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 · 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 12, 2026

What’s the difference between AdTech vs MarTech?

AdTech and MarTech

Blog Post · June 12, 2026

Step up your retail customer engagement strategies 2026

Artificial Intelligence Retail

Blog Post · June 9, 2026

What is a CRM and how does it work? Customer relationship management explained

AdTech and MarTech

Blog Post · June 2, 2026

What is a data clean room and how does it work?

AdTech and MarTech

Blog Post · June 2, 2026

Your ultimate guide to retail media and retail media networks (RMNs)

Retail AdTech and MarTech

Blog Post · May 29, 2026

Your guide to in-game advertising: Examples, experiences, and ecosystems

iGaming AdTech and MarTech

Blog Post · May 26, 2026

What is digital out-of-home (DOOH) advertising and how does it work?

AdTech and MarTech Media and Entertainment

Blog Post · January 26, 2026

How To Design and Build an SSP and an Ad Exchange

Media and Entertainment AdTech and MarTech

Blog Post · October 14, 2025

The Difference Between Traditional, Linear, Connected TV, OTT, and Advanced TV Advertising

AdTech and MarTech Media and Entertainment

Blog Post · September 18, 2025

How to Build a Self-Serve Advertising Platform

AdTech and MarTech