The adtech market size has grown rapidly in recent years. It will grow from $17.95 billion in 2023 to $20.1 billion in 2024 at a compound annual growth rate (CAGR) of 12.2%. The growth observed during the historical period can be attributed to several factors, including the expansion of digital advertising, the prevalence of targeted advertising strategies, the utilization of data analytics and insights, the rise of programmatic advertising methodologies, and the surge in mobile advertising. These trends collectively contributed to the overall growth and development of the ad tech industry during that timeframe.
The adtech market size is expected to see rapid growth in the next few years. It will grow to $31.27 billion in 2028 at a compound annual growth rate (CAGR) of 11.6%. The anticipated growth in the forecast period can be attributed to factors such as increased attention to privacy regulations and compliance, the emergence of new ad formats, the integration of artificial intelligence (AI) and machine learning, the dominance of video advertising, and the availability of cross-channel advertising solutions. Major trends expected in the forecast period include the resurgence of contextual advertising, the use of blockchain for ad transparency, the adoption of dynamic creative optimization (DCO), a shift in ad budgets towards connected TV (CTV), the implementation of adaptive and context-aware advertising, and the integration of e-commerce into advertising strategies. These trends collectively shape the evolving landscape of the ad tech industry.
The escalating demand for digital advertising stands as a driving force behind the burgeoning growth of the ad tech market. Digital advertising, conducted through online channels such as websites and streaming platforms, utilizes ad tech software platforms. These platforms facilitate the purchase of advertising space, enabling more efficient campaign planning and measurement for brands and agencies. According to a report by Simplilearn Solutions Pvt. Ltd. in February 2023, global digital advertising expenditures increased by 2.4% in 2022 and are projected to soar to $645 billion by 2024, marking a substantial rise from $389 billion in 2022. This surge in digital advertising demand serves as a pivotal catalyst propelling the ad tech market's expansion.
The rapid proliferation of mobile devices is poised to significantly propel the ad tech market in the foreseeable future. Mobile devices, portable gadgets powered by internal batteries, offer unparalleled flexibility and engagement opportunities for users. With advancements in data analytics and AI, advertisers can leverage these devices to deliver more relevant and engaging content, reshaping marketing strategies. Notably, according to the International Telecommunication Union's November 2022 projections, an estimated 73% of individuals aged 10 and above were anticipated to have access to smartphones by 2022, showcasing a 7% increase in mobile device adoption compared to the current internet user population. This rapid expansion of mobile device usage serves as a key driver fueling the growth trajectory of the ad tech market.
Technological advancement emerges as a prominent trend shaping the ad tech market landscape. Major industry players are dedicated to innovating solutions aimed at fortifying their market positions. For instance, in June 2022, Vodafone Idea Limited launched its Vi Ads platform, leveraging artificial intelligence (AI) and machine learning (ML) to offer marketers a programmatic media buying platform. Vi Ads presents a self-service interface empowering marketers with complete campaign control across multiple channels, including Vi-owned digital media such as Vi App, Vi Movies, TV App, as well as traditional channels such as SMS and IVR calls. This combination of advanced functionalities and user-friendly features caters to both large agencies and small-medium businesses, reflecting the increasing emphasis on technological innovation within the ad tech market.
Prominent entities within the ad-tech market are adopting a strategic partnership approach to elevate their advertising solutions. Strategic partnerships involve leveraging mutual strengths and resources for collective benefits and success. For instance, in January 2023, MGID, a US-based ad-tech services provider, announced a strategic partnership with G/O Media Inc. This collaboration is designed to leverage MGID's multi-format upscale demand, brand-safety approaches, and award-winning technology. The partnership emphasizes MGID's commitment to enhancing advertising solutions, offering advertisers improved Return on Advertising Spend (ROAS) in a brand-safe environment. MGID's contextual intelligence audience segmentation service will be utilized across an expanding roster of premium publishers, including renowned publications such as Microsoft, Newsweek, Real Clear Politics, The Times of India, and more. G/O Media Inc., a US-based company overseeing several digital media outlets, joins hands with MGID in this transformative partnership.
In February 2023, Marketing Technology Solutions (MTS), a US-based marketing technology firm providing advertising services, acquired a 67% stake in Buzzoola Group, comprising Buzzoola Internet Technologies LLC and Buzzoola Advertising Technologies LLC, for an undisclosed sum. This strategic acquisition by MTS aims to bolster its ad tech development, expedite advancements in its ad tech business, and solidify its position within the advertising market. Buzzoola Group, a Russian-based advertising technology company, becomes an integral part of MTS, consolidating their strengths to drive innovations and capture a larger share of the advertising landscape.
