In AdTech, great technology is only half the battle.
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With thousands of AdTech companies competing in a market projected to exceed $1,496.2 billion by 2030, standing out has never been harder. Many businesses solve similar problems, target the same buyers and use near-identical language to describe their products. When every platform promises smarter optimisation, better measurement or AI-powered performance, differentiation becomes increasingly difficult.
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That's where the right PR agency becomes far more than a media relations partner. The best agencies help define the narrative around your business, identifying the industry challenges you solve and translating complex technology into stories that resonate with journalists, customers and investors, without sounding like a sales pitch.
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This guide outlines the five most important factors to consider when choosing a PR agency, as well as the key questions that distinguish true specialists from those learning at your expense.
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Key takeaways: 

• US AdTech companies should prioritise PR agencies with proven AdTech expertise, not just general B2B tech experience 
• Strong relationships with the trade press are more valuable than general media reach
• The best PR agencies help shape your narrative, differentiate your proposition and build long-term commercial credibility
• Strong AdTech PR goes beyond media relations, combining thought leadership, research, speaking opportunities, awards and executive profiling to build market influence

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1. Look for category expertise, not just tech PR expertise 
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When selecting a PR agency for your AdTech business, industry experience is essential. While many agencies will promote more generalist technology experience, AdTech is a unique ecosystem with its own language and rapidly evolving media landscape. As such, you should look for a PR partner that has experience in AdTech specifically, but just as importantly one that has a wider understanding of the advertising industry. 
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Why? Because agencies that work with brands, agencies, publishers, and platforms outside of pure AdTech bring invaluable perspective. They understand what prospective clients care about, which allows them to craft messaging that resonates and stands out. This wider view also sparks more creative thinking that’s informed by trends and needs from every corner of the advertising world.
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The best AdTech PR agencies:
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• Understand the programmatic stack and the differences between DSPs, SSPs and identity solutions
• Are fluent in emerging channels like retail media, CTV and pDOOH
• Grasp the nuanced relationships between brands, agencies and vendors
• Have a strong understanding of the entire advertising ecosystem 
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This combination of deep category expertise and wider experience ensures the agency is able to translate complex offerings clearly and concisely for time-poor journalists and buyers. Additionally, PR agencies with a mix of AdTech clients and media agency clients can spot trends before they break, helping you stay ahead of the story and tell it in a way that will resonate with your target audience. 
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Key question to ask: Can you share examples of past AdTech clients and the specific results you achieved for them?
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2. Verify their relationships with the right press 
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Proven relationships with relevant media should be a key consideration when selecting a PR agency for your AdTech company. You want to choose a PR agency that can secure you coverage in national, business and marketing titles that will increase your brand visibility and support your reputation-building objectives. However, in AdTech it’s crucial to land coverage in trade publications that key decision-makers (like CMOs and heads of programmatic) actually read. 
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Look for agencies with established connections to outlets such as: 

• Digiday
• AdExchanger
• The Drum
• Campaign
• Marketing Week
• TechCrunch

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An agency’s relationships with trade journalists mean they understand what journalists are looking for, how to pitch effectively, and how to frame your story for maximum impact. 

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Propeller Group’s work across advertising, media and technology means we focus on the publications and journalists that actually influence AdTech conversations, not just broad business coverage. 

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Key question to ask: What stories have you placed and where? 
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3. Demonstrate strategic thinking and narrative development 
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AdTech is technical, but your audience is human. AdTech buyers don’t care about features – they care about results, differentiation, and relevance. Where sales cycles are long and buying committees are large, latent influence garnered through thought leadership is invaluable. 
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The best AdTech PR agencies help you craft thought leadership that goes far beyond product features, building a memorable narrative focused on outcomes and business impact.
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This means challenging:

• Vague claims like “best-in-class” or “next-generation” 
• Product-centric messaging that explains what without the so what
• Technical language that alienates non-technical buyers 

