Technology Researcher

Natalia Figas

Natalia Figas is a contributor to The AdTech Book and researcher specializing in AdTech and MarTech systems. With a background in journalism, she investigates the technological, operational, and strategic dynamics shaping modern digital advertising.

Latest posts from Natalia Figas

Blog Post · September 7, 2026

Data-driven retail: How retail data and AI shape the future of retail

Retail Data

Blog Post · August 31, 2026

Telco analytics use cases: How AI and data help telecom operators reduce churn and improve network performance

Telecommunications Data

Blog Post · July 31, 2026

Privacy-enhancing technologies (PETs) in AdTech: examples and use cases

AdTech and MarTech

Blog Post · July 30, 2026

Generative AI in advertising: 7 practical use cases and examples

AdTech and MarTech

Blog Post · July 21, 2026

The definitive guide to programmatic advertising: how it works, platforms, and benefits

AdTech and MarTech

Blog Post · July 20, 2026

Understanding supply-path optimization (SPO)

AdTech and MarTech

Blog Post · July 16, 2026

The difference between traditional, linear, connected TV (CTV), OTT, and advanced TV advertising

Media and Entertainment AdTech and MarTech

Blog Post · July 14, 2026

How to build a self-serve advertising platform

AdTech and MarTech

Blog Post · July 9, 2026

Retail supply chain management: Mastering retail supply chains with Avenga

Retail Product Engineering

Blog Post · June 17, 2026

What is an Order Management System (OMS) and how does it work?

Media and Entertainment AdTech and MarTech

Blog Post · June 16, 2026

What’s the difference between zero-party, first-party and third-party data?

AdTech and MarTech

Blog Post · June 13, 2026

Step up your retail customer engagement strategies 2026

Retail Artificial Intelligence