Cloud Advertising Market by End-user, Deployment, and Geography - Forecast and Analysis 2023-2027

Published: Feb 2023 Pages: 172 SKU: IRTNTR71365

Cloud Advertising Market Report 2023-2027 

The cloud advertising market is estimated to grow by USD 296.12 billion at a CAGR of 19.85% between 2022 and 2027. The increasing adoption of cloud services, driven by the need for scalability, flexibility, and cost-effectiveness, is driving market growth by enabling businesses to access and analyze large amounts of data. The growing need for targeted marketing and consumer analytics, fueled by the desire for personalized customer experiences, is also boosting market expansion by driving demand for data-driven marketing solutions. Additionally, the growing internet penetration and digital advertising, driven by the increasing use of smartphones and online platforms, are driving market growth by creating new opportunities for advertisers to reach their target audiences. Overall, these factors are reshaping the marketing and advertising industry and driving the adoption of digital technologies.

What will be the size of the Market During the Forecast Period?

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Market Segment

This report extensively covers market segmentation by end-user (retail, media and entertainment, IT and telecom, BFSI, and others), deployment (private, public, and hybrid), and geography (North America, Europe, APAC, Middle East and Africa, and South America). It also includes an in-depth analysis of drivers, trends, and challenges. Furthermore, the report includes historic market data from 2017 to 2021.

Market Dynamics and Customer Landscape

The market is experiencing significant growth due to the increasing number of internet users and the popularity of online advertising campaigns on social media platforms. Technological advancements, including data science, AI, and machine learning, have enhanced advertising networks' capabilities. Businesses are leveraging e-commerce platforms and other digital platforms to reach their target audience more effectively. However, concerns regarding data security and compliance with cloud regulations remain key challenges. The adoption of cloud services is expected to continue rising, driven by the need for efficient use of data and better return on investment in advertising. Our researchers analyzed the data with 2022 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.

Key Market Driver

The growing internet penetration and digital advertising are notably driving the market growth. Technology is constantly evolving, requiring organizations to regularly update their plans and marketing methods to stay ahead. The introduction of the Internet brought about a significant transformation in marketing. Businesses are moving away from traditional advertising methods and towards digital marketing. The rapid advancement of technology calls for a more digitalized approach, which changes some aspects of the traditional marketing methods that have been in place for many years. This shift is evident in online advertising campaigns, which leverage social media platforms, technological improvements, data science, AI, machine learning, and advertising networks to enhance marketing strategies. 

Furthermore, traditional marketing focuses on selling products, while modern marketing focuses on identifying consumer needs and enhancing customer satisfaction through new methods such as social media marketing. This approach emphasizes engaging with the audience, understanding their needs, and providing them with maximum satisfaction, leveraging cloud advertising services, infrastructure, capabilities, advertisers, and target audience. The increasing number of smartphone users, along with higher internet penetration and increased consumption of digital media, has led to a significant rise in online users. This presents a new opportunity for dynamic advertising, which is expected to drive the growth of the global market in the forecast period.

Significant Market Trend

The growing impact of social media platforms is an emerging trend in the market. Business owners use marketing to expand their companies profitably and to spread their message in a big way. Combining traditional marketing with social media is the most successful marketing strategy. Business owners have realized that social media marketing (SMM) has a very good impact on a company's success and is a technique that costs very little money to complete but yields a reliable outcome.

It is one of the simplest, most affordable, and most efficient ways to increase visibility and improve a company's reputation. The growing use of social media is compelling various businesses to adopt different advanced advertising technologies, such as cloud advertising, to efficiently manage complexities related to advertising and increase their market reach. Thus, the growing impact of social media platforms is one of the growing trends that is expected to drive the growth of the global market during the forecast period.

Major  Market Challenge

Data security concerns are major challenges impeding the market. Various security risks and privacy concerns associated with the implementation of e-commerce hinder the adoption of cloud advertising. End-users need to spend more on effectively deploying cybersecurity processes and systems to make e-commerce safer and more secure. This increases the ownership and implementation costs of cloud advertising.

