5 British companies leading in advertising technology

Advertisers today know that while content may be king, data is the real belle of the ball. This is where advertising technology -- or AdTech -- comes into the equation: A rapidly growing industry in the UK and around the globe, AdTech connects the dots between marketing tactics and data on consumer behaviour and the journey through the sales funnel. Salesforce's fourth annual State of Marketing report cites significant growth year over year within the AdTech arena: It predicts 23-25% YoY growth for technologies like marketing analytics and CRM tools, and a whopping 53% YoY increase for artificial intelligence. A handful of startups are cashing in on the AdTech boom with innovative products that are changing the game for advertisers and marketers. Below are five British businesses whose AdTech products are making serious waves on a global scale.