The Global AdTech Market size is expected to reach $2,365.4 billion by 2030, rising at a market growth of 14.0% CAGR during the forecast period.
The increased disposable income of consumers worldwide has led to an increase in the likelihood that they will spend money on media, mobile communication devices, and networking, which has led to a rise in the global adoption of smartphones. The Mobile segment generated $514.4 million revenue in the market in 2022. Smartphones have progressed significantly over the years and are now equipped with cutting-edge technologies such as a gyroscope, global positioning system (GPS), near-field connection (NFC), augmented reality, and virtual reality. In recent years, especially in emerging nations, the purchase of electronic gadgets such as cell phones, laptops, tablets, and game consoles has increased dramatically. As a result, rising disposable income is anticipated to stimulate the expansion of the worldwide smartphone market over the forecast period.
The major strategies followed by the market participants are Partnerships as the key developmental strategy to keep pace with the changing demands of end users. For instance, In August, 2023, Magnite, Inc. signed a collaboration with Mediaocean, a global advertising technology company that provides software solutions for end-to-end media management and ad campaign optimization. Through this collaboration, both companies would be granting local linear buyers’ direct access to streaming and CTV inventory through essential platforms for omnichannel advertising. Moreover, In June, 2023, Adobe, Inc. signed a partnership with Publicis Groupe, a global communications and marketing services company, providing advertising, digital transformation, and business transformation services. Through this partnership, both companies have launched PX, a new and innovative platform to optimize the global distribution and delivery of content.
Cardinal Matrix - Market Competition Analysis
Based on the Analysis presented in the Cardinal matrix; Microsoft Corporation and Google, LLC are the forerunners in the Market. In July 2022, Microsoft announced its collaboration with Netflix for a cheap ad-supported Netflix Subscription plan. As they collaborate to develop a new ad-supported service, Microsoft has the track record to handle all of Netflix's advertising requirements. In addition to strong privacy protections for members, Microsoft offered the opportunity to innovate over time on both the technical and sales sides. Companies such as Facebook, Alibaba Group Holding Limited, Oracle Corporation are some of the key innovators in the Market.
Market Growth Factors
Increasing use of AI in advertising
AI is rapidly transforming the advertising industry due to its vast array of benefits and ability to increase intelligence over time. The use of data or consumer insights to make advertisements more relevant to their intended audience. This includes information about interests, demographics, purchasing intentions, and behavioral patterns. With customers expressing that they will do only business with companies that customize their experience, it is increasingly becoming a priority to make marketing more relevant and individualized. As a result, market expansion is anticipated to be propelled by the increasing use of artificial intelligence in advertising to further improve the consumer experience and campaign efficacy.
Growing popularity of OTT platforms
The way viewers watch videos & consume television material has evolved as a result of viewership dynamics. The consumption of online material is shifting away from traditional TV viewing, a key factor in the expansion of over-the-top companies. The huge collection offers a wide variety of titles from which viewers can choose at any given time, giving them many options. Viewers can have a seamless experience because of this ease of use and versatility. The biggest advantage of OTT platforms is that users of streaming platforms can skip commercials, use any ad blockers, or exit the program. This has enhanced the flexibility of AdTech in OTT platforms, and as OTT platforms grow, so will the market for AdTech throughout the projection period.
Market Restraining Factors
Dependency on third party cookies
The decision to obstruct one of the most potent online tracking techniques is obvious. Because cookies assist in developing a profile of Internet users based on hundreds of attributes, the Ad Tech and online marketing industries have been under constant attack over the past years. Moreover, this information is made available to everyone who requires it. Frequently, the user is unaware and does not provide permission. Certain browsers already block third-party cookies by default to avoid tracking. In addition, several other major browsers have declared plans to restrict third-party cookies within the next few years. Considering AdTech relies heavily on these third-party cookies, the disabling of these cookies by many browsing sites will considerably hinder the market growth of AdTech.
Enterprise Size Outlook
By enterprise size, the market is classified into small and medium enterprise (SME) and large enterprise. In 2021, the large enterprise segment dominated the market with maximum revenue share. This is thus because large enterprises are frequently international businesses, sizable media conglomerates, and well-known brands. Often, these businesses allocate a certain amount of funds for advertising. Businesses also combine various ad formats and platforms to reach their intended customers. Large businesses in the market like display, search, and video advertising. Big businesses also purchase and control their digital ad campaigns using DSPs. Additionally, these businesses employ cutting-edge technologies like DMPs, DSPs, AI, and ML to acquire insights, forecast user behavior, and enhance the effectiveness of their advertising campaigns, which is anticipated to fuel the segment's growth.
