As we mentioned in the previous chapter, you can use //BuiltWith.com to see which technologies are running on your competitors websites.

Today there are some pretty amazing ad serving technologies out there, like search display retargeting, first party cookies, and all sorts of retargeting companies that use their fancy algorithms to buy the right media. Being able to see which ad networks your competitors are using is invaluable.

This is also a great way to get a feel for which of your competitors is the most sophisticated. How? by running a comparison tool on BuiltWith between your competitors sites, and you will see who is running which tech, and if they are even aware of the great opportunities programmatic advertising provides.

If you want to go a step further, and you sell a software product or a web technology, you can use BuiltWith to prospect and see who uses your competitors technology.

Happy Hunting.