Just as marketing and advertising differ, the terms “MarTech” and “AdTech,” short for advertising technology, are not interchangeable. The key difference is that AdTech is only used to impact buyer behavior through promoted offerings, while MarTech is used to actually create, run, and manage campaigns and other marketing efforts.
More specifically, AdTech is an umbrella term for advertising tactics and management tools like demand side platforms (DSPs), supply side platforms (SSPs), and ad exchanges. It’s more focused on technology that directly brings campaigns into the world. MarTech, on the other hand, describes the use of customer relationship management (CRM) software, social media management tools, email marketing solutions, and more. It encompasses a wider variety of technology solutions that marketers use throughout the digital marketing process.
While both MarTech and AdTech are important for your brand strategy, we’ll be focusing on MarTech today.