Worldwide Advertising Technology Forecast, 2022–2026: Digital Spending Turbocharged by COVID-19, But DMPs Collapse

Worldwide Advertising Technology Forecast, 2022–2026: Digital Spending Turbocharged by COVID-19, But DMPs Collapse

This IDC study explores global trends in advertising technology usage and spending. It covers spending in the United States, Canada, Western Europe (WE), Central and Eastern Europe (CEE), the Middle East and Africa (MEA), China, Japan, Asia/Pacific (excluding China and Japan) (APECJ), and Latin America (LA). This study analyzes the current state of the major advertising technology segments, including ad exchanges, ad servers, ad verification software, attribution software, data management platforms (DMPs), demand-side platforms (DSPs), dynamic creative optimization (DCO) platforms, search engine marketing (SEM) software, social advertising technology, and supply-side platforms (SSPs)."As COVID-19 has accelerated the transition of advertising spending from traditional media to digital ones, spending on ad technology has also rapidly increased," said Karsten Weide, VP for Media and Entertainment at IDC. "The segment is experiencing a renaissance."

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