AdTech Market

AdTech Market by Offering (Software Tools/Platform (DSPs, SSPs, DMPs, Ad exchange, Ad networks), Services), Marketing Channel (Mobile Apps, Website, Social Media), Advertising type (Programmatic, Search, Display), Vertical and Region Global Forecast to 2030

Report Code: UC 6369 Nov, 2023, by marketsandmarkets.com

The AdTech market has witnessed significant growth in recent years, driven by the increasing adoption of digital advertising and the growing need for personalized and targeted marketing strategies. This report provides a comprehensive analysis of the AdTech market, including market size, growth drivers, challenges, trends, and future outlook.

Market Definition

The AdTech market refers to the application of technology and data-driven solutions in the advertising industry to automate and optimize ad buying, ad delivery, and ad measurement processes. It encompasses various digital advertising platforms, programmatic advertising, data management platforms (DMPs), and analytics tools.

Key Market Drivers:

  • Increasing demand for targeted advertising: Advertisers are increasingly looking for ways to target their ads more effectively. Adtech solutions can help advertisers target their ads based on a variety of factors, such as demographics, interests, and behavior.
  • Growth of programmatic advertising: Programmatic advertising is a type of digital advertising that uses software to automate the buying and selling of ad space. Programmatic advertising is growing rapidly, as it offers advertisers a more efficient and effective way to buy ad space.
  • Rise of mobile advertising: Mobile advertising is the fastest-growing segment of the digital advertising market. The rise of mobile devices has created new opportunities for advertisers to reach consumers on the go.

These key drivers are expected to continue to drive the growth of the Adtech market in the coming years.

Key Challenges:

  • Data privacy concerns: Advertisers are increasingly using data to target their ads more effectively. However, there are concerns about the privacy of this data. Users are becoming more aware of how their data is being used, and they are demanding more control over their privacy. Advertisers need to be careful about how they collect and use data, in order to avoid violating user privacy.
  • Ad fraud: Ad fraud is a growing problem in the digital advertising industry. Ad fraud occurs when unauthorized individuals or organizations generate fake impressions or clicks on ads. This can lead to advertisers wasting money on ineffective ads. Ad fraud is a complex problem, and there is no easy solution. However, there are a number of things that advertisers can do to protect themselves from ad fraud, such as using fraud detection tools and working with reputable ad networks.
  • Regulation: Governments around the world are increasingly regulating the digital advertising industry. This is being driven by a number of factors, including concerns about data privacy and ad fraud. Regulation can make it more difficult for advertisers to use adtech solutions. However, it can also help to protect users and ensure that the digital advertising industry is more transparent and accountable.

Programmatic Advertising segment of the Adtech market is growing at a higher CAGR.

Programmatic advertising is a type of digital advertising that uses software to automate the buying and selling of ad space. Programmatic advertising is growing rapidly, as it offers advertisers a more efficient and effective way to buy ad space.

Here are some of the reasons why programmatic advertising is growing at a higher CAGR:

  • Increased demand for targeted advertising: Advertisers are increasingly looking for ways to target their ads more effectively. Programmatic advertising allows advertisers to target their ads based on a variety of factors, such as demographics, interests, and behavior.
  • Rise of programmatic platforms: There are a number of programmatic platforms available, which makes it easier for advertisers to buy and sell ad space.
  • Improved measurement and tracking: Programmatic advertising offers improved measurement and tracking capabilities, which allows advertisers to track the performance of their campaigns more effectively.

The growth of programmatic advertising is expected to continue in the coming years, as advertisers increasingly look for more efficient and effective ways to buy ad space.

Data management platforms (DMPs) holds the largest market share of Adtech market:

Data management platforms (DMPs) are software platforms that help advertisers collect, store, and manage their data. DMPs are the largest segment of the Adtech market, and they hold a market share of over 30%. This is due to the increasing importance of data in the digital advertising industry. Advertisers need to collect and store data in order to target their ads more effectively. DMPs can help advertisers do this by providing a centralized platform for managing their data.

North America is the largest market for Adtech market, followed by Europe and Asia Pacific. The growth of the market in North America is being driven by the early adoption of adtech solutions by advertisers. The market in Asia Pacific is expected to grow at a high CAGR during the forecast period, due to the growing demand for adtech solutions in emerging markets.

Key Players:

The Adtech market is a highly competitive market, with a few major players dominating the market. The key players in the Adtech market include:

  • Google
  • Facebook
  • Amazon
  • Adobe
  • Oracle
  • Salesforce
  • Twitter
  • MediaMath
  • The Trade Desk

These key players are constantly innovating and developing new adtech solutions. They are also acquiring smaller adtech companies in order to expand their offerings. This is leading to a consolidation of the Adtech market, and it is making it difficult for new entrants to compete.

