What is MarTech and AdTech, and how are they different from each other? This is the question we answer in this article. MarTech and AdTech use technology to make marketing and advertising more streamlined, scalable, automated, and efficient from beginning to end.

1. What Is MarTech and
The Difference?
AdTech - And What's

2. © 2020 Bernard Marr, Bernard Marr & Co. All rights reserved
Title
Text
Introduction
Introduction
Is the difference between MarTech and AdTech as simple as knowing the differences
between marketing and advertising? It's a good start, but there's more to the story. Both
rely on technology that enables better personalization, automation, analytics, and
reporting, but they exist to perform different functions.
Why Should Businesses Adopt Industry 4.0
Technologies?

3. © 2020 Bernard Marr, Bernard Marr & Co. All rights reserved
What is MarTech?
Today’s marketers increasingly rely on MarTech, technologies that help streamline, and
scale marketing activities. These tools help companies plan and execute marketing
campaigns, monitor and record the results of marketing initiatives, adjust tactics based on
the insights the data reveal in real-time and for future campaigns. There are more than
8,000 MarTech solutions in existence now, and it continues to grow.

4. © 2020 Bernard Marr, Bernard Marr & Co. All rights reserved
What is AdTech?
AdTech is the umbrella term for the technologies that help advertisers and ad agencies
create, run, manage, and measure online advertising campaigns. Companies reduce waste
in ad spending, thanks to AdTech because it allows them to target a very specific
audience.

5. © 2020 Bernard Marr, Bernard Marr & Co. All rights reserved
What are the differences between MarTech and AdTech?
Since some marketing and ad functions seem to intersect, it can be confusing to know the
difference between MarTech and AdTech. Let’s compare some of the ways to differentiate
them.
1. Paid versus unpaid media
In general, when paid media is involved, AdTech will be as well. MarTech is typically
deployed with unpaid media, such as in social media or email campaigns. This distinction
can become blurry when MarTech is used to manage channels you would often define as
AdTech, such as paid ad-campaign capabilities on social media management tools.
2. Audience
When a company has formed some kind of relationship with a person or another brand,
they will use MarTech to continue to nurture that relationship. At some point, they have
collected some data such as name, email, and some identifying information such as
purchase history so that they can communicate one-to-one with that entity. AdTech
solutions are more of a one-to-many approach and help get organizations to get noticed
by those who haven't interacted yet and are unknown to the brand.

6. © 2020 Bernard Marr, Bernard Marr & Co. All rights reserved
What are the differences between MarTech and AdTech?
Since some marketing and ad functions seem to intersect, it can be confusing to know the
difference between MarTech and AdTech. Let’s compare some of the ways to differentiate
them.
1. Paid versus unpaid media
In general, when paid media is involved, AdTech will be as well. MarTech is typically
deployed with unpaid media, such as in social media or email campaigns. This distinction
can become blurry when MarTech is used to manage channels you would often define as
AdTech, such as paid ad-campaign capabilities on social media management tools.
2. Audience
When a company has formed some kind of relationship with a person or another brand,
they will use MarTech to continue to nurture that relationship. At some point, they have
collected some data such as name, email, and some identifying information such as
purchase history so that they can communicate one-to-one with that entity. AdTech
solutions are more of a one-to-many approach and help get organizations to get noticed
by those who haven't interacted yet and are unknown to the brand.

7. © 2020 Bernard Marr, Bernard Marr & Co. All rights reserved
What are the differences between MarTech and AdTech?
3. Platforms used
MarTech and AdTech platforms are created to support the specific functions for each.
Therefore, the capabilities of a platform and what it’s designed to do can offer hints to
determine if it’s MarTech or AdTech. For example, AdTech uses demand-side platforms to
run advertising campaigns and purchase ad inventory and sell that space. MarTech uses
platforms such as customer-relationship management (CRM) systems and social media
management tools. The key tools included in a MarTech Stack address every stage of the
marketing cycle, from attracting to understanding the target customer.
4. Billing
Another way AdTech and MarTech are different is in the way they bill. Since AdTech
automates the process of buying and targeting ads, typically, the companies that build
those tools bill by charging a commission such as a markup on the media spend with a
minimum. MarTech solutions are usually billed a flat rate per month as it typical with SaaS
models. This is another area that is becoming less distinct between AdTech and MarTech
as more AdTech providers are exploring other revenue models, including SaaS.

8. © 2020 Bernard Marr, Bernard Marr & Co. All rights reserved
What are the differences between MarTech and AdTech?
5. Users
You can also look at who uses a tool to help determine if it’s AdTech or MarTech. For
example, advertisers and ad agencies use AdTech, while MarTech is often deployed by in-
house marketing teams. Again, this distinction isn’t always clear as many ad agencies
provide more than just paid-advertising services.