Major companies operating in the adtech market report are Google LLC, Meta Platforms Inc., Oracle Corporation, Criteo SA, Adobe Inc., Amazon.com Inc., The Trade Desk, Alibaba Group Holding Limited., Salesforce Inc., Telaria Inc., Mobvista Co. Ltd., Magnet Digital.io, Microsoft Incorporation, WPP plc, Omnicom Group Inc., The Interpublic Group of Companies Inc., MediaMath Inc., 4INFO Inc., Adtile Technologies Incorporated, Afilias Inc., Xandr Inc., mBlox Inc., Media.net, Metaverse Mod Squad Inc., Neustar Inc., Newsmax Media Inc., OpenMarket Inc., OpenX Technologies Inc., Paysafe Group Limited, OrangeSoda Inc., Proxim.ai Inc., Quantcast Corporation, Magnite Inc., Taboola Inc., StackAdapt Inc.
North America was the largest region in the Ad tech market in 2023. The regions covered in the adtech market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the adtech market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.
The primary product types within the ad tech market include web-based, cloud-based, on-premise, and other variants. A web-based system enables users to access a software platform through a computer and an internet connection. This approach allows multiple users to access the same version of an application, facilitating collaborative use of web-based advertising technology.
The various solutions include demand-side platforms (DSPs), supply-side platforms (SSPs), ad networks, data management platforms (DMPs), and others. The various advertising types include programmatic advertising, search advertising, display advertising, mobile advertising, email marketing, native advertising, and others. These are applied in various applications such as large enterprises, small and medium-sized enterprises (SMEs), and others, and are used by various industry verticals such as media and entertainment, BFSI (banking, financial services, and insurance), education, retail, and consumer goods, IT and telecom, healthcare, and others.
The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).
The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.
This product will be delivered within 3-5 business days.
The adtech market size is expected to see rapid growth in the next few years. It will grow to $31.27 billion in 2028 at a compound annual growth rate (CAGR) of 11.6%. The anticipated growth in the forecast period can be attributed to factors such as increased attention to privacy regulations and compliance, the emergence of new ad formats, the integration of artificial intelligence (AI) and machine learning, the dominance of video advertising, and the availability of cross-channel advertising solutions. Major trends expected in the forecast period include the resurgence of contextual advertising, the use of blockchain for ad transparency, the adoption of dynamic creative optimization (DCO), a shift in ad budgets towards connected TV (CTV), the implementation of adaptive and context-aware advertising, and the integration of e-commerce into advertising strategies. These trends collectively shape the evolving landscape of the ad tech industry.
The escalating demand for digital advertising stands as a driving force behind the burgeoning growth of the ad tech market. Digital advertising, conducted through online channels such as websites and streaming platforms, utilizes ad tech software platforms. These platforms facilitate the purchase of advertising space, enabling more efficient campaign planning and measurement for brands and agencies. According to a report by Simplilearn Solutions Pvt. Ltd. in February 2023, global digital advertising expenditures increased by 2.4% in 2022 and are projected to soar to $645 billion by 2024, marking a substantial rise from $389 billion in 2022. This surge in digital advertising demand serves as a pivotal catalyst propelling the ad tech market's expansion.
The rapid proliferation of mobile devices is poised to significantly propel the ad tech market in the foreseeable future. Mobile devices, portable gadgets powered by internal batteries, offer unparalleled flexibility and engagement opportunities for users. With advancements in data analytics and AI, advertisers can leverage these devices to deliver more relevant and engaging content, reshaping marketing strategies. Notably, according to the International Telecommunication Union's November 2022 projections, an estimated 73% of individuals aged 10 and above were anticipated to have access to smartphones by 2022, showcasing a 7% increase in mobile device adoption compared to the current internet user population. This rapid expansion of mobile device usage serves as a key driver fueling the growth trajectory of the ad tech market.
Technological advancement emerges as a prominent trend shaping the ad tech market landscape. Major industry players are dedicated to innovating solutions aimed at fortifying their market positions. For instance, in June 2022, Vodafone Idea Limited launched its Vi Ads platform, leveraging artificial intelligence (AI) and machine learning (ML) to offer marketers a programmatic media buying platform. Vi Ads presents a self-service interface empowering marketers with complete campaign control across multiple channels, including Vi-owned digital media such as Vi App, Vi Movies, TV App, as well as traditional channels such as SMS and IVR calls. This combination of advanced functionalities and user-friendly features caters to both large agencies and small-medium businesses, reflecting the increasing emphasis on technological innovation within the ad tech market.
