AdTech is definitely complex but understanding the basics helps a lot with digital marketing. The key is being able to measure campaign performance across different platforms and optimize based on real data. Most advertisers struggle with attribution because they can't see the complete picture of their customer journey. I've been using ad tracking software to get better insights into which ads actually drive conversions versus just clicks. It connects data from multiple advertising platforms so you can see what's really working. Makes it much easier to allocate budget to profitable campaigns instead of just popular ones