IDC's Worldwide Advertising Technology Taxonomy, 2022

IDC's Worldwide Advertising Technology Taxonomy, 2022

This IDC study presents the worldwide advertising software taxonomy, which defines the segments IDC uses to track, analyze, and forecast the business and technology of advertising. This taxonomy is the basis for all of IDC's advertising-related research in its Advertising Technology practice as well as its Digital Advertising Market Model (DAMM) and the programmatic advertising forecast. This taxonomy is also part of IDC's overall software taxonomy, where it is part of customer relationship management applications, which is in turn part of IDC's "applications" super segment."The advertising industry is going through a phase of rapid change," said Karsten Weide, IDC's program VP, Media & Entertainment. "This document will be a handy guide to the digital advertising industry."

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