AdTech Europe sells two kinds of extras. The names are similar, but they are bought differently.
Add-ons
- Seven larger products that extend a platform: Omnichannel Buying, Curated Marketplace, Publisher Ad Server, Traffic Quality, Supply Intelligence, Tracking & Attribution and AI Agent Connector.
- Sold three ways, like the platforms: monthly ($100–$300), license ($5,000–$15,000) or source code ($10,000–$30,000).
- Listed on the pricing page.
Plugins
- A marketplace of plugins and tools in ten categories: AI & Automation, Anti-Fraud & Security, Channels, Core Upgrades, Customizations, Integrations, Learning, Reporting & Analytics, Supply & Monetization, and Targeting & Data.
- Mostly one-time payments (for example Tracker Connect $290, Header Bidding $3,000); a few are monthly (AI Defender $199, Malvertising Scanner $149); payment gateways are free.
- Activated after payment, from one cart.
- Listed in the plugin marketplace.
Example: tracking
- The Tracking & Attribution add-on is a full product: one-click setup, store plugins, order dedupe, postbacks and health checks, $200/month.
- Plugins such as Tracker Connect, Shopify App or Conversion Upload add one specific connection.
Rule of thumb
Need a new capability across the platform? Look at add-ons. Need one tool connected or one feature added? Look at plugins.
Related: The plugin library · Add-ons: what they are and what they cost
Nov 13, 2026