AdTech Explainer: The MarTech Glossary
It's widely believed that AT&T displayed the first recorded banner ad on HotWired (now wired.com). It showed the world the potential of the internet as a new advertising medium.
In the same year, at Netscape (remember that), two individuals, Lou Montulli and John Giannandrea invented cookies, which would become fundamental for tracking user behavior and personalising ads online.
The following year saw the launch of the first
Ad Server
(explained last week).
In 1996, the rise of Ad Networks like DoubleClick gave advertisers a centralised way to buy ad space across multiple publishers, using cookies to track users and serve relevant ads.
Yahoo also started displaying search ads around this time. In the 2000s Google launched AdWords, revolutionising online advertising with its pay-per-click (PPC) model, allowing advertisers to bid on keywords.
This was followed by AdSense that enabled publishers to monetise their content with PPC ads, significantly expanding the
digital advertising
ecosystem.
In the mid-2000s the emergence of Ad Exchanges facilitated the buying and selling of ad inventory through real-time auctions.
Mobile Ad Networks (mobile-specific ad networks) emerged to sell advertising space on these devices appeared in the same period.
By 2007-2008,
Real-Time Bidding
(RTB) and DSPs/SSPs made an appearance. Many consider this as a game-changer. RTB allowed advertisers to bid on individual ad impressions in real-time.
Adtech
began as a way to automate and manage simple banner ads online and has evolved into a complex ecosystem of platforms and technologies that enable highly targeted, real-time, and data-driven advertising across a multitude of digital channels.
Advertising Technology (AdTech):
The umbrella term for technologies that facilitate the buying and selling of digital advertising, including ad servers, demand-side platforms (DSPs), and supply-side platforms (SSPs).
Demand-Side Platform
(DSP): A system that allows advertisers to buy ad impressions across various ad exchanges, a range of publisher sites and apps in real-time.
Supply-Side Platform (SSP):
A technology platform used by publishers to manage, sell, and optimise their ad inventory.
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