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The adtech market size is estimated to increase by USD 767.83 billion and grow at a CAGR of 13.36% between 2022 and 2027. The growth of the market depends on several factors, including increasing internet and smartphone penetration, improved user experience, and emerging trends in social media. Adtech is a set of technologies or platforms that are used by publishers or business organizations for managing advertising across channels, including search, display, video, mobile and social, with capabilities for digital advertising targeting, design, bid management, analytics, optimization, and automation. The platform helps business organizations or agencies/publishers buy Ad space.
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This market report extensively covers market segmentation by solution (demand-side platforms (DSPs), supply-side platforms (SSPs), ad networks, data management platforms (DMPs), and others), platform (mobile ad, desktop ad, and digital TV), and geography (North America, APAC, Europe, South America, and Middle East and Africa). It also includes an in-depth analysis of drivers, trends, and challenges. Furthermore, the report includes historic market data from 2017 to 2021.
The market share growth by the demand-side platforms (DSPs) segment will be significant during the forecast period. The market, driven by advertising technology, is witnessing significant growth due to the adoption of automation tools like Ad exchanges and DSPs. CTV, hyper personalization, geotargeting, and augmented/virtual reality are key trends shaping the industry. Integrated consumer journeys, vernacularization, and programmatic advertising are also major factors. Algorithms, native advertising, and sponsored content are essential components, with privacy-compliant and transparent advertisement practices becoming increasingly important. The digital advertising ecosystem includes ad tech marketing agencies, data analytics, machine learning, and personalized ad experiences.
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The demand-side platforms segment was valued at USD 183.89 billion in 2017 and continued to grow until 2021. Real-time bidding, strategic alliances, and collaboration activities are shaping the competitive landscape. Tech businesses, data providers, and service substitutes are key players in this digital advertising channel, which includes television, radio, print, outdoor, and search advertising, as well as mobile advertising. Privacy concerns and ad fraud are challenges, but transparency and privacy compliant practices are mitigating these issues. Therefore, such factors are expected to drive the growth of this segment, which, in turn, will drive the growth of the global market during the forecast period.
Based on the platform, the segment is divided into mobile ads, desktop ads, and digital TV. The market refers to web-based platforms that facilitate media and entertainment companies' digital advertising efforts. Mobile devices, including Google Maps and Calendar on Android, have become essential tools for this industry's growth. AD Tech Software leverages data-driven advertising through new technologies like Augmented Reality (AR) and Artificial Intelligence (AI) for Video Advertising. New technologies, such as programmatic advertising and real-time bidding (RTB), enable complex, ad viewable, and high-quality ad placements on various ad networks. However, challenges like ad blocking and maintaining ad quality add complexity to the market. Thus, such factors are expected to drive the growth of this segment, which, in turn, will drive the growth of the global market during the forecast period.
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North America is estimated to contribute 33% to the growth of the global market during the forecast period. Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period. The market in North America is experiencing significant growth due to the widespread use of smartphones and advanced broadband infrastructure. Media and entertainment consumption on web-based platforms, such as Google Maps, Calendar, Android, and AD Tech Software, is driving this trend. Data-driven advertising is a major focus, with new technologies like Augmented Reality (AR) and Artificial Intelligence (AI) becoming increasingly important. Video advertising is also gaining traction, but ad blocking poses a challenge. The complexity of the market, including issues of ad viewability, ad quality, and ad networks, necessitates ongoing innovation. New technologies like AR and AI are expected to enhance the user experience and improve the effectiveness of digital advertising. Hence, such factors are expected to drive the growth of the global market in the region during the forecast period.
The Adtech market is experiencing significant advancements with the integration of various technologies. Key components include Ad exchanges, Connected TV (CTV), Hyper personalization, Geotargeting, and Augmented Reality (AR). Programmatic advertising, driven by Algorithms, is a major trend, enabling Data-driven Advertising and Integrated consumer journeys. New Technologies like Virtual Reality (VR) and Video Advertising are also gaining traction. Ad Blocking poses a challenge, necessitating Transparent advertisement practices and Privacy compliant solutions. Native advertising and Sponsored content are popular formats, enhancing user experience. Complexity arises from the involvement of the Software and the need for Augmented Reality (AR) and Artificial Intelligence (AI) to deliver Hyper personalized content. The market's growth is fueled by the adoption of these advanced technologies, creating immersive and harmonious consumer experiences. Ad Viewability remains a crucial metric, ensuring effective engagement and return on investment. Overall, the Adtech landscape continues to evolve, offering exciting opportunities for businesses and consumers alike.
One of the key factors driving the market growth is the increasing internet and smartphone penetration. The market, driven by advertising technology, experiences significant growth due to increased internet and smartphone penetration. Ad exchanges, including those for Connected TV (CTV), offer hyper personalization through geotargeting, augmented reality, and virtual reality. Integrated consumer journeys, vernacularization, and programmatic advertising utilize algorithms, machine learning, and data analytics.
Native advertising, sponsored content, and privacy-compliant, transparent advertisement practices are essential. Ad fraud, transparency, and privacy concerns are addressed within the digital advertisement ecosystem. AdTech marketing agencies, tech businesses, data providers, and ad agencies collaborate, forming strategic alliances. Digital advertising channels, including television, radio, print, outdoor, search, and mobile, evolve with technology. Hence, this increasing adoption of the internet and smartphones is expected to significantly drive the market growth during the forecast period.
