AdTech, short for Advertising Technology, represents the convergence of technology and advertising within the digital landscape. At its core, AdTech encompasses a range of tools, platforms, and strategies designed to streamline and optimize the process of buying, selling, and delivering digital advertisements.

Programmatic advertising, a key component of AdTech, shakes up how ad placements are bought and sold. It involves automated, data-driven transactions, enabling advertisers to precisely target their audiences and optimize ad placements in real time. At the heart of programmatic advertising is real-time bidding (RTB), a dynamic auction-based system where advertisers and Demand-Side Platforms (DSPs) compete to bid on ad impressions milliseconds before being displayed to users.