The customer funnel can be divided into a pre-sales funnel and a post-sales funnel in terms of marketing stages. The former includes getting the customer's attention, considering the product and generating purchase intent; the latter includes product usage, customer retention and customer reactivation. Generally, the most common form of activity used in the pre-sales funnel is advertising, while the activities initiated in the post-sales funnel are collectively referred to as 'marketing'. This statement is not to deny that advertising is a marketing activity.
In fact, in addition to technology, platforms, organisations and employees, advertising is an integral part of a company's marketing. Especially in today's digital age, both B2B and B2C companies see it as an important component of their overall marketing strategy. And with the rapid development of marketing and advertising technology, the integrated use of technology is increasingly being adopted by companies to make the most of advertising as a marketing activity.
However, in this process, companies need to be clear about the basis of technology integration and some very important considerations. Ad technology at the heart of programmatic ad trading
The technology that supports programmatic advertising transactions is known as 'AdTech' and includes the platforms and tools used by media and ad agencies to buy, sell, deliver, display and target all forms of advertising.01 The core objective is to enable brands to focus and target specific consumer groups with the help of AdTech. This is the evolving core objective of ad technology, which is to help media sell ad inventory in the most efficient way possible, while helping advertisers buy ad space and supporting programmatic ad transactions. This core objective of ad tech has created the commoditisation of ad tech and has further led to the declining margins of ad tech providers.
For them, the only way to survive is to achieve economies of scale and move closer to the big players such as Google and Facebook.02 Business model Adtech companies automate ad buying and audience targeting via the web. The basis of their business model is media. Simply put, ad tech companies rely on agency ad buys for revenue, and the amount of revenue generated by the business depends almost entirely on the total number of ads sold. Typically, ad tech companies do not sell ads directly to marketers, but instead sell them to a third party in the advertising ecosystem, which is typically an advertising agency chosen by the brand or marketer. At this level, the ad tech company acts as an intermediary through which the media buyer can use a number of different providers at the same time and analyse them in comparison.
