Adtech AG is a German–American

digital marketing Digital marketing is the component of marketing that uses the Internet and online-based Information technology, digital technologies such as desktop computers, mobile phones, and other digital media and platforms to promote products and service ...

company that retails products to manage, serve and evaluate

online advertising Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising that uses the Internet to promote products and services to audiences and platform users. ...

campaigns (including display, video and mobile formats). The company was founded in 1998 in

Frankfurt Frankfurt am Main () is the most populous city in the States of Germany, German state of Hesse. Its 773,068 inhabitants as of 2022 make it the List of cities in Germany by population, fifth-most populous city in Germany. Located in the forela ...

Germany Germany, officially the Federal Republic of Germany, is a country in Central Europe. It lies between the Baltic Sea and the North Sea to the north and the Alps to the south. Its sixteen States of Germany, constituent states have a total popu ...

, and was acquired by web portal

AOL AOL (formerly a company known as AOL Inc. and originally known as America Online) is an American web portal and online service provider based in New York City, and a brand marketed by Yahoo! Inc. The service traces its history to an online ...

on May 15, 2007. The company was merged into the Oath Inc. brand, as a subsidiary of

Verizon Communications Verizon Communications Inc. ( ), is an American telecommunications company headquartered in New York City. It is the world's second-largest telecommunications company by revenue and its mobile network is the largest wireless carrier in the ...

History

Adtech was founded in 1998 in Frankfurt, Germany, by Michael Stusch and Michael Schultheiß. In 2000, the American Internet holding company

CMGI Steel Connect, Inc. is an American company that provides supply chain management services to software companies. History The company was formed in 1968 as College Marketing Group by Glenn and Gail Mathews. At first, the company sold mailing lists ...

acquired a controlling interest (80%) in Adtech. During the same year, Adtech became a private limited company. Based on AdForce Inc.’s technology, Adtech opened its first data center in Frankfurt (Germany) in 1998. By 2001, Adtech had delivered its ten billionth

banner ad A web banner or banner ad is a Online Advertising, form of advertising on the World Wide Web delivered by an ad server. This form of online advertising entails embedding an advertisement into a web page. It is intended to attract web traffic, tra ...

. In 2002 Adtech supplied its 100,000th advertising campaign and delivered more than 100 million banners every day. In 2004, the AdForce technology was replaced by Adtech's own ad serving technology. Shortly after, the second ad serving data center was launched in Frankfurt. On May 16, 2007, AOL announced its acquisition of Adtech AG. Adtech was acquired to provide AOL with an ad serving platform enabling website publishers to manage, traffic and report on their online advertising campaigns. After operating as an independent and wholly owned subsidiary of AOL's Advertising.com division, as the ad-serving platform for AOL Advertising (previously Platform-A), the company as of November 2018 is part of Oath Inc., owned by

Products

Adtech provides an integrated

ad serving Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to present a product or service in terms of utility, advantages, and qualities of interest to consumers. It is typically used ...

platform. This product allows publishers, advertisers, agencies and ad networks the ability to manage their display, video and mobile digital advertising campaigns. Adtech's ad server responds to banner requests, prompted by user's browsers, through XML and delivers it to the specified

end system In networking jargon, a computer, phone, or internet of things device connected to a computer network is sometimes referred to as an end system or end station, because it sits at the edge of the network. The end user directly interacts with an ...

— the only provision being the terminals must be online. The open design of the Adtech Adservers allows for the implementation of external technologies. In targeting, Adtech collaborates with vendors such as Nugg and Wunderloop.

Integrated ad management

In the fall of 2007, Adtech presented an integrated suite of display, video and mobile ad serving technologies for digital publishers at ad:tech London and ad:tech New York. In collaboration with technology partners Lightningcast and Third Screen Media, Adtech merged the new video and mobile applications directly into the existing user interface and reporting system. According to Adtech, digital advertisements can be distributed to mobile devices of any type, including mobile and smart phones. Their customers are also able to apply selective targeting options to address advertiser needs.

Research

Since 2004, Adtech interprets the banner requests to their ad servers for periodical Web analyses in Europe. Adtech surveys document different aspects of Internet usage, ranging from browser trends to click-through rates. They also serve as a reference in professional articles about trends in the digital marketing industry.Brand Republic: “French lead European internet users in ad click-throughs”
March 06, 2009

References

{{DEFAULTSORT:Adtech Online advertising AOL Web analytics