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 · 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

AdTech and MarTech Media and Entertainment

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

Product Engineering Retail

Blog Post · June 17, 2026

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

AdTech and MarTech Media and Entertainment

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

Artificial Intelligence Retail

Blog Post · June 12, 2026

What’s the difference between AdTech vs MarTech?

AdTech and MarTech

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