Prominent entities within the ad-tech market are adopting a strategic partnership approach to elevate their advertising solutions. Strategic partnerships involve leveraging mutual strengths and resources for collective benefits and success. For instance, in January 2023, MGID, a US-based ad-tech services provider, announced a strategic partnership with G/O Media Inc. This collaboration is designed to leverage MGID's multi-format upscale demand, brand-safety approaches, and award-winning technology. The partnership emphasizes MGID's commitment to enhancing advertising solutions, offering advertisers improved Return on Advertising Spend (ROAS) in a brand-safe environment. MGID's contextual intelligence audience segmentation service will be utilized across an expanding roster of premium publishers, including renowned publications such as Microsoft, Newsweek, Real Clear Politics, The Times of India, and more. G/O Media Inc., a US-based company overseeing several digital media outlets, joins hands with MGID in this transformative partnership.
In February 2023, Marketing Technology Solutions (MTS), a US-based marketing technology firm providing advertising services, acquired a 67% stake in Buzzoola Group, comprising Buzzoola Internet Technologies LLC and Buzzoola Advertising Technologies LLC, for an undisclosed sum. This strategic acquisition by MTS aims to bolster its ad tech development, expedite advancements in its ad tech business, and solidify its position within the advertising market. Buzzoola Group, a Russian-based advertising technology company, becomes an integral part of MTS, consolidating their strengths to drive innovations and capture a larger share of the advertising landscape.
Major companies operating in the adtech market report are Google LLC, Meta Platforms Inc., Oracle Corporation, Criteo SA, Adobe Inc., Amazon.com Inc., The Trade Desk, Alibaba Group Holding Limited., Salesforce Inc., Telaria Inc., Mobvista Co. Ltd., Magnet Digital.io, Microsoft Incorporation, WPP plc, Omnicom Group Inc., The Interpublic Group of Companies Inc., MediaMath Inc., 4INFO Inc., Adtile Technologies Incorporated, Afilias Inc., Xandr Inc., mBlox Inc., Media.net, Metaverse Mod Squad Inc., Neustar Inc., Newsmax Media Inc., OpenMarket Inc., OpenX Technologies Inc., Paysafe Group Limited, OrangeSoda Inc., Proxim.ai Inc., Quantcast Corporation, Magnite Inc., Taboola Inc., StackAdapt Inc.
North America was the largest region in the Ad tech market in 2023. The regions covered in the adtech market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the adtech market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.
The primary product types within the ad tech market include web-based, cloud-based, on-premise, and other variants. A web-based system enables users to access a software platform through a computer and an internet connection. This approach allows multiple users to access the same version of an application, facilitating collaborative use of web-based advertising technology.
The various solutions include demand-side platforms (DSPs), supply-side platforms (SSPs), ad networks, data management platforms (DMPs), and others. The various advertising types include programmatic advertising, search advertising, display advertising, mobile advertising, email marketing, native advertising, and others. These are applied in various applications such as large enterprises, small and medium-sized enterprises (SMEs), and others, and are used by various industry verticals such as media and entertainment, BFSI (banking, financial services, and insurance), education, retail, and consumer goods, IT and telecom, healthcare, and others.
The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).
The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.
This product will be delivered within 3-5 business days.
Table of Contents
1. Executive Summary2. AdTech Market Characteristics3. AdTech Market Trends and Strategies31. Global AdTech Market Competitive Benchmarking32. Global AdTech Market Competitive Dashboard33. Key Mergers and Acquisitions in the AdTech Market
4. AdTech Market - Macro Economic Scenario
5. Global AdTech Market Size and Growth
6. AdTech Market Segmentation
7. AdTech Market Regional and Country Analysis
8. Asia-Pacific AdTech Market
9. China AdTech Market
10. India AdTech Market
11. Japan AdTech Market
12. Australia AdTech Market
13. Indonesia AdTech Market
14. South Korea AdTech Market
15. Western Europe AdTech Market
16. UK AdTech Market
17. Germany AdTech Market
18. France AdTech Market
19. Italy AdTech Market
20. Spain AdTech Market
21. Eastern Europe AdTech Market
22. Russia AdTech Market
23. North America AdTech Market
24. USA AdTech Market
25. Canada AdTech Market
26. South America AdTech Market
27. Brazil AdTech Market
28. Middle East AdTech Market
29. Africa AdTech Market
30. AdTech Market Competitive Landscape and Company Profiles
34. AdTech Market Future Outlook and Potential Analysis
35. Appendix
Executive Summary
AdTech Global Market Report 2024 provides strategists, marketers and senior management with the critical information they need to assess the market.This report focuses on adtech market which is experiencing strong growth. The report gives a guide to the trends which will be shaping the market over the next ten years and beyond.
