Research on the use of AdTech in FinTech companies

Abstract

The FinTech sector is booming with record funding and investment every year. It is no surprise that the industry is becoming remarkably attractive to new business players and, as a result, increasingly competitive. To cut through the noise and lead, it is important to promote the service or product most effectively and accurately. The FinTech advertising and marketing literature analyses well-known approaches such as social media or even traditional advertising; however, the usage of AdTech in the FinTech sector is barely discussed and analyzed. This article aims to f ill the gap and research the usage of AdTech in the FinTech sector, analyzing the relevance, efficiency, and value of AdTech tools in FinTech companies. This research methodology includes an experts’ survey, Kendall’s coefficient of concordance (W), TOPSIS, and AHP methods that help determine the factors of the use of AdTech in the FinTech sector.