Advertising technology, aka ad tech, commonly refers to all technical or software solutions and services used for delivering, displaying, targeting and controlling online ads.
Due to the technical nature of online advertising, several hundreds of technology vendors belong to the digital adversiting eco-system and almost all vendors’ services are based upon some technology. More and more engineers are hired by ad tech companies.
Though offline advertising can also used some technologies, advertising technology usually refers by default to online advertising.
In a broader sense, ad tech can also encompasses some actors who are not strictly speaking advertising actors but rather marketing actors (web analytics, affiliate program platforms, etc.).
Advertising technology eco-system illustrated by LUMA partners: