An AdTech, MarTech or Tech Stack assessment is a comprehensive evaluation of the technological infrastructure, processes, and data ecosystem an organization uses for digital marketing & advertising. The main goal is to gain clear insight into the current setup, identify gaps, and uncover opportunities to maximize the effectiveness and efficiency of marketing investments.

Why Tech Stack assessment (AdTech / MarTech) by SymDroid Services?

The digital advertising landscape is evolving rapidly: genAI, cookieless targeting, stricter privacy regulations, data cleanrooms new DSPs and SSPs, and an overwhelming number of tools and data sources. Many companies invest in multiple platforms (such as Google Marketing Platform, Adform, The Trade Desk, Xandr, Salesforce, etc.) but rarely unlock their full potential. An assessment helps to:

• Create transparency around costs, contracts, and technology.
• Identify overlaps and inefficiencies across tools.
• Evaluate compliance and privacy risks (GDPR, IAB TCF, first-party data strategies).
• Spot performance gaps in campaigns, targeting & reporting.
• Check future readiness for cookieless advertising, genAI and data-driven automation.

Approach to an AdTech Assessment

A structured assessment typically follows several steps:

1. Inventory
   • Which AdTech components are in place (DSP, SSP, DMP/CDP, CMP, DCO, Rich Media, Adserver, web analytics, tag management,…)?
   • How are these integrated across the ecosystem?
2. Analysis
   • Data flows and tracking: how does data move through the stack?
   • Campaign processes: how are campaigns planned, optimized & measured?
   • Governance: who has access & what roles/permissions are defined?
3. Evaluation
   • Performance against industry benchmarks.
   • Compliance and security standards.
   • Digital resilience & data sovereignty.
   • ROI of tools, platforms, and contracts.
4. Recommendations
   • Optimizing the existing stack.
   • Potential consolidation or replacement of tools.
   • Roadmap for future innovation (cookieless IDs, AI models, automation).

Outcome

A Tech Stack assessment for AdTech and/or MarTech delivers a clear overview of the current ecosystem and a concrete action plan for improvement. Organizations gain insight into where value is lost, how efficiency can be improved, and which investments truly contribute to their marketing objectives.