A key factor shaping the market growth is the integration of AI and machine learning (ML). The market, driven by advanced advertising technology, is witnessing significant growth. Ad exchanges utilize AI and ML to enhance search results, propose fitting listings, and automate processes like fraud detection and ad placement. These technologies enable personalized services, improved user experience, and optimized advertising revenue. Hyper personalization through user behavior analysis, geotargeting, and augmented/virtual reality are key trends. Integrated consumer journeys, vernacularization, programmatic advertising, and real-time bidding are essential components. Strategic alliances and collaboration activities among ad agencies, tech businesses, data providers, and service substitutes shape the digital advertising channel.
Transparency and privacy compliant practices are crucial in the digital advertisement ecosystem. ML algorithms optimize ad targeting and pricing based on user engagement and conversion rates. Native advertising, sponsored content, and privacy concerns are significant considerations. The AdTech marketing agencies leverage data analytics to provide customized solutions. The market encompasses various digital advertising channels, including CTV, mobile, search, and traditional media like television, radio, print, and outdoor advertising. Hence, such applications of AI and ML are expected to drive the growth of the market during the forecast period.
The growing adoption of ad-blocker solutions is one of the key challenges hindering market growth. The market, which encompasses advertising technology, is experiencing challenges due to the widespread use of ad-blockers. Ad exchanges, a key component of the digital advertising ecosystem, are under pressure as users opt for ad-blocking solutions on desktop and mobile devices. Advertisers and publishers are responding with strategies such as hyper personalization, geotargeting, and the integration of consumer journeys across various platforms, including Connected TV (CTV), augmented reality, and virtual reality. However, privacy concerns and ad fraud continue to pose challenges. Transparent advertisement practices and privacy-compliant solutions are becoming increasingly important.
AdTech marketing agencies, tech businesses, data providers, and ad agencies are collaborating to provide personalized ad experiences through real-time bidding and strategic alliances. The digital advertising channel is evolving, with programmatic advertising, algorithms, native advertising, and sponsored content playing significant roles. Traditional advertising channels, such as television, radio, print, outdoor, and search advertising, are also being impacted. Machine learning and data analytics are essential tools in this evolving landscape. Thus, such factors are expected to hinder the growth of the adtech market during the forecast period.
The market report forecasts market growth by revenue at global, regional & country levels and provides an analysis of the latest trends and growth opportunities from 2017 to 2027.
Adtech marketing refers to the use of technology to deliver and measure digital advertising. This market is thriving as businesses increasingly shift their advertising budgets towards digital channels. Technology plays a crucial role in adtech marketing, enabling targeted and personalized advertising, real-time bidding, and data analysis. Advertisers use various adtech solutions to reach their audiences effectively. These solutions include programmatic advertising, ad exchanges, ad networks, and demand-side platforms. Adtech marketing also involves the use of technologies like artificial intelligence and machine learning to analyze consumer behavior and deliver relevant ads.
Adtech marketing companies provide services such as ad serving, ad targeting, and ad measurement. They help advertisers reach their target audiences more effectively and measure the performance of their campaigns. Adtech marketing is a dynamic and evolving industry, with new technologies and trends emerging regularly. Advertisers invest heavily in adtech marketing to reach consumers across various digital platforms. The market for adtech marketing is expected to grow significantly in the coming years, driven by the increasing use of digital media for advertising and the availability of advanced technologies to deliver targeted and personalized ads.
Adtech Market Scope |
|
Report Coverage |
Details |
Page number |
158 |
Base year |
2022 |
Historic period |
2017-2021 |
Forecast period |
2023-2027 |
Growth momentum & CAGR |
Accelerate at a CAGR of 13.36% |
Market growth 2023-2027 |
USD 767.83 billion |
Market structure |
Fragmented |
YoY growth 2022-2023(%) |
11.63 |
Regional analysis |
North America, APAC, Europe, South America, and Middle East and Africa |
Performing market contribution |
North America at 33% |
Key countries |
US, Canada, China, Japan, and Germany |
Competitive landscape |
Leading Vendors, Market Positioning of Vendors, Competitive Strategies, and Industry Risks |
Key companies profiled |
33Across Inc., AcuityAds Holdings Inc., Adobe Inc., AdTheorent Holding Co. Inc., Adverty AB, Alphabet Inc., Comcast Corp., Criteo SA, Digital Turbine Inc., GUMGUM Inc., InMobi Pte. Ltd., Innovid Corp., Integral Ad Science Holding Corp., Magnite Inc., MOLOCO Inc., Ogury Ltd., Permutive Inc., StackAdapt Inc., VideoAmp, and DoubleVerify Holdings Inc. |
Market dynamics |
Parent market analysis, Market forecasting, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, and Market condition analysis for the forecast period. |
Customization purview |
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1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Solution
7 Market Segmentation by Platform
8 Customer Landscape
9 Geographic Landscape
10 Drivers, Challenges, and Trends
11 Vendor Landscape
12 Vendor Analysis
13 Appendix
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