A lack of knowledge of frameworks
Does your development team lack knowledge of the AdTech ecosystem, industry standards, protocols, and frameworks needed to build and integrate your advertising technology?
We can help.
Does your team lack knowledge of industry AdTech standards?
Give your engineers access to the AdTech expertise they need to understand the wider ecosystem, work with industry standards and protocols, design the right architecture, and build new platforms, integrations, and capabilities with confidence.
arrow_circle_right INDUSTRY KNOWLEDGE
Why does building AdTech require specialised domain knowledge?
Strong software engineering skills aren’t always enough to build advertising technology. Engineers also need to understand how different parts of the advertising ecosystem work together and the standards and protocols that allow them to communicate.
This includes knowledge of:
- DSPs, SSPs, ad exchanges, and ad servers
- Programmatic buying, selling, and bidding
- RTB protocols and industry specifications
- Identity, audiences, and targeting
- Measurement, attribution, and reporting
- Privacy, consent, and data usage
- Ad formats, creative, and delivery
- Data flows and platform integrations
- Emerging AI and agentic advertising standards
arrow_circle_right SYMPTOMS
How do you know if your development team needs more AdTech knowledge?
If your engineers have strong technical skills but limited knowledge of the wider advertising ecosystem, then you’ll likely be experiencing one or more of the following:
Your engineers spend too much time researching AdTech
Development slows because engineers need to understand unfamiliar platforms, terminology, workflows, specifications, and industry standards before they can start building.
Your team lacks knowledge of the wider ecosystem
Your engineers have deep knowledge of your existing technology but struggle when projects require expertise in other areas of the advertising supply chain.
New integrations are difficult to design
Connecting with unfamiliar DSPs, SSPs, ad servers, data platforms, or other advertising systems requires knowledge your team hasn’t previously needed.
Industry standards are difficult to interpret
Your team needs to implement standards and protocols such as OpenRTB or emerging specifications but lacks experience translating them into production technology.
Technical decisions take too long
Engineers spend significant time evaluating architectures, integration approaches, and implementation options because they lack previous experience solving similar AdTech problems.
New AdTech opportunities are harder to pursue
Moving into new channels, products, technologies, or parts of the advertising ecosystem requires domain knowledge your existing team doesn’t currently have.
Experiencing any of the problems above?
Get in contact with our team and find out how we can help you!
arrow_circle_right THE CAUSES
Why do development teams lack broader AdTech knowledge?
AdTech knowledge gaps don’t necessarily result from a lack of technical capability.
They often develop because engineers specialise in the systems they work with every day, while the wider advertising ecosystem, standards, and technologies continue to evolve.
AdTech is a complex ecosystem
Building advertising technology can require knowledge of buying, selling, bidding, ad serving, identity, measurement, data, privacy, creative, and numerous interconnected platforms.
Industry standards require specialist knowledge
Specifications and protocols need to be understood, interpreted, and implemented correctly, which can be difficult for engineers encountering them for the first time.
AdTech continues to evolve
New channels, privacy requirements, identity approaches, AI capabilities, and industry standards regularly introduce concepts and technologies that teams need to understand.
New projects require unfamiliar expertise
Moving into a new product area or building an integration can suddenly require knowledge that wasn’t previously relevant to your existing technology or engineering team.
arrow_circle_right THE BUSINESS IMPACT
How a lack of AdTech knowledge impacts your business
Gaps in AdTech domain knowledge can slow development, increase technical risk, and make it harder to build new capabilities, integrate with the wider ecosystem, and pursue new product and market opportunities.
Slower product development
Engineers spend more time researching unfamiliar AdTech concepts, platforms, standards, and protocols before they can confidently design and implement solutions.
Higher technical risk
Limited domain knowledge increases the risk of architectures, integrations, and implementations that technically work but don’t reflect industry standards or real-world advertising workflows.
Integration problems
Misunderstanding platform requirements, data flows, protocols, or specifications can lead to failed integrations, interoperability issues, and additional rework.
More engineering rework
Incorrect assumptions made early in development may only become apparent during testing or integration, requiring components to be redesigned or rebuilt.
New opportunities take longer to pursue
Moving into new products, channels, or parts of the advertising ecosystem takes longer when your team first needs to develop the required domain knowledge.
Greater dependency on individual experts
When only a small number of people understand particular parts of the AdTech ecosystem, they can become bottlenecks for technical decisions, development, and knowledge sharing.
arrow_circle_right SOLUTIONS TO THE PROBLEM
How we can help you access the AdTech knowledge you need
01. Assess
Identify the AdTech knowledge and expertise your project requires.
We can work with your business and technical teams to:
- Understand your product or technical objective
- Map the relevant parts of the AdTech ecosystem
- Identify applicable standards and protocols
- Assess your existing technical approach
- Identify knowledge and capability gaps
- Define integration requirements
Output: A clear understanding of the AdTech requirements and expertise needed for your project.
02. Advise
Give your team access to specialists who understand the relevant AdTech technologies and standards.
We can provide guidance on:
- Programmatic architecture
- DSPs, SSPs, bidders, and ad servers
- AdTech APIs and integrations
- IAB and IAB Tech Lab standards
- RTB and OpenRTB
- Identity, measurement, and data
- Emerging AI and agentic advertising standards
Output: Technical recommendations based on practical AdTech experience.
03. Design and validate
Help your engineers make the right architectural and implementation decisions before and during development.
We can:
- Design solution architecture
- Define data flows and integrations
- Review technical designs
- Interpret specifications and protocols
- Validate implementation approaches
- Review prototypes and PoCs
- Identify technical risks
Output: A validated technical approach aligned with the wider AdTech ecosystem.
04. Support and transfer knowledge
Work alongside your development team as they build and strengthen their internal AdTech knowledge.
We can:
- Support engineers during implementation
- Review code and integrations
- Troubleshoot AdTech-specific problems
- Explain standards and ecosystem concepts
- Provide architecture guidance
- Document technical decisions
- Transfer knowledge to internal teams
Output: A stronger internal team with greater AdTech knowledge and confidence.
Need help navigating the AdTech ecosystem?
Get in contact with our team and find out how we can help you.
arrow_circle_right EXPECTED OUTCOMES
What outcomes can you expect from strengthening your team’s AdTech knowledge?
Giving your development team access to specialist AdTech knowledge can accelerate development, reduce technical risk, and help your engineers confidently build and integrate technology across the wider advertising ecosystem.
Business outcomes
Faster product development
Faster time to market
Reduced development risk
Fewer costly mistakes
Faster expansion into new areas
Greater ability to pursue new opportunities
Less dependency on individual experts
Technical outcomes
Better technical decisions
Fewer implementation errors
Standards-aligned technology
More reliable integrations
Broader AdTech knowledge
Reduced engineering rework
Stronger internal expertise
arrow_circle_right CASE STUDIES
Examples of projects we’ve worked on
arrow_circle_rightContact us
Ready to close your AdTech knowledge gap?
Get in contact with our team and find out how we can help you.