Cloud advertising handles the confidential data of customers, including contact details, future orders and contracts, shipping details, and details about other partner vendors. Hence, any security breach can be a significant risk in terms of financial losses and loss of customers and affect the brand's reputation. These potential cybersecurity risks make end-users sceptical and hesitant to deploy cloud advertising. Hence, data privacy and security concerns are expected to hinder the growth of the global market during the forecast period.

Key Market Customer Landscape

The report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their growth strategies.

Global Cloud Advertising Market Customer Landscape

Who are the Major Cloud Advertising Market Companies?

Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.

Demandbase Inc. - The company offers different types of solutions for marketing, sales, and others. The key offerings of the company include cloud advertising. 

The report also includes detailed analyses of the competitive landscape of the market and information about 15 market players, including:

  • Acquia Inc.
  • Adobe Inc.
  • Alphabet Inc.
  • CM Group
  • Experian Plc
  • Fair Isaac Corp.
  • HubSpot Inc.
  • Imagine Communications Corp.
  • InMobi Pte. Ltd.
  • International Business Machines Corp.
  • Kubient Inc.
  • Marin Software Inc.
  • MediaMath Inc.
  • Nielsen Holdings Plc
  • Oracle Corp.

Qualitative and quantitative analysis of vendors has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize vendors as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize vendors as dominant, leading, strong, tentative, and weak.

By End-User

The market share growth by the retail segment will be significant during the forecast period. With continued emphasis on exploiting internet technology, the retail segment is becoming more customer-centric. Owing to the expanding consumer spending power, retail is likely to be one of the fastest-growing categories.

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The retail segment was valued at USD 39.67 billion in 2017. The retail industry has progressed well beyond the things exhibited in store windows to the availability of goods on mobile devices via the internet. Before purchasing things, shoppers compare pricing, read product reviews, and visit competitor websites. To remain competitive in the market, merchants use a variety of marketing methods to bring people to the physical shop rather than the online e-commerce platform. This vertical's organizations deal with a huge quantity of client data to give tailored experiences to their customers. Cloud advertising enables businesses to develop persuasive content and increase client engagement, which, in turn, helps consumer goods producers enhance brand loyalty and encourage customers to buy their items. Hence, such factors are expected to drive the growth of the segment in the global market during the forecast period.

By Region

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North America is estimated to contribute 36% 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.

In comparison to other regions, North America has a significantly high number of social media users, smartphone users, and ad expenditure. It gives marketers a powerful avenue to reach out to potential customers. Consumer goods and retail, as well as media and entertainment, are projected to invest in cloud marketing technologies. The increased need for individualized information and experiences will boost the adoption of cloud advertising in North America even further.

An increase in the number of small and medium-sized businesses across the region, as well as the increased awareness of cloud-based advertising, is boosting the market. To increase their presence in the market, vendors are using a variety of organic and inorganic growth tactics, including new product releases and upgrades, partnerships and collaborations, and mergers and acquisitions. The region's increased expenditures in AI and machine learning technologies are also paving the way for the cloud advertising market to expand. Companies such as Amazon and Apple are using AI to undertake voice-based marketing via devices such as the Alexa and Siri platforms, respectively. All these factors will accelerate the growth of the regional market during the forecast period.

Segment Overview

The 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. 

  • End-user Outlook 
    • Retail
    • Media and entertainment
    • IT and telecom
    • BFSI
    • Others
  • Deployment Outlook 
    • Private
    • Public
    • Hybrid
  • Region Outlook 
    • North America
      • The U.S.
      • Canada
    • Europe
      • The U.K.
      • Germany
      • France
      • Rest of Europe
    • APAC
      • China
      • India
    • Middle East & Africa
      • Saudi Arabia
      • South Africa
      • Rest of the Middle East & Africa
    • South America
      • Chile
      • Brazil
      • Argentina

Market Analyst Overview

The market is thriving due to technological improvements and the adoption of cloud computing across various industries such as retail & consumer goods, manufacturing, and healthcare. Advertisers are leveraging artificial intelligence (AI) and machine learning (ML) for data-driven campaigns and customer acquisition. Cloud-based advertising solutions offer flexibility and scalability for digital transformation efforts. Big data is utilized for target audience analysis, enhancing customer experience. The market is segmented into public cloud and private cloud, each offering unique advantages for online advertising campaigns. Compliance with cloud regulations and collaboration with advertising networks are crucial for success in this dynamic industry.