Reasons to Purchase
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- Assess the Russia-Ukraine war’s impact on agriculture, energy and mineral commodity supply and its direct and indirect impact on the market.
- Measure the impact of high global inflation on market growth.
- Create regional and country strategies on the basis of local data and analysis.
- Identify growth segments for investment.
- Outperform competitors using forecast data and the drivers and trends shaping the market.
- Understand customers based on the latest market shares.
- Benchmark performance against key competitors.
- Suitable for supporting your internal and external presentations with reliable high quality data and analysis
- All data from the report will also be delivered in an excel dashboard format.
Description
Where is the largest and fastest growing market for adtech? How does the market relate to the overall economy, demography and other similar markets? What forces will shape the market going forward? This adtech market global report answers all of these questions and many more.The report covers market characteristics, size and growth, segmentation, regional and country breakdowns, competitive landscape, market shares, trends and strategies for this market. It traces the market’s historic and forecast market growth by geography.
- The market characteristics section of the report defines and explains the market.
- The market size section gives the market size ($b) covering both the historic growth of the market, and forecasting its development.
- The forecasts are made after considering the major factors currently impacting the market. These include:
- The impact of sanctions, supply chain disruptions, and altered demand for goods and services due to the Russian Ukraine war, impacting various macro-economic factors and parameters in the Eastern European region and its subsequent effect on global markets.
- The impact of higher inflation in many countries and the resulting spike in interest rates.
- The continued but declining impact of COVID-19 on supply chains and consumption patterns.
- Market segmentations break down the market into sub markets.
- The regional and country breakdowns section gives an analysis of the market in each geography and the size of the market by geography and compares their historic and forecast growth. It covers the growth trajectory of COVID-19 for all regions, key developed countries and major emerging markets.
- The competitive landscape chapter gives a description of the competitive nature of the market, market shares, and a description of the leading companies. Key financial deals which have shaped the market in recent years are identified.
- The trends and strategies section analyses the shape of the market as it emerges from the crisis and suggests how companies can grow as the market recovers.
Scope
Markets Covered:1) By Product Type: Web-based; Cloud-based; On-premise; Other Products
2) By Solution: Demand-side Platforms (DSPs); Supply-side Platforms (SSPs); Ad Networks; Data Management Platforms (DMPs); Others Solutions
3) By Advertising Type: Programmatic Advertising; Search Advertising; Display Advertising; Mobile Advertising; Email Marketing; Native Advertising; Others Advertisings
4) By Application: Large Enterprises; Small and Medium-sized Enterprises (SMEs); Other Applications
5) By Industry Vertical: Media and Entertainment; BFSI(Banking, Financial Services and Insurance); Education; Retail and Consumer Goods; IT and Telecom; Healthcare; Others Industry Verticals
Companies Mentioned: Google LLC; Meta Platforms Inc.; Oracle Corporation; Criteo SA; Adobe Inc.
Countries: Australia; Brazil; China; France; Germany; India; Indonesia; Japan; Russia; South Korea; UK; USA; Canada; Italy; Spain
Regions: Asia-Pacific; Western Europe; Eastern Europe; North America; South America; Middle East; Africa
Time series: Five years historic and ten years forecast.
Data: Ratios of market size and growth to related markets, GDP proportions, expenditure per capita,
Data segmentations: country and regional historic and forecast data, market share of competitors, market segments.
Sourcing and Referencing: Data and analysis throughout the report is sourced using end notes.
Delivery format: PDF, Word and Excel Data Dashboard.
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Google LLC
- Meta Platforms Inc.
- Oracle Corporation
- Criteo SA
- Adobe Inc.
- Amazon.com Inc.
- The Trade Desk
- Alibaba Group Holding Limited.
- Salesforce Inc.
- Telaria Inc.
- Mobvista Co. Ltd.
- Magnet Digital.io
- Microsoft Incorporation
- WPP plc
- Omnicom Group Inc.
- The Interpublic Group of Companies Inc.
- MediaMath Inc.
- 4INFO Inc.
- Adtile Technologies Incorporated
- Afilias Inc.
- Xandr Inc.
- mBlox Inc.
- Media.net
- Metaverse Mod Squad Inc.
- Neustar Inc.
- Newsmax Media Inc.
- OpenMarket Inc.
- OpenX Technologies Inc.
- Paysafe Group Limited
- OrangeSoda Inc.
- Proxim.ai Inc.
- Quantcast Corporation
- Magnite Inc.
- Taboola Inc.
- StackAdapt Inc.
Methodology
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