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The best AdTech PR agencies know how to balance technical accuracy and commercial relevance with storytelling that resonates with the target audience. 
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Key question to ask: How would you position us against key competitors, and what would you challenge us on?  
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4. Make sure you know who you’re working with 
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One of the most common frustrations in agency relationships is when the senior team pitches for your business and then hands it to more junior members when the contract is signed. To avoid this, insist on meeting the people who will actually manage your account before you make a commitment.
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Make sure you have a clear understanding of the team structure:

• Who will be your day-to-day account lead?
• What level of senior oversight will you have access to – and how often?
• Who is responsible for media relations versus content strategy?
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The best AdTech PR agencies blend deep technical expertise with journalistic insight and strategic thinking. It’s essential that your team has both the skills to understand your product and the ability to tell a compelling story.
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Key question to ask: Can I meet the full team who would work on our account and can you explain who owns what?
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5. Understand the full services on offer 
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When evaluating a PR agency for your AdTech business, don’t focus solely on media coverage. It’s just as important to consider the other services they offer that can elevate your presence in the market. In AdTech, buyer decisions are rarely driven by a single article; your reputation is built through consistent, multi-channel visibility.
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Assess whether your shortlisted agency provides support for:
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Events and speaking opportunities
Can they help you secure speaker slots at major industry events like Cannes Lions, Advertising Week, and MAD//Fest? Do they have relevant industry connections, and will they introduce you? Do they know what it takes to get you on stage? 
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Reports and research
Do they have the expertise to assist with writing reports and connecting you to relevant research organisations?
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Executive profile building
Can they provide media training and help enhance your leadership team’s LinkedIn profiles?
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Industry awards
Are they experienced in drafting award entries, and do they know which awards are most relevant and what judges are looking for?
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Key question to ask: Beyond media relations, how can you support our growth? 
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Quick checklist:  How to choose the right AdTech PR agency
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When evaluating PR agencies for your AdTech company, use these questions as your filter: 

• Do they have proven AdTech experience?
• Do they have relationships with AdTech media (not just general press)?
• Do they understand the full ecosystem (not just your niche)?
• Do they integrate with your marketing strategy?
• Will you actually work with the team you meet?
• Do they have relevant proof points (events, content, partnerships)?
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Find a PR agency that gets AdTech 
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Choosing the right PR agency can make or break your AdTech brand. Prioritise partners with real industry expertise, strong media ties, and the ability to turn technical features into compelling stories. Take your time, ask the tough questions and select an agency that will help you stand out. 
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If you’re looking for a PR partner with specialist knowledge of advertising, media and marketing technology, Propeller Group can help you build visibility where it matters most. Get in touch to see how we can help your AdTech company. 
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FAQs: How to choose a PR agency for AdTech 
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What should US AdTech companies look for in a PR agency?

US AdTech companies should look for a PR agency with proven AdTech experience, strong relationships with specialist trade media, strategic messaging expertise, senior account support, and the ability to support media relations, thought leadership, reports, events, awards, and executive profiling.
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Why does AdTech category expertise matter in PR?

AdTech category expertise matters because the industry has a complex ecosystem, specialist terminology, and a fast-moving media landscape. A general technology PR agency may understand B2B software, but an AdTech PR specialist should understand DSPs, SSPs, identity, retail media, CTV, pDOOH, programmatic buying, and the relationships between brands, agencies, publishers, and vendors.
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Which media outlets matter most for AdTech PR?

Specialist trade publications often matter most for AdTech PR because they are read by buyers, partners, investors and industry influencers. Relevant outlets may include AdExchanger, Ad Age, Digiday, The Drum, Campaign, Marketing Week and selected technology or business publications depending on the company’s story.
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What questions should an AdTech company ask a PR agency before hiring them?

AdTech companies should ask for examples of relevant client work, proof of media relationships, examples of placed stories, details of the proposed account team, the agency’s view of the company’s positioning and the services provided beyond media relations.

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