The market is characterized by its agility and ability to adapt to industry dynamics and changing consumer behaviors. It leverages cloud technology to offer BPaaS (Business Process as a Service) for digital platforms and online presence optimization. Advertisers benefit from data science for efficient use of data in email marketing and programmatic advertising. IaaS (Infrastructure as a Service) and PaaS (Platform as a Service) solutions provide the necessary infrastructure and capabilities for large enterprises and businesses of varying organization size. SaaS (Software as a Service) models ensure return on investment and cater to stakeholder information needs. The market serves diverse sectors like IT & telecommunications, media & entertainment, retail and eCommerce, automotive, and travel and hospitality, adhering to regulatory bodies guidelines.

 Market Scope

Report Coverage

Details

Page number

172

Base year

2022

Historic period

2017-2021

Forecast period

2023-2027

Growth momentum & CAGR

Accelerate at a CAGR of 19.85%

Market growth 2023-2027

USD 296.12 billion

Market structure

Fragmented

YoY growth 2022-2023(%)

16.89

Regional analysis

North America, Europe, APAC, Middle East and Africa, and South America

Performing market contribution

North America at 36%

Key countries

US, China, India, UK, and Germany

Competitive landscape

 Leading Vendors, Market Positioning of Vendors, Competitive Strategies, and Industry Risks

Key companies profiled

Acquia Inc., Adobe Inc., Alphabet Inc., CM Group, Demandbase Inc., Experian Plc, Fair Isaac Corp., HubSpot Inc., Imagine Communications Corp., InMobi Pte. Ltd., International Business Machines Corp., Kubient Inc., Marin Software Inc., MediaMath Inc., Nielsen Holdings Plc, Oracle Corp., Pegasystems Inc., Salesforce.com Inc., SAP SE, and Sitecore Holding II AS

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

If our report has not included the data you are looking for, you can reach out to our analysts and get customized segments.

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What are the Key Data Covered in this Market Research Report?

  • CAGR of the market during the forecast period
  • Detailed information on factors that will drive the market growth and forecasting of the market between 2023 and 2027
  • Precise estimation of the size of the market size and its contribution to the parent market
  • Accurate predictions about upcoming market trends and analysis and changes in consumer behavior
  • Growth of the market industry across Europe, North America, APAC, South America, and Middle East and Africa
  • Thorough market growth analysis of the market’s competitive landscape and detailed information about vendors
  • Comprehensive market analysis and report on the factors that will challenge the market research and growth of market companies

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1 Executive Summary

  • 1.1 Market overview
    • Exhibit 01: Executive Summary – Chart on Market Overview
    • Exhibit 02: Executive Summary – Data Table on Market Overview
    • Exhibit 03: Executive Summary – Chart on Global Market Characteristics
    • Exhibit 04: Executive Summary – Chart on Market by Geography
    • Exhibit 05: Executive Summary – Chart on Market Segmentation by End-user
    • Exhibit 06: Executive Summary – Chart on Market Segmentation by Deployment
    • Exhibit 07: Executive Summary – Chart on Incremental Growth
    • Exhibit 08: Executive Summary – Data Table on Incremental Growth
    • Exhibit 09: Executive Summary – Chart on Vendor Market Positioning

2 Market Landscape

  • 2.1 Market ecosystem
    • Exhibit 10: Parent market
    • Exhibit 11: Market Characteristics

3 Market Sizing

  • 3.1 Market definition
    • Exhibit 12: Offerings of vendors included in the market definition
  • 3.2 Market segment analysis
    • Exhibit 13: Market segments
  • 3.3 Market size 2022
    • 3.4 Market outlook: Forecast for 2022-2027
      • Exhibit 14: Chart on Global - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 15: Data Table on Global - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 16: Chart on Global Market: Year-over-year growth 2022-2027 (%)
      • Exhibit 17: Data Table on Global Market: Year-over-year growth 2022-2027 (%)

