Advertising Technology (AdTech) refers to the ecosystem of software, tools, and platforms that brands, agencies, and publishers use to target, deliver, and analyze their digital advertising campaigns.

The AdTech landscape is evolving from relying on opaque user-level tracking to signal-driven, privacy-first intelligence and AI-powered execution. Adeia’s inventions in this space go beyond traditional, fragmented media buying and moves toward an AI-first ecosystem that unifies the consumer journey. Our inventors are focused on replacing manual optimization with AI agents that make real-time decisions, pacing, and cross-channel adjustments without human intervention. Adeia engineers are building infrastructure on first-party data and data clean rooms to maintain high personalization without relying on obsolete third-party cookies. Adeia’s innovations turn top-of-funnel channels, such as CTV, into direct, actionable conversion points to shrink the distance between seeing and buying.