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 21, 2025

What Is an Order Management System (OMS) and How Does It Work?

AdTech and MarTech Media and Entertainment

Blog Post · July 18, 2025

How To Build a Demand-side Platform (DSP)

AdTech and MarTech

Blog Post · July 14, 2025

What is Programmatic Advertising? The Definitive Guide

AdTech and MarTech

Blog Post · July 9, 2025

What Is Demand Path Optimization (DPO)?

AdTech and MarTech

Blog Post · June 23, 2025

The IAB Tech Lab’s Seller Defined Audiences (SDA) Explained

AdTech and MarTech

Blog Post · June 17, 2025

What’s the Difference Between Zero-Party, First-Party and Third-Party Data?

AdTech and MarTech

Blog Post · April 4, 2025

Privacy-Enhancing Technologies: The Benefits and Challenges for Tech Giants

AdTech and MarTech

Blog Post · March 26, 2025

How Meta Uses Privacy-Enhancing Technologies (PETs) in AdTech

AdTech and MarTech

Blog Post · March 21, 2025

How Google Uses Privacy-Enhancing Technologies (PETs) in AdTech

AdTech and MarTech

Blog Post · March 13, 2025

How Amazon Uses Privacy-Enhancing Technologies (PETs) in AdTech

AdTech and MarTech

Blog Post · February 21, 2025

7 Examples of Generative AI in AdTech

AdTech and MarTech

Blog Post · February 12, 2025

What Are Retail Media Networks (RMNs) and How Do They Work?

AdTech and MarTech Retail