Platform Outlook
Based on the platform, the market is bifurcated into mobile, web and others. In 2021, the web segment recorded a remarkable revenue share in the market. The expansion is attributable to the increased use of the internet and web-based technology to build, deliver, and target online advertising campaigns. The web platform consists of websites, web browsers, and web-based applications that provide consumers with online advertisements. As it has a greater reach than other platforms, the online platform helps businesses reach a diverse audience. In addition, these tools gather and evaluate information depending on web and app usage, consumer trends, and behavior, allowing for the creation of targeted advertising campaigns. With other web-based ad formats, including display and video ads, search advertising generates more effective and comprehensive advertising campaigns, accelerating the segment's growth.
Solution Outlook
Based on solution, the market is segmented into demand-side platforms (DSPs), supply-side platforms (SSPs), Ad networks, data management platforms (DMPs) and others. In 2021, the demand-side platforms (DSPs) segment held the highest revenue share in the market. This is because DSPs simplify purchasing advertising inventory, making it more successful and efficient. In addition, they provide powerful targeting capabilities, which makes them a tempting alternative for advertisers seeking to reach specific populations and enhance campaign performance. In addition, programmatic advertising has increased demand for DSPs, enabling marketers to purchase programmatic advertising inventory swiftly and effectively. DSPs offer sophisticated targeting capabilities that enable marketers to reach specific audiences and maximize campaign performance, making them more successful and efficient than conventional advertising approaches and contributing to the segment's growth.
Advertising Type Outlook
On the basis of advertising type, the market is divided into programmatic advertising, search advertising, display advertising, mobile advertising, email marketing, native advertising and others. In 2021, the mobile advertising segment garnered a significant revenue share in the market. The increase can be attributed to the growing use of mobile devices such as smartphones. Advertisements placed on mobile websites and applications specifically target individuals who access the internet via mobile devices. In addition, technological advancements such as programmatic advertising and beacon technology are expanding the capabilities of mobile advertising. Mobile devices are viewed as more intimate than other gadgets, and as a result, they may provide in-depth insight into users’ preferences, activities, and demographics. This information can be used to personalize advertisements, making them more relevant to users and thereby increasing the rate of conversion. When incorporated with other ad formats like search, display, and video, mobile advertising provides marketers with a comprehensive and effective advertising strategy, thereby accelerating the segment's growth.
Vertical Outlook
By industry vertical the market into media & entertainment, BFSI, education, retail & consumer goods, IT & telecom, healthcare and others. In 2021, the retail & consumer goods segment accounted the largest revenue share in the market. This is due to the fact that corporations in the retail & consumer goods industry utilize adtech to promote their products and services, increase brand awareness, and ultimately drive sales. Social media advertising in retail facilitates customer engagement and the promotion of new products. Location-based adverts target consumers according to their physical location using GPS or other location-detection technologies. Consequently, these characteristics of the adtech offered to the retail and consumer goods vertical will promote its utilization and fuel the segment's expansion.
Regional Outlook
Region-wise, the market is analyzed across North America, Europe, Asia Pacific, and LAMEA. In 2021, the North America region led the market by generating the highest revenue share. This is due to the region's high digital advertising penetration. Using data, businesses are gaining a deeper understanding of their audiences and optimizing their advertising budget. This has led to expanding DMPs and marketing analytics platforms, enabling organizations to collect, analyze, and apply data to create advertising plans. In addition, due to the movement of consumers to online and mobile platforms, the region's dynamic digital advertising business continues to flourish. Consequently, the rapid expansion of digital advertising within the region will increase the market's acceptance of ad tech, boosting the market's expansion in the region.
The market research report covers the analysis of key stake holders of the market. Key companies profiled in the report include Adobe, Inc., Alibaba Group Holding Limited, Facebook (Meta Platforms, Inc.), Microsoft Corporation, Google LLC (Alphabet, Inc.), X Corp. (Twitter, Inc.), Oracle Corporation, Criteo S.A., Amazon.com, Inc. and Magnite, Inc. (SpotX).
Strategies deployed in the Market
» Partnerships, Collaborations & Agreements:
- Aug-2023: Magnite, Inc. signed a collaboration with Mediaocean, a global advertising technology company that provides software solutions for end-to-end media management and ad campaign optimization. Through this collaboration, both companies would be granting local linear buyers direct access to streaming and CTV inventory through essential platforms for omnichannel advertising.
