Explain the ad tech market - the key players, what drives customer stickiness, the revenue model, and where the profit pools are.

Ad tech is an umbrella term that describes systems of analyzing and managing tools for programmatic advertising campaigns

It covers the entirity of the ad delivery process from selecting the subject of the ad, its position to choosing its recepient

For ad tech to be successful, its important to capture and analyze user data e.g. values,  behaviours, attitudes and attributes

Among the parameters monitored are:

1) Referring sites

2) Overall journey(including mouse cursor movement)

3) Events

4) Search queries

5) Time of session

6) Behaviour on site

7) Demographics

8) Consumers gear

9) Interaction with ad content

This data is transferred to a data management platform

Key players

1) Advertisers e.g. WPP, Publicis

2) Publishers (Facebook, CBS)

3) Ad Exchanges e.g. Engine MX

The process of ad buying and selling is the most profitable segment of advertising