    4 Historic Market Size

    • 4.1 Global cloud advertising market 2017 - 2021
      • Exhibit 18: Historic Market Size – Data Table on Global cloud advertising market 2017 - 2021 ($ billion)
    • 4.2 End user Segment Analysis 2017 - 2021
      • Exhibit 19: Historic Market Size – End user Segment 2017 - 2021 ($ billion)
    • 4.3 Deployment Segment Analysis 2017 - 2021
      • Exhibit 20: Historic Market Size – Deployment Segment 2017 - 2021 ($ billion)
    • 4.4 Geography Segment Analysis 2017 - 2021
      • Exhibit 21: Historic Market Size – Geography Segment 2017 - 2021 ($ billion)
    • 4.5 Country Segment Analysis 2017 - 2021
      • Exhibit 22: Historic Market Size – Country Segment 2017 - 2021 ($ billion)

    5 Five Forces Analysis

    • 5.1 Five forces summary
      • Exhibit 23: Five forces analysis - Comparison between 2022 and 2027
    • 5.2 Bargaining power of buyers
      • Exhibit 24: Chart on Bargaining power of buyers – Impact of key factors 2022 and 2027
    • 5.3 Bargaining power of suppliers
      • Exhibit 25: Bargaining power of suppliers – Impact of key factors in 2022 and 2027
    • 5.4 Threat of new entrants
      • Exhibit 26: Threat of new entrants – Impact of key factors in 2022 and 2027
    • 5.5 Threat of substitutes
      • Exhibit 27: Threat of substitutes – Impact of key factors in 2022 and 2027
    • 5.6 Threat of rivalry
      • Exhibit 28: Threat of rivalry – Impact of key factors in 2022 and 2027
    • 5.7 Market condition
      • Exhibit 29: Chart on Market condition - Five forces 2022 and 2027

    6 Market Segmentation by End-user

    • 6.1 Market segments
      • Exhibit 30: Chart on End-user - Market share 2022-2027 (%)
      • Exhibit 31: Data Table on End-user - Market share 2022-2027 (%)
    • 6.2 Comparison by End-user
      • Exhibit 32: Chart on Comparison by End-user
      • Exhibit 33: Data Table on Comparison by End-user
    • 6.3 Retail - Market size and forecast 2022-2027
      • Exhibit 34: Chart on Retail - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 35: Data Table on Retail - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 36: Chart on Retail - Year-over-year growth 2022-2027 (%)
      • Exhibit 37: Data Table on Retail - Year-over-year growth 2022-2027 (%)
    • 6.4 Media and entertainment - Market size and forecast 2022-2027
      • Exhibit 38: Chart on Media and entertainment - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 39: Data Table on Media and entertainment - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 40: Chart on Media and entertainment - Year-over-year growth 2022-2027 (%)
      • Exhibit 41: Data Table on Media and entertainment - Year-over-year growth 2022-2027 (%)
    • 6.5 IT and telecom - Market size and forecast 2022-2027
      • Exhibit 42: Chart on IT and telecom - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 43: Data Table on IT and telecom - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 44: Chart on IT and telecom - Year-over-year growth 2022-2027 (%)
      • Exhibit 45: Data Table on IT and telecom - Year-over-year growth 2022-2027 (%)
    • 6.6 BFSI - Market size and forecast 2022-2027
      • Exhibit 46: Chart on BFSI - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 47: Data Table on BFSI - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 48: Chart on BFSI - Year-over-year growth 2022-2027 (%)
      • Exhibit 49: Data Table on BFSI - Year-over-year growth 2022-2027 (%)
    • 6.7 Others - Market size and forecast 2022-2027
      • Exhibit 50: Chart on Others - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 51: Data Table on Others - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 52: Chart on Others - Year-over-year growth 2022-2027 (%)
      • Exhibit 53: Data Table on Others - Year-over-year growth 2022-2027 (%)
    • 6.8 Market opportunity by End-user
      • Exhibit 54: Market opportunity by End-user ($ billion)