Market Segmentation:

  • By solution: The Adtech market can be segmented into demand-side platforms (DSPs), supply-side platforms (SSPs), data management platforms (DMPs), ad exchanges, ad networks, and others.
  • By advertising type: The Adtech market can be segmented into programmatic advertising, search advertising, display advertising, mobile advertising, email marketing, native advertising, and others.
  • By enterprise size: The Adtech market can be segmented into small and medium-sized enterprises (SMEs) and large enterprises.
  • By platform: The Adtech market can be segmented into mobile, web, and others.
  • By industry vertical: The Adtech market can be segmented into BFSI, IT & telecom, retail & consumer goods, education, healthcare, media & entertainment, and others.
  • By region: The Adtech market can be segmented into North America, Europe, Asia Pacific, Latin America, and Middle East & Africa.

Frequently Asked Questions (FAQ):

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TABLE OF CONTENTS
 
1 INTRODUCTION 
    1.1 OBJECTIVES OF THE STUDY 
    1.2 MARKET DEFINITION 
           1.2.1 INCLUSIONS AND EXCLUSIONS
    1.3 MARKET SCOPE 
           1.3.1 MARKET SEGMENTATION
           1.3.2 REGIONS COVERED
           1.3.3 YEARS CONSIDERED FOR THE STUDY
    1.4 CURRENCY CONSIDERED 
    1.5 STAKEHOLDERS 
 
2 RESEARCH METHODOLOGY 
    2.1 RESEARCH DATA 
           2.1.1 SECONDARY DATA
           2.1.2 PRIMARY DATA
           2.1.3 BREAKUP OF PRIMARY PROFILES
           2.1.4 KEY INDUSTRY INSIGHTS
    2.2 MARKET BREAKUP AND DATA TRIANGULATION 
    2.3 MARKET SIZE ESTIMATION 
    2.4 MARKET FORECAST 
    2.5 COMPETITIVE EVALUATION MATRIX METHODOLOGY 
    2.6 STARTUP/SME EVALUATION MATRIX METHODOLOGY 
    2.7 ASSUMPTIONS FOR THE STUDY 
    2.8 LIMITATIONS OF THE STUDY 
    2.9 IMPLICATIONS OF THE RECESSION ON THE ADTECH MARKET 
 
3 EXECUTIVE SUMMARY 
 
4 PREMIUM INSIGHTS 
    4.1 ATTRACTIVE OPPORTUNITIES FOR COMPANIES IN THE ADTECH MARKET 
    4.2 ADTECH MARKET, BY OFFERING, 2023 VS. 2030 
    4.3 ADTECH MARKET, BY ADVERTISING TYPE, 2023 VS. 2030 
    4.4 ADTECH MARKET, BY CHANNEL, 2023 VS. 2030 
    4.5 ADTECH MARKET, BY VERTICAL, 2023–2030 
    4.6 ADTECH MARKET, BY REGION 2023 
 
5 MARKET OVERVIEW 
    5.1 MARKET DYNAMICS 
           5.1.1 DRIVERS
           5.1.2 RESTRAINTS
           5.1.3 OPPORTUNITIES
           5.1.4 CHALLENGES
    5.2 INDUSTRY TRENDS 
           5.2.1 ADTECH MARKET: ARCHITECTURE
           5.2.2 ADTECH MARKET: EVOLUTION
           5.2.3 VALUE/ SUPPLY CHAIN ANALYSIS
           5.2.4 ECOSYSTEM ANALYSIS
           5.2.5 PRICING ANALYSIS
           5.2.6 PORTER FIVE FORCES ANALYSIS
           5.2.7 TRENDS/ DISRUPTIONS IMPACTING BUYERS/CLIENTS IN ADTECH MARKET
           5.2.8 TECHNOLOGY ANALYSIS
                    5.2.8.1 AI & Big Data Analaytics
                    5.2.8.2 Blockchain
                    5.2.8.3 5G
                    5.2.8.4 Edge Computing
                    5.2.8.5 Blockchain
                    5.2.8.6 Geofencing and Geotagging
           5.2.9 CASE STUDY ANALYSIS
           5.2.10 PATENT ANALYSIS
           5.2.11 KEY CONFERENCES & EVENTS, 2023-2024
           5.2.12 TARIFF AND REGULATORY LANDSCAPE
           5.2.13 KEY STAKEHOLDERS AND BUYING CRITERIA
 
