The AdTech Ecosystem: What Trends Will Impact Marketers in 2023 and Beyond?

It’s estimated that global digital advertising spend now exceeds $600 billion and much of that is driven by AdTech. These tools are used by publishers and advertisers to manage digital advertising on a large scale, which simply wouldn’t be possible otherwise. The AdTech stacks most marketers work with have evolved over time, with software platforms brought in to plug holes and integrate with other systems.

How your AdTech stack works within the wider ecosystem will depend on your business objectives, audience and budget. Like many aspects of the digital world, the evolution of your AdTech will be influenced by external trends as you strive to keep up with competitors and find new ways to maximize yield optimization.