AdTech Market by Offering (Services, Solutions), Advertising Type (Display Advertising, Email Advertising, Mobile Advertising), Advertising Media, Deployment Mode, Vertical - Global Forecast 2024-2030

AdTech Market by Offering (Services, Solutions), Advertising Type (Display Advertising, Email Advertising, Mobile Advertising), Advertising Media, Deployment Mode, Vertical - Global Forecast 2024-2030

The AdTech Market size was estimated at USD 560.38 billion in 2023 and expected to reach USD 635.35 billion in 2024, at a CAGR 13.07% to reach USD 1,324.72 billion by 2030.

AdTech, or Advertising Technology, directs the use of technological tools, platforms, and solutions designed to automate, optimize, and enhance the various processes involved in the planning, creation, execution, and analysis of advertising campaigns. It contains various digital tools and strategies to improve advertisements' targeting, delivery, and performance across different online channels. AdTech involves the integration of advanced technologies, including artificial intelligence, data analytics, machine learning, and automation, to make advertising more efficient, data-driven, and measurable. The primary goal is to deliver more relevant and personalized advertising experiences to target audiences while maximizing the return on investment for advertisers. The AdTech market has experienced significant growth driven by the surge in adoption of AI Converging in Adtech and increasing utilization of smartphones for greater mobile optimization and in-app advertising. This upward growth of the market is then supported by a rise in the trend among small and large businesses to use social media promotions. However, stringent privacy regulations, security concerns, and the presence of Ad-blocking bypass solutions pose a challenge to the AdTech market by limiting the reach of digital advertising. On the other hand, emerging technologies and developments across advertising industries and the rapid growth of multimedia content on the internet create an opportunity for the AdTech market to grow in the coming years.

Regional Insights

The Americas region, particularly North America, has witnessed a rise in mobile advertising spending as smartphone penetration increased, and advertisers are focusing on optimizing campaigns for mobile platforms to reach users on the go. According to CEIC Data, in 2022, in the U.S., the number of mobile subscribers was 372,682,000, from 361,664,000 in 2021.

Programmatic advertising is prominent in the AdTech landscape in the Americas as automated data-driven ad buying and selling is a significant trend in the region. Stringent data privacy regulations, particularly in Europe, continued to shape AdTech practices, and advertisers and technology providers adapted strategies to comply with laws such as the General Data Protection Regulation (GDPR). In the Middle East, the AdTech market is driven by increasing digital transformation and a growing online population. In Africa, countries including South Africa, Kenya, and Nigeria are witnessing increased interest in programmatic advertising and mobile-centric solutions. However, in the Middle East and Africa, challenges such as limited internet access in some areas contribute to a varied landscape. The APAc AdTech market is characterized by rapid technological adoption, particularly in mobile advertising, digital marketing, and eCommerce. Localized strategies are crucial in APAC due to linguistic and cultural diversity. Video advertising is prominent in the region, fueled by the popularity of online consumption.

Market Insights

Market Dynamics

The market dynamics represent an ever-changing landscape of the AdTech Market by providing actionable insights into factors, including supply and demand levels. Accounting for these factors helps design strategies, make investments, and formulate developments to capitalize on future opportunities. In addition, these factors assist in avoiding potential pitfalls related to political, geographical, technical, social, and economic conditions, highlighting consumer behaviors and influencing manufacturing costs and purchasing decisions.

Market Drivers

• Surge in adoption of AI converging in Adtech
• Increasing utilization of smartphones for greater mobile optimization and in-app advertising
• Rise in the trend among small and large businesses to use social media promotions

Market Restraints

• Stringent privacy regulations and security concerns

Market Opportunities

• Rapid growth of multimedia content on the internet
• Emerging technologies and developments across advertising industries

Market Challenges

• Presence of Ad-blocking bypass solutions

Market Segmentation Analysis

• Offering: Potential utilization of AdTech solutions to address specific ad technology issues
• Advertising Type: Search advertising provides a highly personalized avenue for lead conversion
• Deployment Mode: Penetration of On-Premise deployment mode providing optimal data security and customization
• Vertical: High adoption of Adtech technology in the media & entertainment sector

Market Disruption Analysis

• Porter’s Five Forces Analysis
• Value Chain & Critical Path Analysis
• Pricing Analysis
• Technology Analysis
• Patent Analysis
• Trade Analysis
• Regulatory Framework Analysis

FPNV Positioning Matrix

The FPNV positioning matrix is essential in evaluating the market positioning of the vendors in the AdTech Market. This matrix offers a comprehensive assessment of vendors, examining critical metrics related to business strategy and product satisfaction. This in-depth assessment empowers users to make well-informed decisions aligned with their requirements. Based on the evaluation, the vendors are then categorized into four distinct quadrants representing varying levels of success, namely Forefront (F), Pathfinder (P), Niche (N), or Vital (V).

