Alternating Current (AC)

What is Current (AC)

Current (AC), otherwise known as advertising technology, refers to the various tools and software that advertisers and marketers leverage when running digital advertising campaigns. Ad tech covers every technical solution used throughout the end-to-end campaign management process, by every player in the ad tech ecosystem.

The process of buying advertising space as pictured above is also known as programmatic media buying. Demand-side platforms and supply-side platforms are examples of major ad tech tools that keep the ecosystem running smoothly.

The major advantages offered by the vast collection of ad tech solutions at the disposal of advertisers and marketers are:

• The ability to streamline and automate processes.
• The efficiencies and gains made by implementing data-driven decision making.
• The confidence to strategically plan and launch marketing campaigns with little manual input.
• Maximizing return on investment (ROI) by optimizing these campaigns in real-time.