Adtech AG is a German–American

digital marketing Digital marketing is the component of marketing that uses the Internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Its development dur ...

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 which 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, officially Frankfurt am Main (; Hessian: , " Frank ford on the Main"), is the most populous city in the German state of Hesse. Its 791,000 inhabitants as of 2022 make it the fifth-most populous city in Germany. Located on its ...

Germany Germany, officially the Federal Republic of Germany (FRG),, is a country in Central Europe. It is the most populous member state of the European Union. Germany lies between the Baltic and North Sea to the north and the Alps to the sou ...

, and was acquired by web portal

AOL AOL (stylized as 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. It is a brand marketed by the current incarnation of Yahoo! Inc. ...

on May 15, 2007. The company was merged into the

Oath Inc. Traditionally an oath (from Anglo-Saxon ', also called plight) is either a statement of fact or a promise taken by a sacrality as a sign of verity. A common legal substitute for those who conscientiously object to making sacred oaths is to gi ...

brand, as a subsidiary of

Verizon Communications Verizon Communications Inc., commonly known as Verizon, is an American multinational telecommunications conglomerate and a corporate component of the Dow Jones Industrial Average. The company is headquartered at 1095 Avenue of the Americas in ...

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. During the dot-com bubble, the company, which was then known as CMGI, Inc., had a market capitalization of $41 billion and owned the ...

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. 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

, owned by

Products

Adtech provides an integrated

ad serving Ad serving describes the technology and service that places advertisements on Web sites, mobile apps, and Connected TVs. Ad serving technology companies provide software to Web sites and advertisers to serve ads, count them, choose the ads ...

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