Market Share Analysis

The market share analysis is a comprehensive tool that provides an insightful and in-depth assessment of the current state of vendors in the AdTech Market. By meticulously comparing and analyzing vendor contributions, companies are offered a greater understanding of their performance and the challenges they face when competing for market share. These contributions include overall revenue, customer base, and other vital metrics. Additionally, this analysis provides valuable insights into the competitive nature of the sector, including factors such as accumulation, fragmentation dominance, and amalgamation traits observed over the base year period studied. With these illustrative details, vendors can make more informed decisions and devise effective strategies to gain a competitive edge in the market.

Recent Developments

Ad-tech Company Affinity Acquires German Consumer Engagement Platform

Affinity, a multinational ad-tech company, completed the acquisition of Opinary GmbH, a consumer engagement media tech company based in Berlin. The acquisition aimed to mark Affinity's foray into the European market and deliver exceptional value to clients across the globe.

Adtech Platform Anantadi Secures Undisclosed Seed Funding

Anantadi, an AdTech platform, secured seed funding in the context of digital marketing campaigns. The platform is dedicated to offering user-friendly solutions for such campaigns. The seed funding has been provided by Accel, along with angel investors from both the US and India. The funds will be utilized to develop new features and expand the team, ensuring the growth and advancement of the platform.

Y&A Transformation to Officially Launch Channel Factory at Ad: Tech New Delhi

Ya! Transformation announced the launch of the Channel Factory at AdTech New Delhi. This launch aims to leverage data and advanced technology to enhance the effectiveness of digital advertising. The event will offer valuable opportunities for both established industry players and newcomers to gain insights into the latest tools and innovations in AdTech.

Strategy Analysis & Recommendation

The strategic analysis is essential for organizations seeking a solid foothold in the global marketplace. Companies are better positioned to make informed decisions that align with their long-term aspirations by thoroughly evaluating their current standing in the AdTech Market. This critical assessment involves a thorough analysis of the organization’s resources, capabilities, and overall performance to identify its core strengths and areas for improvement.

Key Company Profiles

The report delves into recent significant developments in the AdTech Market, highlighting leading vendors and their innovative profiles. These include Adform A/S, Adobe Inc., Affle International Pte Ltd., Amazon.com, Inc., Basis Global Technologies, Inc., Celtra Inc., Criteo SA, Demandbase Inc., DoubleVerify, Inc., Google LLC, InMobi Technology Services Private Limited, Innovid, LLC, Magnite, Inc., Mediaocean LLC, Meta Platforms, Inc., Microsoft Corporation, NextRoll Inc., Nexxen Group, Nickelytics, Oracle Corporation,, Quantcast International Limited, Smart AdServer SAS, Trade Desk, Inc., and Zeta Global Corp..

Market Segmentation & Coverage

This research report categorizes the AdTech Market to forecast the revenues and analyze trends in each of the following sub-markets:

• Offering
• Services
• Managed Services
• Professional Services
• Support & Maintenance
• System Integration & Implementation
• Training & Consulting
• Solutions
• Ad Analytics & Attribution Platforms
• Ad Creative & Production Tools
• Ad Exchange Platform
• Ad Networks
• Ad Verification & Brand Safety
• Agency Trading Desks (ATD)
• Data Management Platform (DMP)
• Demand-Side Platform (DSP)
• Supply-Side Platform (SSP)
• Advertising Type
• Display Advertising
• Email Advertising
• Mobile Advertising
• Native Advertising
• Programmatic Advertising
• Search Advertising
• Advertising Media
• Billboards
• Digital Advertising
• Magazines
• Mobile Advertising
• Newspapers
• Outdoor Advertising
• Posters
• Print Advertising
• Public Signs
• Radio Advertising
• Search Engine Advertising
• Social Media Advertising
• Television Advertising
• Deployment Mode
• Cloud
• On-premise
• Vertical
• BFSI
• Food & Beverages
• Healthcare & Life Sciences
• Manufacturing
• Media & Entertainment
• Retail & eCommerce
• Telecom
• Transportation & Logistics
• Travel & Hospitality
• Region
• Americas
• Argentina
• Brazil
• Canada
• Mexico
• United States
• California
• Florida
• Illinois
• New York
• Ohio
• Pennsylvania
• Texas
• Asia-Pacific
• Australia
• China
• India
• Indonesia
• Japan
• Malaysia
• Philippines
• Singapore
• South Korea
• Taiwan
• Thailand
• Vietnam
• Europe, Middle East & Africa
• Denmark
• Egypt
• Finland
• France
• Germany
• Israel
• Italy
• Netherlands
• Nigeria
• Norway
• Poland
• Qatar
• Russia
• Saudi Arabia
• South Africa
• Spain
• Sweden
• Switzerland
• Turkey
• United Arab Emirates
• United Kingdom

Please Note: PDF & Excel + Online Access - 1 Year