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Online Classified Ad Platform Market by Business Segment and Geography - Forecast and Analysis 2022-2026

  • Published: May 2022
  • Pages: 137
  • SKU: IRTNTR72633
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The online classified ad platform market share is projected to increase to USD 16.1 billion by 2026, at a CAGR of 10.36%.

The online classified ad platform market report offers information on several market vendors, including Craigslist Inc., Cracker classified, eBay Inc., Free classified, Geebo Inc., Hagen Software Inc., Hoobly classifieds, Kugli.com, Locanto, Oodle Holdings LLC, Prosus NV, Publishing Properties Ltd., Quikr India Pvt. Ltd., recycler.com, SaleSpider Media Inc., Softfornet Solutions Ltd., TROVIT SEARCH S.L.U, USNetAds LLC, and Wantedwants.com among others.

This market research report extensively covers online classified ad platform market segmentations by the following:

  • Business segment - Horizontal and vertical
  • Geography - North America, APAC, Europe, Middle East and Africa, and South America

One of the key highlights of this report is the post COVID-19 impact analysis on the market, which will help companies evaluate their business approaches for the future.

What will the Online Classified Ad Platform Market Size be During the Forecast Period?

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Online Classified Ad Platform Market: Key Drivers, Trends, and Challenges

The growth in mobile classified advertising is notably driving the online classified ad platform market growth, although factors such as the short life span of online classified ads may impede the market growth. Our research analysts have studied the historical data and deduced the key market drivers and the COVID-19 pandemic impact on the online classified ad platform industry. The holistic analysis of the drivers will help in deducing end goals and refining marketing strategies to gain a competitive edge.

Key Online Classified Ad Platform Market Driver

  • One of the key drivers supporting the online classified ad platform market growth is the growth in mobile classified advertising.
  • Digital media advertising on mobile devices offers a better return on investment (ROI) compared with desktop computers.
  • Digital ads are more effective when the user is connected with several social media platforms. A large number of classified ad platforms use social media platforms to publicize their websites, as it helps them to gain maximum attention in a short span of time. 
  • The increasing penetration of smartphones worldwide has driven the increase of mobile classified advertising.
  • Mobile internet advertising can host a variety of advertisements such as mobile videos and in-app advertisements via different platforms, which increase their outreach. Thus, the increasing number of smartphone and tablet users worldwide will drive the online classified ad platform market growth during the forecast period.

Key Online Classified Ad Platform Market Trend

  • One of the key online classified advertising platform market trends fueling market growth is the growing popularity of real-time bidding (RTB).
  • RTB allows advertisers to bid for online inventory on online classified ad platforms that best fit their buyer profile.
  • RTB is the leading type of programmatic advertising, which has an auction environment provided by advertising exchanges or marketplaces. These marketplaces are useful for predicting audience response to calculate the floor price for advertising in a specific inventory.
  • Supporting platforms such as supply-side platforms (SSPs), demand-side platforms (DSPs), and ad exchanges are involved in the RTB process.
  • For instance, Smaato, Inc., offers Smaato's RTB Ad Exchange, which can connect more than 90,000 mobile apps with 260 mobile DSPs and 190 ad networks. The entire bidding process through this platform takes place in 200 milliseconds. This factor will drive the online classified advertising platform market growth during the forecast period.

Key Online Classified Ad Platform Market Challenge

  • One of the challenges limiting the online classified ad platform market growth is the short life span of online classified ads.
  • Many advertisers post their ads on normal ad platforms because they are free of cost. Numerous new ads get posted on this platform within an average time duration of half an hour.
  • Due to the number of new ads posted increases, the existing ads start losing their visibility, and their position in the listing continues to drop until they do not generate any traffic. 
  • Unlike traditional forms of advertising such as billboards and TV commercials, the life span of online classified ads is not based on on-air time.
  • Online classified ads are often buried among other free ads which are unrelated to the advertiser's business and can reduce the ad's visibility. Thus, it is less likely for advertisers to derive any substantial benefits from posting ads on normal ad platforms. This, in turn, will limit the online classified ad platform market growth during the forecast period.

This online classified ad platform market analysis report also provides detailed information on other upcoming trends and challenges that will have a far-reaching effect on the market growth. The actionable insights on the trends and challenges will help companies evaluate and develop growth strategies for 2022-2026.

Parent Market Analysis

Technavio categorizes the global online classified ad platform market as a part of the global advertising market. Our research report has extensively covered external factors influencing the parent market growth potential in the coming years, which will determine the levels of growth of the online classified ad platform market during the forecast period.