6 ADTECH MARKET, BY OFFERING 
    6.1 INTRODUCTION 
    6.2 OFFERINGS: ADTECH MARKET DRIVERS 
    6.3 SOFTWARE TOOLS/PLATFORM 
           6.3.1 DEMAND-SIDE PLATFORMS (DSP)
           6.3.2 SUPPLY-SIDE PLATFORMS (SSP)
           6.3.3 AD NETWORKS
           6.3.4 DATA MANAGEMENT PLATFORMS (DMP)
           6.3.5 AGENCY TRADING DESKS (ATD)
           6.3.6 AD EXCHANGE PLATFORM
           6.3.7 AD CREATIVE AND PRODUCTION TOOLS
           6.3.8 AD ANALYTICS AND ATTRIBUTION PLATFORMS
           6.3.9 AD VERIFICATION AND BRAND SAFETY
           6.3.10 OTHERS
    6.4 SERVICES 
           6.4.1 PROFESSIONAL SERVICES
                    6.4.1.1 Consulting
                    6.4.1.2 System Integration and Implementation
                    6.4.1.3 Support and Maintenance
           6.4.2 MANAGED SERVICES
    6.5 SOFTWARE TOOLS/ PLATFORM BY MODE OF DEPLOYMENT 
           6.5.1 CLOUD
           6.5.2 ON-PREMISES
    6.6 SOFTWARE TOOLS/ PLATFORM BY INTERFACE 
           6.6.1 MOBILE APP BASED
           6.6.2 WEB BASED
 
7 ADTECH MARKET, BY ADVERTISING TYPE 
    7.1 INTRODUCTION 
    7.2 ADVERTISING TYPE: ADTECH MARKET DRIVERS 
    7.3 PROGRAMMATIC ADVERTISING 
    7.4 SEARCH ADVERTISING 
    7.5 DISPLAY ADVERTISING 
    7.6 MOBILE ADVERTISING 
    7.7 EMAIL MARKETING 
    7.8 NATIVE ADVERTISING 
    7.9 OTHER ADVERTISING TYPE (AFFILIATE MARKETING, INTERSTITIAL ADVERTISING, AND RETARGETING AND REMARKETING) 
 
8 ADTECH MARKET, BY MARKETING CHANNEL 
    8.1 INTRODUCTION 
    8.2 MARKETING CHANNEL: ADTECH MARKET DRIVERS 
    8.3 MOBILE APPLICATIONS 
    8.4 WEBSITES 
    8.5 SOCIAL MEDIA 
    8.6 OTHER CHANNELS (AUDIO AND VIDEO) 
 
9 ADTECH MARKET, BY VERTICALS 
    9.1 INTRODUCTION 
    9.2 VERTICALS: ADTECH MARKET DRIVERS 
    9.3 HEALTHCARE AND LIFE SCIENCES 
    9.4 BFSI 
    9.5 MEDIA AND ENTERTAINMENT 
    9.6 TRAVEL AND HOSPITALITY 
    9.7 EDUCATION 
    9.8 RETAIL AND CONSUMER GOODS 
    9.9 TELECOMMUNICATION 
    9.10 IT AND ITES 
    9.11 OTHER VERTICALS (GOVERNMENT AND PUBLIC SECTORS, MANUFACTURING, AND REAL ESTATE ) 
 
10 ADTECH MARKET BY REGION 
     10.1 INTRODUCTION 
     10.2 NORTH AMERICA 
             10.2.1 NORTH AMERICA: ADTECH MARKET DRIVERS
             10.2.2 NORTH AMERICA: IMPACT OF THE RECESSION
             10.2.3 UNITED STATES
             10.2.4 CANADA
     10.3 EUROPE 
             10.3.1 EUROPE: ADTECH MARKET DRIVERS
             10.3.2 EUROPE: IMPACT OF THE RECESSION
             10.3.3 UNITED KINGDOM
             10.3.4 GERMANY
             10.3.5 FRANCE
             10.3.6 SPAIN
             10.3.7 ITALY
             10.3.8 REST OF EUROPE ( THE NETHERLANDS, SWITZERLAND, SWEDEN, AND OTHERS)
     10.4 ASIA PACIFIC 
             10.4.1 ASIA PACIFIC: ADTECH MARKET DRIVERS
             10.4.2 ASIA PACIFIC: IMPACT OF THE RECESSION
             10.4.3 CHINA
             10.4.4 JAPAN
             10.4.5 INDIA
             10.4.6 SOUTH KOREA
             10.4.7 ANZ
             10.4.8 REST OF ASIA PACIFIC (SINGAPORE, MALAYSIA, INDONESIA, AND OTHERS)
     10.5 MIDDLE EAST AND AFRICA 
             10.5.1 MIDDLE EAST AND AFRICA: ADTECH MARKET DRIVERS
             10.5.2 MIDDLE EAST AND AFRICA: IMPACT OF THE RECESSION
             10.5.3 UAE
             10.5.4 SAUDI ARABIA
             10.5.5 SOUTH AFRICA
             10.5.6 REST OF MIDDLE EAST AND AFRICA (QATAR, ISRAEL, KUWAIT, AND OTHERS)
     10.6 LATIN AMERICA 
             10.6.1 LATIN AMERICA: ADTECH MARKET DRIVERS
             10.6.2 LATIN AMERICA: IMPACT OF THE RECESSION
             10.6.3 BRAZIL
             10.6.4 MEXICO
             10.6.5 ARGENTINA
             10.6.6 REST OF LATIN AMERICA (CHILE, COLOMBIA, PERU, AND OTHERS)
 
