your campaigns, what tech do you go with, what channels etc.?

First, you want to be starting with the initial DSP’s and Ad Servers, so:

  • Google Ads
  • Microsoft Ads
  • Facebook Ads Manager
  • LinkedIn Marketing (depending on your industry)


  • Search and Display Retargeting – Google Ads
  • Search – Microsoft Ads (Bing)
  • Facebook Ads Manager – Facebook and Instagram Sponsored Ads, also Sponsored Posts
  • LinkedIn Marketing – Sponsored Posts (please note, this is usually a med term strategy as average CPC on LinkedIn is around £3.50 at least, so it’s better to be sure on your CPC’s, CPA’s and ROI levels before committing to this network).


Mid Term:

You’re now well into digital marketing; you know your average cost per clicks, average cost per acquisition and ROAS levels, you know want to increase performance and expand your reach.

DSP and Ad Servers:

  • Ad Roll
  • Microsoft Display
  • Perfect Audience
  • Further Social Media platforms – Twitter, LinkedIn etc.


  • Programmatic Display Retargeting – Ad Roll & Microsoft Display
  • Perfect Audience – Further your Social Media Reach
  • Lead Ads, Carousel – Facebook
  • Sponsored Posts – Twitter & LinkedIn


Advanced Digital Marketing:

You have mostly done everything at this point with your ad campaigns, or so you thought. Now it’s time to see how programmatic ad serving works by gaining access to an advanced DSP.

DSP and Ad Server:

  • Google Marketing Platform (formerly Doubleclick suite)
  • App Nexus
  • Rubicon

Picking your advanced DSP and Ad Server can be a slightly daunting task, but it’s one you need to make at some point. Using Google Marketing Platform is somewhat a safe choice, with DV360 (Display & Video) and Google Campaign Manager, you can get the best of both DSP and Ad Server connected, so that would be our recommendation if you’re struggling.


Advertising is a world now surrounded by loads of tech options. It’s about choosing what works best for your business and marketing and not getting sucked in by the new best toy. Many of the basic options should suit your needs potential for the lifetime of your marketing, that coupled with help from digital marketing agency or local advertising agency, will help optimise your campaigns in these DSP’s and Ad Servers to increase performance.