Advertising technology (ad tech platforms) help digital marketing leaders plan, buy and manage digital advertising campaigns across channels including but not limited to: display, video, streaming TV and audio, mobile, social and search. They provide functions for campaign planning, media buying, advertising analysis and optimization and automation. Ad tech platforms can be used by buy-side and sell-side agents; this definition focuses exclusively on the buy side.
Gartner defines multichannel marketing hubs (MMHs) as software applications that orchestrate personalized communications to individuals in common marketing channels. MMHs optimize the timing, format and content of interactions through the analysis of customer data, audience segments and offers. MMHs are foundational for multichannel marketing, customer journey orchestration and next best action programs.