- Jun-2023: Adobe, Inc. came into partnership with Adelaide, a leader in the rapidly growing field of evidence-based media quality measurement. Through this partnership, both companies have launched market InstantAU, which allows advertisers to gauge media quality effortlessly and incorporates attention-based pre-bid segments, aiding advertisers in securing top-quality inventory within budget constraints.
- Jun-2023: Adobe, Inc. signed a partnership with Publicis Groupe, a global communications and marketing services company, providing advertising, digital transformation, and business transformation services. Through this partnership, both companies have launched PX, a new and innovative platform to optimize the global distribution and delivery of content.
- Mar-2023: Adobe teamed up with Accenture, professional services company, for enabling enterprise marketers to unlock the content supply chain values. Together, the companies aim to create new services based on Adobe's integrated Content Supply Chain technologies, which help marketers in creating and delivering content effectively, that offers personalized customer experiences at scale.
- Mar-2023: Criteo signed a retail media advertising partnership with ASOS, an online retailer of fashion and cosmetics. For endemic brand advertising on ASOS' market-dominating app and website for fashion-conscious twenty-somethings, Criteo will be the exclusive partner. ASOS Media Group (AMG) will be able to increase campaign volume and associated advertising revenue with the help of Criteo's solutions, which will also enhance their current rich advertising offering spanning creative solutions, social media, targeted email, and app push notifications. Through the partnership, marketers will have access to stronger targeting and measurement tools, resulting in higher performance and more successful business outcomes, including ASOS.com sales.
- Feb-2023: Adobe signed an agreement with Qualcomm, Inc., a company that focuses on creating semiconductors, software, and services related to wireless technology, for its cloud-based marketing software. The software helped the former company in becoming one of the few software companies to navigate the transition to the modern cloud era.
- Feb-2023: Magnite announced a partnership with Polk Automotive Solutions from S&P Global Mobility, for offering advertisers access to strong insights comprising loyalty detail and auto purchase intent for allowing more precise targeting and measurement throughout OTT and CTV. Advertisers may access the most comprehensive source of automotive data by integrating Polk Automotive Solutions' vast data sets into our platform and leveraging that throughout Magnite's unrivaled streaming TV supply.
- Jan-2023: Twitter partnered with Integral Ad Science, a technology company, and DoubleVerify Holdings Inc., a software platform for digital media measurement and analytics. Through this partnership, companies would offer advertisers tweet-level analysis on content featured next to their ads. Additionally, companies would independently verify that digital ads are seen by real people.
- Jan-2023: Oracle Moat Measurement announced its collaboration with Studio71, a TV and digital content production company. Both companies focus on a study to measure the effectiveness throughout their suite.
- Jan-2023: Magnite came into partnership with Brightcove, Inc., a streaming technology company. Following the partnership, Magnite would power advertising for Brightcove customers, extending fill and delivery to enhance customer revenue.
- Oct-2022: Oracle Advertising came into collaboration with Nextdoor, a hyperlocal social networking service for neighborhoods. The collaboration focuses on delivering greater transparency and controls to Nextdoor Advertisers. This would help in ensuring high-value and optimal ad experiences on the platform.
- Jul-2022: Microsoft announced its collaboration with Netflix for a cheap ad-supported Netflix Subscription plan. As they collaborate to develop a new ad-supported service, Microsoft has the track record to handle all of Netflix's advertising requirements. In addition to strong privacy protections for members, Microsoft offered the opportunity to innovate over time on both the technical and sales sides.
- Jun-2022: Oracle extended its collaboration with Azerion, a media platform, and digital entertainment company, with the addition of Oracle Advertising Bot Filtration. Oracle Advertising Bot Filtration provides companies with the most recent information on bot-related invalid traffic, which aids marketers and media professionals in minimizing losses brought on by invalid traffic. By using its own SSP, Improve Digital, Azerion can offer a clean supply to marketers by implementing Oracle Advertising Bot Filtration.
- Jun-2022: Microsoft Advertising extended its partnership with InMobi for supporting strategic advertisers and enterprises in the Middle East, Southeast Asia, and Africa. By combining the search and native display capabilities of Microsoft Advertising with the mobile ad tech capabilities of InMobi s advertising platforms, InMobi aims to provide advertisers with an integrated solution to power their campaigns. Following the expansion, advertisers will be able to provide clients with a consistent brand experience by combining the finest search and native display platforms from both companies.
- May-2022: Amazon Web Services announced its collaboration with IBM Corporation for providing IBM Automation, security, artificial intelligence, sustainability, and other software-as-a-service offerings through AWS Marketplace. The collaboration aims to deliver users easier and faster access to IBM Software built on Red Hat OpenShift Service on AWS and cloud-native to AWS.