    7 Market Segmentation by Deployment

    • 7.1 Market segments
      • Exhibit 55: Chart on Deployment - Market share 2022-2027 (%)
      • Exhibit 56: Data Table on Deployment - Market share 2022-2027 (%)
    • 7.2 Comparison by Deployment
      • Exhibit 57: Chart on Comparison by Deployment
      • Exhibit 58: Data Table on Comparison by Deployment
    • 7.3 Private - Market size and forecast 2022-2027
      • Exhibit 59: Chart on Private - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 60: Data Table on Private - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 61: Chart on Private - Year-over-year growth 2022-2027 (%)
      • Exhibit 62: Data Table on Private - Year-over-year growth 2022-2027 (%)
    • 7.4 Public - Market size and forecast 2022-2027
      • Exhibit 63: Chart on Public - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 64: Data Table on Public - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 65: Chart on Public - Year-over-year growth 2022-2027 (%)
      • Exhibit 66: Data Table on Public - Year-over-year growth 2022-2027 (%)
    • 7.5 Hybrid - Market size and forecast 2022-2027
      • Exhibit 67: Chart on Hybrid - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 68: Data Table on Hybrid - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 69: Chart on Hybrid - Year-over-year growth 2022-2027 (%)
      • Exhibit 70: Data Table on Hybrid - Year-over-year growth 2022-2027 (%)
    • 7.6 Market opportunity by Deployment
      • Exhibit 71: Market opportunity by Deployment ($ billion)

    8 Customer Landscape

    • 8.1 Customer landscape overview
      • Exhibit 72: Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria

    9 Geographic Landscape

    • 9.1 Geographic segmentation
      • Exhibit 73: Chart on Market share by geography 2022-2027 (%)
      • Exhibit 74: Data Table on Market share by geography 2022-2027 (%)
    • 9.2 Geographic comparison
      • Exhibit 75: Chart on Geographic comparison
      • Exhibit 76: Data Table on Geographic comparison
    • 9.3 North America - Market size and forecast 2022-2027
      • Exhibit 77: Chart on North America - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 78: Data Table on North America - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 79: Chart on North America - Year-over-year growth 2022-2027 (%)
      • Exhibit 80: Data Table on North America - Year-over-year growth 2022-2027 (%)
    • 9.4 Europe - Market size and forecast 2022-2027
      • Exhibit 81: Chart on Europe - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 82: Data Table on Europe - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 83: Chart on Europe - Year-over-year growth 2022-2027 (%)
      • Exhibit 84: Data Table on Europe - Year-over-year growth 2022-2027 (%)
    • 9.5 APAC - Market size and forecast 2022-2027
      • Exhibit 85: Chart on APAC - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 86: Data Table on APAC - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 87: Chart on APAC - Year-over-year growth 2022-2027 (%)
      • Exhibit 88: Data Table on APAC - Year-over-year growth 2022-2027 (%)
    • 9.6 Middle East and Africa - Market size and forecast 2022-2027
      • Exhibit 89: Chart on Middle East and Africa - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 90: Data Table on Middle East and Africa - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 91: Chart on Middle East and Africa - Year-over-year growth 2022-2027 (%)
      • Exhibit 92: Data Table on Middle East and Africa - Year-over-year growth 2022-2027 (%)
    • 9.7 South America - Market size and forecast 2022-2027
      • Exhibit 93: Chart on South America - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 94: Data Table on South America - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 95: Chart on South America - Year-over-year growth 2022-2027 (%)
      • Exhibit 96: Data Table on South America - Year-over-year growth 2022-2027 (%)
    • 9.8 US - Market size and forecast 2022-2027
      • Exhibit 97: Chart on US - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 98: Data Table on US - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 99: Chart on US - Year-over-year growth 2022-2027 (%)
      • Exhibit 100: Data Table on US - Year-over-year growth 2022-2027 (%)
    • 9.9 China - Market size and forecast 2022-2027
      • Exhibit 101: Chart on China - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 102: Data Table on China - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 103: Chart on China - Year-over-year growth 2022-2027 (%)
      • Exhibit 104: Data Table on China - Year-over-year growth 2022-2027 (%)
    • 9.10 UK - Market size and forecast 2022-2027
      • Exhibit 105: Chart on UK - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 106: Data Table on UK - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 107: Chart on UK - Year-over-year growth 2022-2027 (%)
      • Exhibit 108: Data Table on UK - Year-over-year growth 2022-2027 (%)
    • 9.11 Germany - Market size and forecast 2022-2027
      • Exhibit 109: Chart on Germany - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 110: Data Table on Germany - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 111: Chart on Germany - Year-over-year growth 2022-2027 (%)
      • Exhibit 112: Data Table on Germany - Year-over-year growth 2022-2027 (%)
    • 9.12 India - Market size and forecast 2022-2027
      • Exhibit 113: Chart on India - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 114: Data Table on India - Market size and forecast 2022-2027 ($ billion)
      • Exhibit 115: Chart on India - Year-over-year growth 2022-2027 (%)
      • Exhibit 116: Data Table on India - Year-over-year growth 2022-2027 (%)
    • 9.13 Market opportunity by geography
      • Exhibit 117: Market opportunity by geography ($ billion)