11 COMPETITIVE LANDSCAPE 
     11.1 INTRODUCTION 
     11.2 MARKET EVALUATION FRAMEWORK 
     11.3 KEY PLAYER STRATEGIES/RIGHT TO WIN 
             11.3.1 OVERVIEW OF STRATEGIES DEPLOYED BY KEY ADTECH VENDORS
     11.4 REVENUE ANALYSIS 
     11.5 MARKET SHARE ANALYSIS 
     11.6 COMPANY EVALUATION MATRIX, 2022 
             11.6.1 STARS
             11.6.2 EMERGING LEADERS
             11.6.3 PERVASIVE PLAYERS
             11.6.4 PARTICIPANTS
     11.7 COMPETITIVE BENCHMARKING OF KEY PLAYERS IN THE ADTECH MARKET 
     11.8 STARTUP/SME EVALUATION MATRIX, 2022 
             11.8.1 PROGRESSIVE COMPANIES
             11.8.2 RESPONSIVE COMPANIES
             11.8.3 DYNAMIC COMPANIES
             11.8.4 STARTING BLOCKS
     11.9 COMPETITIVE BENCHMARKING OF STARTUPS/SME IN THE ADTECH MARKET 
     11.10 VALUATION AND FINANCIAL METRICS 
     11.11 BRAND/ PRODUCT COMPARATIVE ANALYSIS/ LANDSCAPE 
 
12 COMPANY PROFILES 
     12.1 INTRODUCTION 
     12.2 META 
             12.2.1 BUSINESS OVERVIEW
             12.2.2 PRODUCTS/SOLUTIONS/ SERVICES OFFERED
             12.2.3 RECENT DEVELOPMENTS
             12.2.4 MNM VIEW
     12.3 GOOGLE 
             12.3.1 BUSINESS OVERVIEW
             12.3.2 PRODUCTS/ SOLUTIONS/ SERVICES OFFERED
             12.3.3 RECENT DEVELOPMENTS
             12.3.4 MNM VIEW
     12.4 AMAZON 
             12.4.1 BUSINESS OVERVIEW
             12.4.2 PRODUCTS/ SOLUTIONS/ SERVICES OFFERED
             12.4.3 RECENT DEVELOPMENTS
             12.4.4 MNM VIEW
     12.5 ADOBE 
             12.5.1 BUSINESS OVERVIEW
             12.5.2 PRODUCTS/ SOLUTIONS/ SERVICES OFFERED
             12.5.3 RECENT DEVELOPMENTS
             12.5.4 MNM VIEW
     12.6 YAHOO 
             12.6.1 BUSINESS OVERVIEW
             12.6.2 PRODUCTS/ SOLUTIONS/ SERVICES OFFERED
             12.6.3 RECENT DEVELOPMENTS
             12.6.4 MNM VIEW
     12.7 ZETA 
             12.7.1 BUSINESS OVERVIEW
             12.7.2 PRODUCTS/ SOLUTIONS/ SERVICES OFFERED
             12.7.3 RECENT DEVELOPMENTS
     12.8 CELTRA 
     12.9 BASIS TECHNOLOGIES 
     12.10 LUNA 
     12.11 ADROLL 
     12.12 QUANTCAST 
     12.13 CRITEO 
     12.14 MEDIASMART 
     12.15 INMOBI 
     12.16 DEMANDBASE 
     12.17 MICROSOFT (ACQUIRED XANDR) 
     12.18 THE TRADE DESK 
     12.19 ADFORM 
     12.20 ILLUMIN (ACUITYADS INC.) 
     12.21 EQUATIV 
     12.22 TREMOR INTERNATIONAL 
     12.23 INNOVID 
     12.24 MEDIAOCEAN 
     12.25 DOUBLEVERIFY 
     12.26 MAGNITE 
(The list of players is subject to further revision over the course of research fieldwork)

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