# Ad tech

The software and systems used to buy, sell, deliver and measure advertising.

The software and systems used to buy, sell, deliver and measure advertising.

## An example

A publisher uses an ad server, an auction service and reporting tools.

## Why it matters

Understand which system owns each decision and how money and data move between them.


## Related terms
- [Ad placement](https://jolts.xyz/resources/glossary/ad-placement)
- [Ad spend](https://jolts.xyz/resources/glossary/ad-spend)
- [Advertiser](https://jolts.xyz/resources/glossary/advertiser)
- [Publisher](https://jolts.xyz/resources/glossary/publisher)

## Next step

[Explore advertising](https://jolts.xyz/advertisers) or [monetize your AI app](https://jolts.xyz/publishers).