The Power of Precision

Analysts expect the AdTech market to grow to $29.85 billion by 2026. On average, advertisers use 5-6 tools for branding and outreach campaigns and 3-4 solutions for performance. At the same time, the solutions themselves develop tools for optimizing lead cost, user retention, delivering personalized messages, measuring ROMI, and so on. In this article, we will discuss 5 AdTech trends in digital ads for small businesses.

Artificial intelligence helps small businesses achieve better results

At AdTech, smart algorithms help to collect, analyze, and use data for marketing. Analytical information helps to plan and make predictions: to understand which ads will work and which ones are better not to spend the budget on. In addition, algorithms can select the optimal time, content, and message to make ads more relevant.

Dynamic ads are a promising area for the introduction of artificial intelligence. Right now, they are most often based on a decision tree, but in the future, the intelligentization of the process will allow more optimization parameters to be used to automatically create ads. For example, advertisers will be able to upload several images in different color palettes and with several variants of slogans and headlines, and artificial intelligence will already show consumers the most appropriate one.

AdTech is looking for new data

Familiar digital identifiers are breaking down, so companies have to look for new data-driven solutions. In 2021, 43% of marketers said their current marketing methods were based on cookies. However, these have become a thing of the past.

Marketers are now increasingly focusing on collecting first-party data (proprietary data). This provides better insight into audience interests and allows publishers and advertisers to personalize interactions better. Therefore, the importance of effective first-party data management will only increase.

Connected TV is stepping in to replace сookies

The obsolescence of Apple's ATT data and the upcoming removal of cookie support in Google Chrome spur innovation in data and identity management solutions. So, finding alternatives is one of the challenges for marketers. One of them is connected TV, which is an ecosystem of internet-connected devices like smart TVs, gaming consoles, and set-top boxes. It provides more accurate data for targeting because it considers location and device level. 

Right now, CTV remains one of the fastest-growing digital advertising channels. In addition, the majority of CTV's advertising is bought through programmatic platforms Like Epom, which means there is ample opportunity to expand and deliver more dynamic and personalized advertising.

Video advertising is changing

In 2023, online video audiences accounted for 92% of Internet users. For a long time, brands made videos mainly for television, YouTube, and other platforms. Still, in recent years, the TikTok format, YouTube Shorts, and Reels have been gaining momentum. The popularity of such platforms forces brands to adapt their advertising campaigns to communicate with the audience in the format they are accustomed to.

The advertising sector is now looking at contextual video advertising as an alternative to data-driven marketing. Big brands can use video ads to create awareness and inform consumers. Medium and small businesses can also use video ads to draw attention to their products. In addition, video advertising has long been inaccessible for smaller companies: shooting a quality video requires a team and large budgets. Now, thanks to short formats, it is possible to make yourself known without investing large sums of money.

Retail Media will win over programmatic

The e-commerce market is one of the few growing markets, even in times of crisis. Global e-commerce sales will reach $58.74 trillion by 2028. Retail Media is a marketing tool for promotion in online stores and marketplaces, and it is increasingly used in performance marketing.

Now, e-commerce marketplaces and classified websites are introducing more and more advertising tools that are not only available to store clerks. In addition, retailers have enough data about users' purchases and preferences to create relevant advertising. 

Some classified websites have already developed their own platforms for working with audiences (DMP). They allow for more effective display customization, relying on user behavior and content preferences. In this way, the advertiser gets quality contact with the audience, and the user gets advertising suitable for him or her. This is why Retail Media can become an alternative to cookies.

Epom - a comprehensive family of AdTech products

Among the myriad of AdTech solutions available, one platform that stands out for small businesses is Epom. It offers a comprehensive suite of tools and technologies designed to empower businesses of all sizes to maximize their advertising efforts. Here's how Epom can help small businesses unlock the full potential of AdTech:

  1. Programmatic advertising simplified. Epom's programmatic advertising platform streamlines the ad-buying process, making it accessible even to businesses with limited resources. With Epom, small businesses can tap into the power of real-time bidding (RTB) and automated ad placement, ensuring their ads are displayed to the most relevant audience across a vast network of publishers and ad exchanges.

  2. Data-driven insights. Epom's robust analytics capabilities provide small businesses with invaluable insights into their advertising performance. By tracking key metrics such as click-through rates, conversion rates, and return on ad spend (ROAS), businesses can make data-driven decisions to optimize their campaigns for maximum effectiveness.

  3. Advanced targeting options. Epom offers a wide range of targeting options to help small businesses precisely reach their desired audience. Whether it's demographic targeting, geotargeting, or behavioral targeting, Epom empowers firms to tailor their advertising messages to specific market segments, increasing relevance and engagement.

Epom offers small businesses a powerful and user-friendly AdTech solution to unlock their full potential in the digital marketplace. 


Marketers are increasingly forgetting the difference between digital and offline communications. Brands are increasingly adapting advertising to audiences rather than distribution channels. Right now, the market still lacks cross-channel solutions, but they are the future.

The information that marketers receive about customers does not depend on the channel of use—this is what a communication strategy should reflect. That's why businesses need tools that help them take into account the surrounding context and then plan and display ads where audiences will be more receptive.

Global ad spending grew to $600 billion in 2023 and is expected to reach $870 billion by 2027. New technologies have not only fueled the growth and adoption of AdTech but are also changing the way advertising is produced and distributed. With the demise of cookies and the emergence of multiple platforms, one of the most effective strategies will be for small businesses to use AdTech solutions like Epom. This will allow data to be shared and relevant ads to be shown.