Ad technology refers to the tools and platforms used to create, manage, and analyze advertising campaigns. This technology helps businesses reach their target audiences more effectively by utilizing data and automation. Key components include programmatic advertising, which automates the buying and selling of ad space, and ad networks, which connect advertisers with publishers. Additionally, ad technology encompasses analytics tools that track the performance of ads, allowing marketers to optimize their strategies. By leveraging artificial intelligence and machine learning, these technologies can predict consumer behavior and improve ad targeting, ultimately enhancing the return on investment for advertisers.