Textbook · 2026 edition

AdTech: How Advertising Technology Works

From ecosystem participants and core metrics to the mechanics of ad campaigns. Read in order or jump straight to a chapter — your progress is saved in your browser.

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Part I

• 1What AdTech Is and Why It Existsreviewed
• 2AdTech Ecosystem Participantsreviewed
• 3Core Advertising Metricsreviewed
• 4AdTech Economics and Business Modelsreviewed

Part II

• 5How an Ad Campaign Is Structuredreviewed
• 6Targeting and Audiencesreviewed