9. © 2020 Bernard Marr, Bernard Marr & Co. All rights reserved
Examples of MarTech
Let’s delve deeper into MarTech by looking at some examples that are in use today that
have transformed the marketing function.
· SEO: Content-optimization tools to increase search engine rankings. These include
Google Analytics, WooRank, and MozBar.
· Web analytics: The tools that allow marketers to see who has visited a website, what
pages were looked at, and for how long and then report on those help marketers improve
the effectiveness of websites. Google is the most well-known web analytics tool, but there
are also other analytics tools offered by KISSmetrics, Piwik, and more.
· Social media management: Marketers use social media management tools to
schedule and post content to social media channels and track the reach of the content to
the audience. This can also include social media listening tools. Commonly used social
media management tools include Hootsuite and Buffer.
· CRM: A company’s customer relationship management tool tracks sales and
marketing contact history with its customers and prospects. It’s often integrated with
other MarTech to support the overall marketing function. These companies offer CRM
products: Salesforce, Pipedrive, HubSpot, and more.

10. © 2020 Bernard Marr, Bernard Marr & Co. All rights reserved
Examples of MarTech
· Email marketing systems: Whether integrated with the CRM or not, email
marketing systems are a critical MarTech tool for most companies to communicate with
their target audience and then track the performance of email campaigns. Some examples
of email marketing systems are Constant Contact, HubSpot, and Mailchimp.
· Content management system: This is a tool that helps a company manage its
content resources across multiple platforms from the website to landing pages to blogs.
You might be familiar with some of the content management systems that include
WordPress, Joomla, Magento, and Squarespace.

11. © 2020 Bernard Marr, Bernard Marr & Co. All rights reserved
Examples of AdTech
There are many technologies deployed to support advertising initiatives. Here are just a
few:
· SEM: Search engine marketing platforms exist to purchase ads to help websites
appear in search results. The most well-known is Google AdWords.
· Ad server: The technology that knows what ads to serve on a website and where
and then tracks the performance of those ads, such as clicks and impressions, is the ad
server. These are third-party technologies such as Google Ad Manager, OpenX, and Smart
Ad Server.
· Supply-side platform (SSP): This AdTech helps publishers sell their ad inventory
efficiently and effectively by automating the process. Google, Rubicon, Right Media, and
more sell SSP products.
· Demand-side platform (DSP): This is the opposite side of the supply-side platform,
where media buyers can purchase ad inventory from various SSPs through one interface.
You can find DSP platforms available through Google, MediaMath, and other vendors.

12. © 2020 Bernard Marr, Bernard Marr & Co. All rights reserved
Examples of AdTech
There are many technologies deployed to support advertising initiatives. Here are just a
few:
· SEM: Search engine marketing platforms exist to purchase ads to help websites
appear in search results. The most well-known is Google AdWords.
· Ad server: The technology that knows what ads to serve on a website and where
and then tracks the performance of those ads, such as clicks and impressions, is the ad
server. These are third-party technologies such as Google Ad Manager, OpenX, and Smart
Ad Server.
· Supply-side platform (SSP): This AdTech helps publishers sell their ad inventory
efficiently and effectively by automating the process. Google, Rubicon, Right Media, and
more sell SSP products.
· Demand-side platform (DSP): This is the opposite side of the supply-side platform,
where media buyers can purchase ad inventory from various SSPs through one interface.
You can find DSP platforms available through Google, MediaMath, and other vendors.

13. © 2020 Bernard Marr, Bernard Marr & Co. All rights reserved
Examples of AdTech
MarTech and AdTech make marketing and advertising functions more automated,
streamlined, and efficient.

14. Bernard Marr is an internationally best-selling author, popular keynote speaker, futurist, and a
strategic business & technology advisor to governments and companies. He helps
organisations improve their business performance, use data more intelligently, and
understand the implications of new technologies such as artificial intelligence, big data,
blockchains, and the Internet of Things.
LinkedIn has ranked Bernard as one of the world’s top 5 business influencers. He is a frequent
contributor to the World Economic Forum and writes a regular column for Forbes. Every day
Bernard actively engages his 1.5 million social media followers and shares content that
reaches millions of readers.
Visit The
Website
© 2020 Bernard Marr , Bernard Marr & Co. All rights reserved
© 2017 Bernard Marr , Bernard Marr & Co. All rights reserved
© 2020 Bernard Marr, Bernard Marr & Co. All rights reserved
Bernard Marr is an internationally best-selling author, popular keynote speaker, futurist, and a
strategic business & technology advisor to governments and companies. He helps
organisations improve their business performance, use data more intelligently, and
understand the implications of new technologies such as artificial intelligence, big data,
blockchains, and the Internet of Things.
LinkedIn has ranked Bernard as one of the world’s top 5 business influencers. He is a frequent
contributor to the World Economic Forum and writes a regular column for Forbes. Every day
Bernard actively engages his 1.5 million social media followers and shares content that
reaches millions of readers.
Visit The
Website

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