How is technology shaping the ad tech industry?

It is believed that the Romans used to write commercial messages on the walls. Traces were found in the ruins of Pompeii. It has evolved a fair bit since, and the last couple of decades have played a significant role. As the number of internet devices and formats increased and consumer patience shrank, advertisers have found many creative ways to reach out to the right audience, at the right time, on the right screen, with the right content.

Brands are everywhere across multiple digital screens, be it smartphones, tabs, CTV or OTT platforms, or digital OOH, in addition to traditional media. The advancement of ad tech has also helped in gaining more granular insights to improve reach and increase cost savings, resulting in higher ROI.

In this context, advertisers are leveraging interactive user engagement tools, under which solutions like interactive ads and CTV Advertising are gaining prominence. The interactive ads category includes segments like 3D impact, 3D wobble, QR codes, Conversational Intelligence and Carousel Shopping Unit. Whereas for publishers, the ad tech industry is expanding into multiple native verticals such as web solutions, e-commerce and classified, mobile apps, and full-stack

CTV/OTT monetisation.

Amitt Sharma, Founder and CEO, Vdo.ai