AdTech Market

Emerging Trends in the Global AdTech Market

The global AdTech market is expected to grow at a CAGR of 14.5% over the forecast period, reaching USD 1,496.2 billion by 2030 from an anticipated USD 579.4 billion in 2023. Major factors driving market expansion include rising demand for data-driven marketing strategies, the growing popularity of audio streaming and podcasts for audio advertising, and the proliferation of smartphones for improved mobile optimisation and in-app advertising.

The global AdTech market is evolving rapidly, driven by technological advancements and changing consumer behaviors. Here are some of the emerging trends:

  • Artificial Intelligence and Machine Learning
  • Programmatic Advertising
  • Data Privacy and Compliance
  • Omnichannel Marketing
  • Advanced Analytics and Attribution
  • Connected TV (CTV) and Over-the-Top (OTT) Advertising
  • First-Party Data Utilization
  • Influencer Marketing Technology
  • Contextual Advertising
  • Ad Fraud Prevention
  • Augmented Reality (AR) and Virtual Reality (VR) Advertising
  • Voice Search and Smart Speaker Ads
  • Personalized and Dynamic Creative
  • Sustainability and Ethical Advertising

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  1. Artificial Intelligence and Machine Learning: AI and ML are being used to optimize ad targeting, enhance personalization, and improve predictive analytics, leading to more effective and efficient ad campaigns.
  2. Programmatic Advertising: Automation of the ad buying process continues to grow, with programmatic advertising allowing for real-time bidding and highly targeted ad placements.
  3. Data Privacy and Compliance: With regulations like GDPR and CCPA, there is a greater emphasis on data privacy and compliance, driving the need for more transparent and secure AdTech solutions.
  4. Omnichannel Marketing: Integration of various channels (online and offline) to provide a seamless and consistent customer experience is becoming increasingly important.
  5. Advanced Analytics and Attribution: Enhanced analytics capabilities and more sophisticated attribution models are helping marketers better understand the impact of their ad spend across multiple channels.
  6. Connected TV (CTV) and Over-the-Top (OTT) Advertising: The rise of streaming services is driving growth in CTV and OTT advertising, providing new opportunities for targeted video ads.
  7. First-Party Data Utilization: With the decline of third-party cookies, marketers are focusing more on leveraging first-party data for targeted advertising.
  8. Influencer Marketing Technology: Tools and platforms that facilitate influencer marketing campaigns are gaining traction, allowing for more streamlined and measurable collaborations with influencers.
  9. Contextual Advertising: With privacy concerns leading to less reliance on cookies, contextual advertising that targets users based on the content they are viewing is making a comeback.
  10. Ad Fraud Prevention: Increasing efforts to combat ad fraud through advanced technologies like blockchain and sophisticated fraud detection algorithms.
  11. Augmented Reality (AR) and Virtual Reality (VR) Advertising: The use of AR and VR in advertising is growing, offering immersive and interactive ad experiences.
  12. Voice Search and Smart Speaker Ads: As the use of voice-activated devices increases, advertisers are exploring ways to leverage voice search and smart speakers for advertising.
  13. Personalized and Dynamic Creative: Advances in dynamic creative optimization (DCO) allow for personalized ad experiences that can be tailored in real-time based on user data and behavior.
  14. Sustainability and Ethical Advertising: There is a growing focus on sustainability and ethical practices in advertising, with brands seeking to align their ad strategies with socially responsible values.

These trends reflect the ongoing transformation of the AdTech industry as it adapts to new technologies, regulatory landscapes, and evolving consumer expectations.Top of FormBottom of Form

Related Reports:

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

AdTech Market Size,  Share & Growth Report
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TC 8842
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