    10 Drivers, Challenges, and Trends

    • 10.1 Market drivers
      • 10.2 Market challenges
        • 10.3 Impact of drivers and challenges
          • Exhibit 118: Impact of drivers and challenges in 2022 and 2027
        • 10.4 Market trends

          11 Vendor Landscape

          • 11.1 Overview
            • 11.2 Vendor landscape
              • Exhibit 119: Overview on Criticality of inputs and Factors of differentiation
            • 11.3 Landscape disruption
              • Exhibit 120: Overview on factors of disruption
            • 11.4 Industry risks
              • Exhibit 121: Impact of key risks on business

            12 Vendor Analysis

            • 12.1 Vendors covered
              • Exhibit 122: Vendors covered
            • 12.2 Market positioning of vendors
              • Exhibit 123: Matrix on vendor position and classification
            • 12.3 Acquia Inc.
              • Exhibit 124: Acquia Inc. - Overview
              • Exhibit 125: Acquia Inc. - Product / Service
              • Exhibit 126: Acquia Inc. - Key news
              • Exhibit 127: Acquia Inc. - Key offerings
            • 12.4 Adobe Inc.
              • Exhibit 128: Adobe Inc. - Overview
              • Exhibit 129: Adobe Inc. - Business segments
              • Exhibit 130: Adobe Inc. - Key offerings
              • Exhibit 131: Adobe Inc. - Segment focus
            • 12.5 Alphabet Inc.
              • Exhibit 132: Alphabet Inc. - Overview
              • Exhibit 133: Alphabet Inc. - Business segments
              • Exhibit 134: Alphabet Inc. - Key news
              • Exhibit 135: Alphabet Inc. - Key offerings
              • Exhibit 136: Alphabet Inc. - Segment focus
            • 12.6 Demandbase Inc.
              • Exhibit 137: Demandbase Inc. - Overview
              • Exhibit 138: Demandbase Inc. - Product / Service
              • Exhibit 139: Demandbase Inc. - Key news
              • Exhibit 140: Demandbase Inc. - Key offerings
            • 12.7 Experian Plc
              • Exhibit 141: Experian Plc - Overview
              • Exhibit 142: Experian Plc - Business segments
              • Exhibit 143: Experian Plc - Key news
              • Exhibit 144: Experian Plc - Key offerings
              • Exhibit 145: Experian Plc - Segment focus
            • 12.8 Fair Isaac Corp.
              • Exhibit 146: Fair Isaac Corp. - Overview
              • Exhibit 147: Fair Isaac Corp. - Business segments
              • Exhibit 148: Fair Isaac Corp. - Key news
              • Exhibit 149: Fair Isaac Corp. - Key offerings
              • Exhibit 150: Fair Isaac Corp. - Segment focus
            • 12.9 HubSpot Inc.
              • Exhibit 151: HubSpot Inc. - Overview
              • Exhibit 152: HubSpot Inc. - Product / Service
              • Exhibit 153: HubSpot Inc. - Key offerings
            • 12.10 Imagine Communications Corp.
              • Exhibit 154: Imagine Communications Corp. - Overview
              • Exhibit 155: Imagine Communications Corp. - Product / Service
              • Exhibit 156: Imagine Communications Corp. - Key offerings
            • 12.11 International Business Machines Corp.
              • Exhibit 157: International Business Machines Corp. - Overview
              • Exhibit 158: International Business Machines Corp. - Business segments
              • Exhibit 159: International Business Machines Corp. - Key offerings
              • Exhibit 160: International Business Machines Corp. - Segment focus
            • 12.12 Kubient Inc.
              • Exhibit 161: Kubient Inc. - Overview
              • Exhibit 162: Kubient Inc. - Product / Service
              • Exhibit 163: Kubient Inc. - Key offerings
            • 12.13 Marin Software Inc.
              • Exhibit 164: Marin Software Inc. - Overview
              • Exhibit 165: Marin Software Inc. - Product / Service
              • Exhibit 166: Marin Software Inc. - Key offerings
            • 12.14 Oracle Corp.
              • Exhibit 167: Oracle Corp. - Overview
              • Exhibit 168: Oracle Corp. - Business segments
              • Exhibit 169: Oracle Corp. - Key news
              • Exhibit 170: Oracle Corp. - Key offerings
              • Exhibit 171: Oracle Corp. - Segment focus
            • 12.15 Pegasystems Inc.
              • Exhibit 172: Pegasystems Inc. - Overview
              • Exhibit 173: Pegasystems Inc. - Product / Service
              • Exhibit 174: Pegasystems Inc. - Key news
              • Exhibit 175: Pegasystems Inc. - Key offerings
            • 12.16 Salesforce.com Inc.
              • Exhibit 176: Salesforce.com Inc. - Overview
              • Exhibit 177: Salesforce.com Inc. - Product / Service
              • Exhibit 178: Salesforce.com Inc. - Key news
              • Exhibit 179: Salesforce.com Inc. - Key offerings
            • 12.17 SAP SE
              • Exhibit 180: SAP SE - Overview
              • Exhibit 181: SAP SE - Business segments
              • Exhibit 182: SAP SE - Key news
              • Exhibit 183: SAP SE - Key offerings
              • Exhibit 184: SAP SE - Segment focus