Who are the Major Online Classified Ad Platform Market Vendors?

The report analyzes the market’s competitive landscape and offers information on several market vendors, including:

 

  • Craigslist Inc.
  • Cracker classified
  • eBay Inc.
  • Free classified
  • Geebo Inc.
  • Hagen Software Inc.
  • Hoobly classifieds
  • Kugli.com
  • Locanto
  • Oodle Holdings LLC
  • Prosus NV
  • Publishing Properties Ltd.
  • Quikr India Pvt. Ltd.
  • recycler.com
  • SaleSpider Media Inc.
  • Softfornet Solutions Ltd.
  • TROVIT SEARCH S.L.U
  • USNetAds LLC
  • Wantedwants.com

 

This statistical study of the online classified ad platform market encompasses successful business strategies deployed by the key vendors. The online classified ad platform market is fragmented and the vendors are deploying growth strategies such as investing heavily in providing value-added services to their users and advertisers to compete in the market.

Product Insights and News

  • Craigslist Inc. - The company is involved in offering online classified ads for the segment rayon chikankari kurti which has been aimed to showcase fashion trends in clothes for women across the globe. 
  • Cracker classified - The company is involved in offering massey 1035 tractor equipped with the latest technology in online advertisement add so that the manufacturer or the owner can find online buyer or to any specific company for buying and selling purpose. 
  • eBay Inc. - The company is involved in offering online classified ads on selected categories of consumer goods through which the seller can state the price and accordingly the buyer contacts to seller to finalize the transaction. 

To make the most of the opportunities and recover from post COVID-19 impact, market vendors should focus more on the growth prospects in the fast-growing segments, while maintaining their positions in the slow-growing segments.

The online classified ad platform market forecast report offers in-depth insights into key vendor profiles. The profiles include information on the production, sustainability, and prospects of the leading companies.

Online Classified Ad Platform Market Value Chain Analysis

Our report provides extensive information on the value chain analysis for the online classified ad platform market, which vendors can leverage to gain a competitive advantage during the forecast period. The end-to-end understanding of the value chain is essential in profit margin optimization and evaluation of business strategies. The data available in our value chain analysis segment can help vendors drive costs and enhance customer services during the forecast period.

Which are the Key Regions for Online Classified Ad Platform Market?

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34% of the market’s growth will originate from APAC during the forecast period. China and Japan are the key markets for the online classified ad platform market in APAC. Market growth in this region will be faster than the growth of the market in other regions.

The fast-growing online advertisement market will facilitate the online classified ad platform market growth in APAC over the forecast period. This market research report entails detailed information on the competitive intelligence, marketing gaps, and regional opportunities in store for vendors, which will assist in creating efficient business plans.

COVID Impact and Recovery Analysis

In 2020, the COVID-19 pandemic had a positive impact on the regional online classified ad platform market. In developing economies such as India and China. Furthermore, in India, consumers refrained from purchasing brand new products and preferred surfing used products selling websites including Quikr and Olx. Thus, these factors will drive the growth of the online classified advertising platform market during the forecast period.

What are the Revenue-generating Business Segment Segments in the Online Classified Ad Platform Market?

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The online classified ad platform market share growth by the horizontal segment will be significant during the forecast period. As the horizontal model focuses on a wide range and categories of products and services, it does not completely cover all the varieties of products under a single category. The horizontal model is highly popular among users, as it allows users to post as many ads as possible for free. This model covers most of the categories of products and services that include electronics, automobiles, and others. Thus, these factors of the horizontal model will drive the online classified ad platform market growth during the forecast period.

This report provides an accurate prediction of the contribution of all the segments to the growth of the online classified ad platform market size and actionable market insights on post COVID-19 impact on each segment.

 

Online Classified Ad Platform Market Scope

Report Coverage

Details

Page number

120

Base year

2021

Forecast period

2022-2026

Growth momentum & CAGR

Decelerate at a CAGR of 10.36%

Market growth 2022-2026

$ 16.1 billion

Market structure

Fragmented

YoY growth (%)

10.96

Regional analysis

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

Performing market contribution

APAC at 34%

Key consumer countries

US, China, Japan, UK, Germany, US, China, Japan, UK, Germany, US, China, Japan, UK, and Germany

Competitive landscape

Leading companies, Competitive strategies, Consumer engagement scope

Key companies profiled

Craigslist Inc., Cracker classified, eBay Inc., Free classified, Geebo Inc., Hagen Software Inc., Hoobly classifieds, Kugli.com, Locanto, Oodle Holdings LLC, Prosus NV, Publishing Properties Ltd., Quikr India Pvt. Ltd., recycler.com, SaleSpider Media Inc., Softfornet Solutions Ltd., TROVIT SEARCH S.L.U, USNetAds LLC, and Wantedwants.com

Market dynamics

Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID 19 impact and recovery analysis and future consumer dynamics, Market condition analysis for forecast period

Customization purview

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What are the Key Data Covered in this Online Classified Ad Platform Market Report?

