AdTech, or advertising technology, refers to the software, tools, and platforms that are used to manage and optimize the delivery of online ads. AdTech includes ad servers, ad exchanges, demand-side platforms (DSPs), supply-side platforms (SSPs), and other technologies that are used to facilitate the buying and selling of ad inventory, and to track and measure the performance of ad campaigns.

AdTech is an essential part of the online advertising ecosystem, as it enables advertisers to target specific audiences and to track the performance of their ads, and it allows publishers to monetize their ad inventory and maximize their revenue from ad sales. AdTech is typically implemented using a combination of algorithms, machine learning, and data analysis, and it is a key driver of innovation and growth in the digital advertising industry.