            13 Appendix

            • 13.1 Scope of the report
              • 13.2 Inclusions and exclusions checklist
                • Exhibit 185: Inclusions checklist
                • Exhibit 186: Exclusions checklist
              • 13.3 Currency conversion rates for US$
                • Exhibit 187: Currency conversion rates for US$
              • 13.4 Research methodology
                • Exhibit 188: Research methodology
                • Exhibit 189: Validation techniques employed for market sizing
                • Exhibit 190: Information sources
              • 13.5 List of abbreviations
                • Exhibit 191: List of abbreviations

              Research Framework

              Technavio presents a detailed picture of the market by way of study, synthesis, and summation of data from multiple sources. The analysts have presented the various facets of the market with a particular focus on identifying the key industry influencers. The data thus presented is comprehensive, reliable, and the result of extensive research, both primary and secondary.

              INFORMATION SOURCES

              Primary sources

              • Manufacturers and suppliers
              • Channel partners
              • Industry experts
              • Strategic decision makers

              Secondary sources

              • Industry journals and periodicals
              • Government data
              • Financial reports of key industry players
              • Historical data
              • Press releases

              DATA ANALYSIS

              Data Synthesis

              • Collation of data
              • Estimation of key figures
              • Analysis of derived insights

              Data Validation

              • Triangulation with data models
              • Reference against proprietary databases
              • Corroboration with industry experts

              REPORT WRITING

              Qualitative

              • Market drivers
              • Market challenges
              • Market trends
              • Five forces analysis

              Quantitative

              • Market size and forecast
              • Market segmentation
              • Geographical insights
              • Competitive landscape

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              Key Questions Answered

              • What are the key global market and the regional market share?
              • What are the revenue-generating key market segments?
              • What are the key factors driving and challenging this market’s growth?
              • Who are the key market vendors and their growth strategies?
              • What are the latest trends influencing the growth of this market?
              • What are the variables influencing the market growth in the primary regions?
              • What are the factors influencing the growth of the parent market?

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