  • CAGR of the market during the forecast period 2022-2026
  • Detailed information on factors that will drive online classified ad platform market growth during the next five years
  • Precise estimation of the online classified ad platform market size and its contribution to the parent market
  • Accurate predictions on upcoming trends and changes in consumer behavior
  • The growth of the online classified ad platform industry across North America, APAC, Europe, Middle East and Africa, and South America
  • A thorough analysis of the market’s competitive landscape and detailed information on vendors
  • Comprehensive details of factors that will challenge the growth of online classified ad platform market vendors

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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 Business Segment
    • Exhibit 06: Executive Summary – Chart on Incremental Growth
    • Exhibit 07: Executive Summary – Data Table on Incremental Growth
    • Exhibit 08: Executive Summary – Chart on Vendor Market Positioning

2 Market Landscape

  • 2.1 Market ecosystem
    • Exhibit 09: Parent market
    • Exhibit 10: Market Characteristics

3 Market Sizing

  • 3.1 Market definition
    • Exhibit 11: Offerings of vendors included in the market definition
  • 3.2 Market segment analysis
    • Exhibit 12: Market segments
  • 3.3 Market size 2021
    • 3.4 Market outlook: Forecast for 2021-2026
      • Exhibit 13: Chart on Global - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 14: Data Table on Global - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 15: Chart on Global Market: Year-over-year growth 2021-2026 (%)
      • Exhibit 16: Data Table on Global Market: Year-over-year growth 2021-2026 (%)

    4 Five Forces Analysis

    • 4.1 Five forces summary
      • Exhibit 17: Five forces analysis - Comparison between2021 and 2026
    • 4.2 Bargaining power of buyers
      • Exhibit 18: Chart on Bargaining power of buyers – Impact of key factors 2021 and 2026
    • 4.3 Bargaining power of suppliers
      • Exhibit 19: Bargaining power of suppliers – Impact of key factors in 2021 and 2026
    • 4.4 Threat of new entrants
      • Exhibit 20: Threat of new entrants – Impact of key factors in 2021 and 2026
    • 4.5 Threat of substitutes
      • Exhibit 21: Threat of substitutes – Impact of key factors in 2021 and 2026
    • 4.6 Threat of rivalry
      • Exhibit 22: Threat of rivalry – Impact of key factors in 2021 and 2026
    • 4.7 Market condition
      • Exhibit 23: Chart on Market condition - Five forces 2021 and 2026

    5 Market Segmentation by Business Segment

    • 5.1 Market segments
      • Exhibit 24: Chart on Market Segmentation by Business Segment - Market share 2021-2026 (%)
      • Exhibit 25: Data Table on Market Segmentation by Business Segment - Market share 2021-2026 (%)
    • 5.2 Comparison by Market Segmentation by Business Segment
      • Exhibit 26: Chart on Comparison by Market Segmentation by Business Segment
      • Exhibit 27: Data Table on Comparison by Market Segmentation by Business Segment
    • 5.3 Horizontal - Market size and forecast 2021-2026
      • Exhibit 28: Chart on Horizontal - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 29: Data Table on Horizontal - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 30: Chart on Horizontal - Year-over-year growth 2021-2026 (%)
      • Exhibit 31: Data Table on Horizontal - Year-over-year growth 2021-2026 (%)
    • 5.4 Vertical - Market size and forecast 2021-2026
      • Exhibit 32: Chart on Vertical - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 33: Data Table on Vertical - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 34: Chart on Vertical - Year-over-year growth 2021-2026 (%)
      • Exhibit 35: Data Table on Vertical - Year-over-year growth 2021-2026 (%)
    • 5.5 Market opportunity by Market Segmentation by Business Segment
      • Exhibit 36: Market opportunity by Market Segmentation by Business Segment ($ billion)

    6 Customer Landscape

    • 6.1 Customer landscape overview
      • Exhibit 37: Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria

    7 Geographic Landscape

    • 7.1 Geographic segmentation
      • Exhibit 38: Chart on Market share by geography 2021-2026 (%)
      • Exhibit 39: Data Table on Market share by geography 2021-2026 (%)
    • 7.2 Geographic comparison
      • Exhibit 40: Chart on Geographic comparison
      • Exhibit 41: Data Table on Geographic comparison
    • 7.3 North America - Market size and forecast 2021-2026
      • Exhibit 42: Chart on North America - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 43: Data Table on North America - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 44: Chart on North America - Year-over-year growth 2021-2026 (%)
      • Exhibit 45: Data Table on North America - Year-over-year growth 2021-2026 (%)
    • 7.4 APAC - Market size and forecast 2021-2026
      • Exhibit 46: Chart on APAC - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 47: Data Table on APAC - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 48: Chart on APAC - Year-over-year growth 2021-2026 (%)
      • Exhibit 49: Data Table on APAC - Year-over-year growth 2021-2026 (%)
    • 7.5 Europe - Market size and forecast 2021-2026
      • Exhibit 50: Chart on Europe - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 51: Data Table on Europe - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 52: Chart on Europe - Year-over-year growth 2021-2026 (%)
      • Exhibit 53: Data Table on Europe - Year-over-year growth 2021-2026 (%)
    • 7.6 Middle East and Africa - Market size and forecast 2021-2026
      • Exhibit 54: Chart on Middle East and Africa - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 55: Data Table on Middle East and Africa - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 56: Chart on Middle East and Africa - Year-over-year growth 2021-2026 (%)
      • Exhibit 57: Data Table on Middle East and Africa - Year-over-year growth 2021-2026 (%)
    • 7.7 South America - Market size and forecast 2021-2026
      • Exhibit 58: Chart on South America - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 59: Data Table on South America - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 60: Chart on South America - Year-over-year growth 2021-2026 (%)
      • Exhibit 61: Data Table on South America - Year-over-year growth 2021-2026 (%)
    • 7.8 US - Market size and forecast 2021-2026
      • Exhibit 62: Chart on US - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 63: Data Table on US - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 64: Chart on US - Year-over-year growth 2021-2026 (%)
      • Exhibit 65: Data Table on US - Year-over-year growth 2021-2026 (%)
    • 7.9 China - Market size and forecast 2021-2026
      • Exhibit 66: Chart on China - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 67: Data Table on China - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 68: Chart on China - Year-over-year growth 2021-2026 (%)
      • Exhibit 69: Data Table on China - Year-over-year growth 2021-2026 (%)
    • 7.10 UK - Market size and forecast 2021-2026
      • Exhibit 70: Chart on UK - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 71: Data Table on UK - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 72: Chart on UK - Year-over-year growth 2021-2026 (%)
      • Exhibit 73: Data Table on UK - Year-over-year growth 2021-2026 (%)
    • 7.11 Japan - Market size and forecast 2021-2026
      • Exhibit 74: Chart on Japan - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 75: Data Table on Japan - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 76: Chart on Japan - Year-over-year growth 2021-2026 (%)
      • Exhibit 77: Data Table on Japan - Year-over-year growth 2021-2026 (%)
    • 7.12 Germany - Market size and forecast 2021-2026
      • Exhibit 78: Chart on Germany - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 79: Data Table on Germany - Market size and forecast 2021-2026 ($ billion)
      • Exhibit 80: Chart on Germany - Year-over-year growth 2021-2026 (%)
      • Exhibit 81: Data Table on Germany - Year-over-year growth 2021-2026 (%)
    • 7.13 Market opportunity by geography
      • Exhibit 82: Market opportunity by geography ($ billion)

    8 Drivers, Challenges, and Trends

    • 8.1 Market drivers
      • 8.2 Market challenges
        • 8.3 Impact of drivers and challenges
          • Exhibit 83: Impact of drivers and challenges in 2021 and 2026
        • 8.4 Market trends

          9 Vendor Landscape

          • 9.1 Overview
            • 9.2 Vendor landscape
              • Exhibit 84: Overview on Criticality of inputs and Factors of differentiation
            • 9.3 Landscape disruption
              • Exhibit 85: Overview on factors of disruption
            • 9.4 Industry risks
              • Exhibit 86: Impact of key risks on business

