Why Startups Should Embrace Ad Tech In Their Marketing Strategies

At recent advertiser presentations in New York City, TV companies showcased more than just television content, according to Reuters. The focus was on ad tech and artificial intelligence, with highlights including shoppable ads from Warner Bros Discovery and new AI-powered ad formats from Google’s YouTube. Netflix also announced plans for in-house ad technology.

This trend signals a shift towards leveraging technology to enhance advertising strategies and maximise audience engagement.

Startups should seriously consider integrating ad tech into their marketing strategies for enhanced visibility and targeted reach. In light of this, explore ten ad tech startups that show promising potential for startups to leverage in their growth journey.


What Is Ad Tech?


Ad Tech, or advertising technology, refers to the tools and software that advertisers use to buy, manage, and measure digital advertising campaigns. It includes various technologies such as demand-side platforms (DSPs), supply-side platforms (SSPs), ad servers, and ad networks. These tools help advertisers reach targeted audiences, deliver ads efficiently, and track campaign performance.


Why Should Startups Utilise Ad Tech?


Startups should consider using ad tech for several reasons.

Firstly, it allows for better utilisation of advertising budgets. By leveraging first-party and third-party insights, ad tech ensures that advertisements reach the most relevant and engaged audiences. This targeted approach increases the likelihood of converting viewers into customers, thereby maximising return on investment (ROI).

Secondly, ad tech enhances operational efficiency. Tools like ad servers provide a comprehensive view of an advertising campaign, allowing advertisers to monitor ad placement and performance in real-time. This visibility enables quicker adjustments and optimisations, saving time and improving productivity.

Lastly, ad tech provides valuable insights across the marketing funnel. It allows brands to tailor their advertising strategies based on where consumers are in their buying journey. For example, startups can use ad tech to re-engage users who have previously shown interest in their products, thus increasing the chances of conversion.

Programmatic advertising, a key component of ad tech, automates the process of buying and selling digital ads. It uses algorithms and machine learning to deliver the most effective ads to the right audiences. This automation not only improves efficiency but also enhances the precision of ad targeting.


To Summarise


Ad tech simplifies and optimises digital advertising campaigns, making it an essential tool for startups. It ensures better budget utilisation, improves operational efficiency, and provides deep insights into consumer behaviour. By adopting ad tech, startups can strategically plan and execute their advertising campaigns, driving growth and achieving their business goals.


10 UK Ad Tech Startups Worth Keeping An Eye On


Some ad tech companies are stepping up to help startups extend their reach in the market. These companies offer innovative solutions to amplify startups’ visibility and engagement with their target audience. By leveraging the services of these ad tech startups, budding businesses can enhance their marketing efforts and drive growth effectively.

Here are ten UK-based ad tech startups that we believe are worth keeping an eye on.


1. Genflow




Genflow is a global agency that helps content creators expand their reach, collaborate with top brands, and launch their own businesses. Since 2016, Genflow has been working with creators like Logan Paul and KSI to develop their brands and increase their audience.

The company provides a range of services, including branding, marketing, and the creation of custom content platforms. By leveraging advanced ad tech, Genflow enables creators to efficiently manage and monetise their digital advertising campaigns, ensuring better audience engagement and revenue generation.


2. Black Swan Data




Black Swan Data is an innovation platform that helps companies predict consumer behaviour with 89% accuracy. By analysing millions of online conversations, they provide insights to identify market opportunities, define product strategies, and create compelling concepts.

Their ad tech capabilities enable marketers to make data-driven decisions, ensuring effective audience targeting and engagement. This approach supports brands in staying ahead of trends, improving product development, and achieving consistent growth in a competitive market.



3. Realeyes




Realeyes uses Vision AI to help companies make better business decisions by measuring human response at scale. Their technology aids enterprise brands, global media firms, and tech platforms in enhancing advertising effectiveness, digital identity solutions, and customer experiences.

Key offerings include user verification to prevent fraud, ad testing to gauge creative impact, and an experience platform for optimising digital interactions. This AI-driven approach ensures high-quality, ethically sourced data, enabling precise and effective ad tech applications.


4. StudioSpace




StudioSpace is an on-demand agency marketplace designed to meet diverse project needs. It connects brands with 250+ founder-run independent agencies, providing flexibility and scalability.

Users can submit their project requirements, select up to three agencies from the marketplace, and receive proposals within five business days. This approach enhances efficiency, value, and speed in project execution, making StudioSpace a valuable tool for brands seeking effective ad tech solutions without lengthy procurement processes or ongoing retainers.


5. AdTonos




AdTonos is an innovative digital audio advertising platform that revolutionises how brands connect with their audience through audio content. With over 228 million unique listeners monthly and 5 billion available playouts, AdTonos offers advertisers a powerful way to reach their target market effectively.

Their interactive audio ads, such as YoursTruly™, enable listeners to engage with ads, creating a more immersive experience. For publishers, AdTonos provides seamless integration tools and monetisation solutions, maximising revenue effortlessly.

With transparent KPIs and a results-focused approach, AdTonos ensures measurable and impactful campaigns for both advertisers and publishers worldwide.


6. Zephr




Zephr is a dynamic platform designed to enhance subscriber experiences and drive revenue growth for companies. It enables businesses to deeply understand their customers, experiment with subscriber journeys, and create targeted offers.

By integrating with existing CRM and analytics tools, Zephr helps in building long-lasting relationships through personalised subscription offers. This approach is particularly valuable in ad tech, as it allows for precise targeting and effective engagement with users, ultimately boosting customer lifetime value.


7. GWI


GWI is a leading consumer insights platform that helps businesses understand their audiences. With over 250,000 profiling points, GWI offers detailed data on global and local online consumers. The platform is essential for creating targeted ad tech campaigns, allowing users to craft precise, data-driven strategies.

By leveraging GWI’s comprehensive insights, companies can optimise media buying, enhance marketing strategies, and better understand consumer behaviours, ultimately driving more effective and impactful advertising efforts.


8. Scoota




Scoota is a programmatic advertising platform offering cookie-free solutions for brands, agencies, and publishers. Established in 2014, Scoota focuses on delivering high-performance creative campaigns to receptive audiences across various screens.

Their technology includes the patent-pending Sentinel™ system, which ensures ad viewability and environment safety while blocking fraudulent traffic. Scoota’s platform provides log-level transparency, real-time fraud management, and high engagement rates, making it a reliable choice for complex, scalable digital advertising campaigns without compromising on safety or performance.


9. Ostmodern




Ostmodern is a design consultancy focused on enhancing digital experiences through innovative strategies and products. With 17 years of experience and a global presence spanning 20+ countries, they help organisations become more design-driven.

From defining customer-centric strategies to shaping and evolving products, Ostmodern aims to unlock the full potential of every digital product experience. Their approach fosters effective collaboration and a culture of innovation to deliver impactful solutions for clients and end-users alike.


10. Localistico




Localistico is a leading platform in local marketing and analytics for brick-and-mortar businesses globally. They specialise in helping businesses drive more foot traffic to their physical locations by simplifying location management and optimising online presence.

Through their platform, businesses can easily manage all their location data, generate SEO optimised store pages, and ensure accurate information across various online platforms. Localistico empowers businesses to gain valuable insights through actionable reports and launch targeted marketing campaigns, ultimately driving revenue and efficiency.