Advertising technology, or ad tech, refers to the software and tools that are used to automate and manage the delivery, targeting, and measurement of online and mobile advertising. Ad tech encompasses a wide range of technologies, including ad servers, demand-side platforms (DSPs), supply-side platforms (SSPs), data management platforms (DMPs), and ad exchanges. These tools enable advertisers to target specific audiences, track the performance of their campaigns, and optimize the delivery of their ads in real-time.