            10 Vendor Analysis

            • 10.1 Vendors covered
              • Exhibit 87: Vendors covered
            • 10.2 Market positioning of vendors
              • Exhibit 88: Matrix on vendor position and classification
            • 10.3 Craigslist Inc.
              • Exhibit 89: Craigslist Inc. - Overview
              • Exhibit 90: Craigslist Inc. - Product / Service
              • Exhibit 91: Craigslist Inc. - Key offerings
            • 10.4 Cracker classified
              • Exhibit 92: Cracker classified - Overview
              • Exhibit 93: Cracker classified - Product / Service
              • Exhibit 94: Cracker classified - Key offerings
            • 10.5 eBay Inc.
              • Exhibit 95: eBay Inc. - Overview
              • Exhibit 96: eBay Inc. - Business segments
              • Exhibit 97: eBay Inc. - Key news
              • Exhibit 98: eBay Inc. - Key offerings
              • Exhibit 99: eBay Inc. - Segment focus
            • 10.6 Kugli.com
              • Exhibit 100: Kugli.com - Overview
              • Exhibit 101: Kugli.com - Product / Service
              • Exhibit 102: Kugli.com - Key offerings
            • 10.7 Locanto
              • Exhibit 103: Locanto - Overview
              • Exhibit 104: Locanto - Product / Service
              • Exhibit 105: Locanto - Key offerings
            • 10.8 Oodle Holdings LLC
              • Exhibit 106: Oodle Holdings LLC - Overview
              • Exhibit 107: Oodle Holdings LLC - Product / Service
              • Exhibit 108: Oodle Holdings LLC - Key offerings
            • 10.9 Prosus NV
              • Exhibit 109: Prosus NV - Overview
              • Exhibit 110: Prosus NV - Business segments
              • Exhibit 111: Prosus NV - Key offerings
              • Exhibit 112: Prosus NV - Segment focus
            • 10.10 Publishing Properties Ltd.
              • Exhibit 113: Publishing Properties Ltd. - Overview
              • Exhibit 114: Publishing Properties Ltd. - Product / Service
              • Exhibit 115: Publishing Properties Ltd. - Key offerings
            • 10.11 recycler.com
              • Exhibit 116: recycler.com - Overview
              • Exhibit 117: recycler.com - Product / Service
              • Exhibit 118: recycler.com - Key offerings
            • 10.12 Softfornet Solutions Ltd.
              • Exhibit 119: Softfornet Solutions Ltd. - Overview
              • Exhibit 120: Softfornet Solutions Ltd. - Product / Service
              • Exhibit 121: Softfornet Solutions Ltd. - Key offerings

            11 Appendix

            • 11.1 Scope of the report
              • 11.2 Inclusions and exclusions checklist
                • Exhibit 122: Inclusions checklist
                • Exhibit 123: Exclusions checklist
              • 11.3 Currency conversion rates for US$
                • Exhibit 124: Currency conversion rates for US$
              • 11.4 Research methodology
                • Exhibit 125: Research methodology
                • Exhibit 126: Validation techniques employed for market sizing
                • Exhibit 127: Information sources
              • 11.5 List of abbreviations
                • Exhibit 128: 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.

              TechnavioINFORMATION 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
              Technavio

              TechnavioDATA 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
              Technavio

              TechnavioREPORT 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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              The online classified ad platform market growth will increase by $16.1 billion during 2022-2026.
              The online classified ad platform market is expected to grow at a CAGR of 10.36% during 2022-2026.
              Technavio has segmented the online classified ad platform market by business segment (Horizontal and Vertical) and geographic (North America, APAC, Europe, Middle East and Africa, and South America).
              Craigslist Inc., Cracker classified, eBay Inc., Free classified, Geebo Inc., Hagen Software Inc., Hoobly classifieds, Kugli.com, Locanto, Oodle Holdings LLC, Prosus NV, Publishing Properties Ltd., Quikr India Pvt. Ltd., recycler.com, SaleSpider Media Inc., Softfornet Solutions Ltd., TROVIT SEARCH S.L.U, USNetAds LLC, Wantedwants.com are a few of the key vendors in the online classified ad platform market.
              APAC will register the highest growth rate of 33.98% among the other regions. Therefore, the online classified ad platform market in APAC is expected to garner significant business opportunities for the vendors during the forecast period.
              • US
              • China
              • Japan
              • UK
              • Germany
              • US
              • China
              • Japan
              • UK
              • Germany
              • US
              • China
              • Japan
              • UK
              • Germany
              The key factors driving the online classified ad platform market growth are:
              • Growth in mobile classified advertising
              • Growing popularity of real-time bidding (RTB)
              The online classified ad platform market vendors should focus on grabbing business opportunities from the horizontal segment as it accounted for the largest market share in the base year.
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