• Linyan DUAN

MarTech and AdTech Differences


Is there a difference between them? Well put it simply, the difference is in the name, Marketing and Advertising. Let’s explore.


MarTech (we’ve got a handy definition here) covers all the efforts, campaigns and tools to achieve marketing objectives. This includes email, social media, CRM, SEO, chatbots and so on.


AdTech, Advertising Technology, refers to advertising in the digital world and it’s rather sophisticated, it is all about ad campaigns consisting of the ad, the data and the metrics. The publisher will want their advert to reach their target audience in the right place and at the right time.


The essential difference between MarTech and AdTech is that AdTech is paid media, and often is to unknown recipients. They both work extremely well together with AdTech hooking the audience in and MarTech nurturing the relationship.


Want a real-world example? Remember when your friend borrowed your computer to look at flights to Japan? Prepare for your online experience to be immersed with flight offers, top 5 activities to do in Tokyo and 2 for 1 offers to Hello Kitty Land. Thank you AdTech. The lure of sushi and ramen is too much and you’ve now purchased a flight to Japan, subscribing to more offers in the process. Hello MarTech.


By: Matthew Lin


#TheMarTechSummit #MarketingTechnology #MarTechWiki

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