The global AdTech market is projected to register a CAGR of 14.5% during the forecast period, reaching USD 1,496.2 billion by 2030 from an estimated USD 579.4 billion in 2023. Major factors to boost the market growth include the increasing demand for data-informed marketing strategies, the growing popularity of audio streaming and podcasts for audio advertising, and the proliferation of smartphones for greater mobile optimization and in-app advertising.
Some leading players in the AdTech market include Meta (US), Google (US), Amazon (US), Adobe (US), Yahoo (US), Zeta (US), Microsoft (US), Celtra (US), Basis Technologies (US), Luna (US), NextRoll (US), Quantcast (US), Criteo (France), Affle (India), InMobi (India), Demandbase (US), The Trade Desk (US), Adform (Denmark), Equativ (France), Tremor International (Israel), Innovid (US), Mediaocean (US), DoubleVerify (US), Magnite (US), Copy.ai (US), Nickelytics (US), C Wire (Switzerland), Cavai (Norway), Titan Digital (US), Glimpse Protocol (UK), StackAdapt (Canada), Cosmose AI (Singapore), Vidsy (UK), and Linkby (Australia). These players have adopted various organic and inorganic growth strategies, such as new product launches, partnerships and collaborations, and mergers and acquisitions, to expand their presence in the AdTech market.
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Meta has been a dominant player in the AdTech industry, leveraging its vast user base and data resources from its social media platforms to offer targeted advertising solutions. With billions of users across its platforms, Meta has been able to provide advertisers with unparalleled access to a diverse and engaged audience. The company's advertising business primarily relies on its ability to collect and analyze user data to deliver highly personalized and effective ads. This includes utilizing data on users' interests, behaviors, and demographics to optimize ad targeting and campaign performance. Meta's AdTech offerings have included tools like the Facebook Ads Manager and Instagram Ads, which allow advertisers to create, target, and analyze their ad campaigns. These tools, combined with the company's data-driven approach, have made Meta a significant player in the digital advertising space.
Google's advertising business revolves around its advertising platform, Google Ads, which is a crucial component of the AdTech landscape. Google Ads provides a range of advertising solutions, including search advertising (AdWords), display advertising (Google Display Network), video advertising (YouTube Ads), and more. These tools allow businesses to create and manage ad campaigns across Google's vast network of websites and platforms, reaching a broad and diverse audience. Google's dominance in the AdTech market is partly attributed to its ability to collect and analyze user data to target ads effectively, making it an attractive platform for advertisers seeking to maximize their reach and ROI. Overall, Google is a major player in the AdTech market, continuously innovating and evolving its advertising technologies to meet the needs of advertisers and publishers worldwide.
Amazon's AdTech business primarily revolves around its advertising platform, Amazon Advertising, which offers a wide range of advertising solutions for brands and sellers looking to reach Amazon's extensive customer base. Amazon Advertising provides a comprehensive suite of advertising tools and services that cater to both third-party sellers on the platform and external advertisers. This includes sponsored product listings, display ads, video ads, and more. What sets Amazon apart in the market is its ability to target ads based on a user's shopping behavior and purchase history, allowing advertisers to reach highly relevant audiences. Additionally, Amazon Web Services (AWS), a subsidiary of Amazon, provides the infrastructure and cloud computing capabilities that power many AdTech companies and platforms, further solidifying Amazon's influence in the industry. With its robust data ecosystem and growing advertising business, Amazon has emerged as a key player in the AdTech market, challenging the duopoly of Google and Facebook.
AdTech Market by Offering (Solutions and Services), Advertising Type (Programmatic, Native Advertising), Advertising Media (Television, Digital Advertising), Vertical (Media & Entertainment, Retail & eCommerce, BFSI and Region - Global Forecast to 2030
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