Dynamic pricing in AdTech refers to the practice of adjusting the cost of advertising inventory in real-time based on supply and demand. Advertisers can bid on ad inventory and the price of each impression is determined by an auction. The prices of the inventory can change depending on the number of advertisers competing for the same inventory, the time of day, the location of the user, and other factors. This allows advertisers to better target their audience and achieve a higher return on investment, while also allowing publishers to optimize their revenue.