Across many industries, technology has significantly improved and transformed operations. And one such breakthrough that has completely changed the world of advertising is adtech. Adtech, in its most basic form, enables businesses to use technology to study the emotions and purchasing patterns of their target audience and then develop creative and engaging commercials to capture their attention. Additionally, adtech enables businesses to monitor the success of their campaigns, identify what is effective and ineffective, and make the necessary adjustments to increase reach. Modern technology have frequently been utilised in advertising.

One of these is “Extended Reality” often known as “ XR” which is a catch-all name for immersive technologies including Augmented Reality (AR), Virtual Reality (VR),and Mixed Reality(MR). Extended reality offers a great deal of promise to help companies and brands engage customers, influence customer perception (particularly of goods and services)and offer interactive, customer driven marketing solutions that could fundamentally alter marketing as a whole. Technology in advertising aids businesses in maintaining their brand, connecting with and interacting with the majority of their audience(primarily millennials and Gen Z), and making an impact that lasts.

When supported by a distinct brand vision, the combined power of technology and creativity can be one of the most effective instruments for disrupting the market and capturing consumers' attention. Technology has always influenced advertising and produced original approaches to market the company, its goods, and services. The contribution of cutting-edge technologies to promoting campaigns and providing consumers with an immersive experience cannot be disputed.