Adtech and Martech: What’s the Difference and Why It Matters Adtech and Martech: What’s the Difference and Why It Matters
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Adtech and Martech: What’s the Difference and Why It Matters

23 Jun 2023
8 min read

The digital universe is constantly growing, and the boundaries between advertising and marketing are mercilessly blurring. Since AdTech & MarTech development technologies depend on different factors and business processes that often overlap, it is only sometimes possible to draw a clear line between them. At the same time, AdTech is tied to advertising processes, and MarTech is more involved in marketing. Thus, AdTech and MarTech remain quite different concepts.

Adtech and Martech: What's the Difference and Why It Matters
MarketMove case study

What is Martech?

MarTech is the term which is better used to describe the software that marketers use to maximize their marketing efforts and achieve their objectives. Technology is used to plan, execute, and analyze marketing campaigns and other tactics.

As a technology, MarTech deals more with the insider work. Marketers use these technologies to develop and manage marketing campaigns, as well as for local marketing. For example, for email newsletters, social media management, A / B testing, personalization, analysis of user feedback reports, analytics. 

Your CRM, or customer relationship management software, is one of the most important MarTech components. This should be the main technological stack tool because it forms the foundation of any successful digital marketing campaign. Popular examples are Microsoft Dynamics, Salesforce, and HubSpot. Here are MarTech examples:

Web Analytics

The data gathering, reporting, and analysis of website data are referred to as web analytics. The emphasis is on developing metrics based on your organizational and user goals and using website data to assess the accomplishment or otherwise of those objectives, inform strategy, and enhance user experience.


A CRM system is a service for automating business processes (the abbreviation CRM stands for Customer Relationship Management). It is a web service or program (mobile application) with various modules designed to solve specific customer problems.

Social-Media-Management Platforms

Businesses can manage several social media accounts across departments and devices using a secure, scalable solution called a social media management platform. Social relationship platforms monitor, post, and track social media. They assist with managing everything from lead creation to customer service.


The process of personalizing an experience or message based on knowledge a business has acquired about a customer. Companies can customize experiences or interactions based on information they discover about their prospects and customers, just like you might make a present for a close friend. Martech is full of personalisation opportunities through variety of useful tools.

Marketing Automation

Software that automates typical marketing chores eliminates the need for human intervention. Email marketing, behavioural targeting, lead prioritizing, and tailored advertising are examples of typical marketing automation operations. By automating these tasks, teams can collaborate more effectively, deliver more individualized, pertinent material to prospects and customers, and save time.

adtech and martech
Market Move project samples

What is Adtech?

Adtech is crucial to the success of any digital marketing strategy. Adtech is used by advertisers to purchase, administer, and track digital advertising. AdTech covers all processes related to advertising campaigns, all relevant information and metrics (views, purchases, impressions and unique users).

Data management platforms, ad exchanges, and ad forecasting tools are a few examples of AdTech. With the help of these technologies, businesses can create customised content more rapidly and affordably for each campaign.

This technology is designed to help advertising agencies create, manage, evaluate and modify online advertising campaigns. Website owners, in turn, can use these technologies to sell their inventory. Here are AdTech examples:

Demand-Side Platform (DSP)

Software called a demand-side platform (DSP) enables an advertiser to purchase advertising through automation. DSPs are effective marketing automation tools because they enable mobile advertisers to buy high quality traffic at scale with no friction.

Supply-Side Platform (SSP)

Programmatic software called a supply-side platform (SSP) enables publishers to make sales of their advertising impressions.

Ad Exchange

Real-time bidding (RTB) technology is used in programmatic advertising to make it easier to acquire and sell digital content. In ad exchanges, publishers and advertisers can connect to purchase and sell digital ad space directly from one another without the use of a middleman. Ad inventory, which includes native, display, mobile game, video, and in-app ads, is the term for the advertising space owned by digital publishers.

SEM Platforms

Search engine marketing (SEM) platforms are search engines where businesses can post search adverts that are shown when a user conducts a search. These are the most popular SEM platforms: Google Adwords Most people use Google Ads as their SEM platform. Every day, more than one billion searches are made on Google.

Adtech and Martech: What’s the Difference and Why It Matters 2
Visual identity for the online crypto platform

Martech vs. Adtech Comparison Table

Now that you are aware of the main distinctions between the two, the following comparison chart lists will open up a bit more on martech vs adtech. It’s like separating marketing and advertising only under the condition that the technological component is the only link between them, but it’s more than that.


Focus Utilizing tools to connect with previous clients and recognized audiences Ads are targeted at appropriate personas; the audience is unknown
IT teams, in-house marketing departments, companies
Advertisers, advertising agencies
Approach Personalized lead nurturing using social media, email marketing, SEO, etc. Purchasing unpersonalized ads on networks with significant traffic
Billing method  Most subscription-based models Commission-based model
Data collection Personalized data  Third-party data collection
Platforms Puts your attention on free methods like SEO and email Paid media platforms, such as ad space auctions, etc.


If the two are combined, adverts may be uniquely suited to the user’s requirements. The result is a sophisticated advertising strategy that targets users based on their online behavior and maximizes the return on your marketing investment.

Businesses are increasingly considering various ways they may use adtech and martech to segment better their audiences, which ultimately leads to better value for the company.


What is martech and adtech? Both technologies of advertising and marketing (adtech and martech) have quite significant differences in the specifics of their actual work. But do not forget that the company’s digital strategy must be comprehensive and fully synchronized with all processes in the organization. A possible merger of the adtech martech technologies over time is to be expected and definitely not avoided. 

Together they solve more specific problems and achieve great results in your business’s digital strategy. Gains from the synergy between the two can only benefit firms over time. Future developments will likely involve MadTech, a combination of AdTech and MarTech software development company platforms used to significantly impact marketing and advertising strategies.


Is Adtech the same as MarTech?

Ad agencies and advertisers run adtech platforms. Internal marketing and IT departments run martech platforms. Today’s advertisers are required to offer a wide range of ads services, including things utilized by marketers like SEO, SMM, content marketing, etc., in addition to paid advertising.

Does MarTech include Adtech?

MarTech covers how to employ email marketing services, social media management tools, customer relationship management (CRM) software, and other related technologies. It covers a larger range of technological tools that businesspeople employ for digital marketing, including advertising platforms.

What are Adtech platforms?

SmartyAds, TubeMogul,, MediaMath, and PubMatic are a few well-known adtech platforms. In these examples, you should search for qualities in a platform such as transparency, interface, flexibility, and real-time analytics.

What is MarTech advertising?

The phrase marketing technology, or MarTech, refers to the many devices and programs that companies utilize to automate, streamline, and improve their marketing operations. To understand better what is adtech and martech and what’s the difference, always feel free to consult the technology experts.



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