The AdTech Ecosystem

Digital advertising now accounts for over half of all advertising in Canada and is growing at an annual rate of 25%. Over 80% of that expenditure is driven by programmatic advertising – the automated buying and selling of online ads – which requires a complex ecosystem (or “ad-tech stack”) of interconnected platforms, tools and services. This AdTech Ecosystem matches available ad inventory from publishers with bids from online media buyers, auctioning the ad space in real-time, all in the blink of an eye.