As advertising campaigns become more complex in order to successfully reach today’s audiences at the right place and at the right moment, the need for effective advertising technology solutions that can track, optimize and measure a campaign is growing.

No matter the industry, any business with an online presence will sooner or later need to invest in ad tech if it wants to make sure its digital advertising efforts are heading in the right direction—without breaking the bank. An immediate solution is to hire a specialized ad tech company to oversee advertising campaigns, but outsourcing this service on an ongoing basis may end up costing more than the actual advertising process.

Read the full Ad Age article here.