Glossary/Programmatic/Ad tech
What is ad tech? The advertising technology stack explained
The main parts of the advertising technology stack, how they connect between advertiser and publisher, and why a simpler stack often earns more.
Written by Samhub with the help of AI·Updated 13 Oct 2026·3 min readAd tech (advertising technology) is the software used to buy, sell, deliver, target and measure digital advertising. It connects advertisers and their agencies with publishers and their readers.
The ad tech stack
| Part | Side | What it does |
|---|---|---|
| Demand-side platform (DSP) | Buy | Buys impressions for advertisers across many publishers |
| Ad exchange | Middle | Runs the auction between buyers and sellers |
| Supply-side platform (SSP) | Sell | Offers a publisher’s impressions to many buyers |
| Ad server | Both | Decides which ad to show and records delivery |
| Data platform (DMP or CDP) | Both | Collects data and builds audiences |
| Consent management platform (CMP) | Sell | Collects and passes on readers’ consent |
| Verification | Buy | Checks viewability, fraud and brand safety |
How the parts connect
When a reader opens a page, the publisher’s ad server and SSP offer the impression to buyers. DSPs bid on behalf of advertisers, an exchange picks the winner, and the ad is shown. Data platforms add audience signals, and verification tools check the result.
16 pages for publishers, with a checklist for data, programmatic and direct sales.
The problem with a large stack
Many publishers have added a new tool for every new need. A typical media data setup uses 16 providers, each with its own contract, cost and integration. The data ends up split between systems, and engineers spend their time connecting vendors instead of building product.
What a simpler stack looks like
Collect your data once, in one layer, and send the same audiences to every channel you sell through. Fewer tools means fewer contracts, fewer integrations and data that actually reaches the bid.
CPM uplift at Stampen Media after activating first-party audiences with Samhub.
Frequently asked questions
Ad tech is used to buy and sell advertising. Martech is used by companies to market to their own customers, for example email and CRM tools. The two overlap in data and audiences.
The set of tools a company uses for advertising, such as ad server, SSPs, data platform and consent tool for a publisher.
At a minimum an ad server, one or more SSPs or a header bidding setup, a consent tool and a way to collect and activate first-party data.
Programmatic is one use of ad tech: buying and selling ads automatically. Ad tech also covers direct campaigns, data and measurement.
Related terms
The software advertisers use to buy impressions.
The software publishers use to sell impressions.
Collects and segments audience data for advertising.
Collects and stores readers’ consent choices.
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