- Apr-2022: Criteo partnered with Flipkart, an e-commerce marketplace, for introducing Product Performance Ads (PPA) with full-funnel measurement capabilities. This would improve Flipkart's off-platform offerings and open up options for marketers from all market segments to connect with and engage customers who have high intent. The broader 2022 growth strategy for Flipkart's ad tech business includes this launch. By utilizing its audience signals for highly relevant reach and, consequently, improved overall campaign efficiency, Flipkart will enable advertisers of any scale to deliver their full-funnel marketing goals on the open internet.
- Mar-2022: Oracle Moat, a part of Oracle Advertising and Customer Experience (CX) teamed up with Anzu.io, the most advanced in-game advertising platform, for first-to-market viewability measurement for in-game ads. Under this collaboration, the advertisers working with Anzu can access third-party viewability verifications and in-view metrics by Oracle Moat while running in-game ads, programmatically or directly, on PC or mobile.
- Mar-2022: Microsoft extended its partnership with Outbrain, a web recommendation platform, for leveraging Microsoft Azure and encompassing technology, business, and services. The expansion of the collaboration will involve a multi-year Azure engagement to support Outbrain's media platform's rapid innovation.
- Mar-2022: Meta Platforms came into partnership with VNTANA for making it easier for brands to run 3D ads on its Instagram and Facebook social media platforms. The partnership helps the brands in uploading the 3D models of their products and easily convert them into ads.
- Jan-2022: Amazon Ads came into partnership with Artefact in various European countries namely France, UK, Spain, Germany, and Netherlands. As an Amazon Ads Partner, Artefact focuses on assisting clients in efficiently collaborating with Amazon and boosting their marketing ROI by utilizing top-tier products and technology.
» Product Launches and Product Expansion:
- Oct-2023: Google LLC launched AR Beauty ads, an integrated augmented reality technology to offer immersive and interactive beauty experiences for users. AR Beauty ads would empower google's beauty brand collaborators to present their products in an interactive manner, capturing and engaging consumer demand effectively.
- Mar-2023: Google released new AI-enabled tools comprising customer acquisition objectives and automatically created assets. These tools would enable advertisers to create more beneficial and meaningful ads.
- Mar-2023: Microsoft released Dynamics 365 Copilot, an AI assistant for the application that manages marketing, sales, and customer service. The software can create contextual chat and email responses to customer support inquiries using technology from OpenAI. It can assist marketers in creating customer segments to target and in creating product descriptions for e-commerce.
- Mar-2023: Adobe introduced new features in its Real-Time Customer Data Platform. The platform now provides more than 600 billion predictive insights annually on the basis of real-time customer profiles. Moreover, these innovations have been designed for enabling superior conversion and prospecting, richer personalization, and enhanced B2B account-based marketing.
- Feb-2023: Magnite launched Magnite Streaming, a singular supply-side platform that combines leading technology from Magnite CTV and SpotX platforms. By enabling media owners to maximize the value of their assets across life and VOD content, CTV and OTT environments, and addressable linear, Magnite Streaming gives them the knowledge they need to run their businesses more profitably and successfully.
- Dec-2022: Twitter released new controls for enabling companies to prevent their ads from appearing below or above tweets having certain keywords. With the launch of New Controls, the company wants to reassure and attract the advertisers who have withdrawn ads from the platform.
- Oct-2022: Adobe launched the Marketing Mix Modeling (MMM) service in Adobe Experience Cloud, a new offering that utilizes Adobe Sensei, Adobe's AI engine. This would enable the brands to access the business impact of their advertising and marketing budgets. Moreover, the brands can minimize the time it takes to gather, analyze, and act on insights from months to weeks, enabling them to forecast, target, and focus on resources for future campaigns effectively and efficiently.
- Oct-2022: Amazon added the format to its self-service Sponsored Display program for making it easier for marketers to take advantage of video advertising. Also, the company expanded a public beta for its Video Builder that offers customizes templated while creating video campaigns, for brands. With a focus on providing options for small and mid-sized businesses, the addition of video to Sponsored Display allows advertisers to create video campaigns that run on Amazon as well as other platforms. The solution enables the production of immersive assets, including demonstrations, unboxing films, and tutorials.
- Sep-2022: Criteo unveiled Commerce Max, a self-service, all-in-one demand side platform built for scale for enterprise marketers. This service is powered by the leading retail media and programmatic capabilities of Criteo. With the help of this service, agencies and brands can find their valuable audience on retailer sites utilizing on-site sponsored and display ads as well as they can extend these audiences off-site throughout open internet programmatic inventory.
- Sep-2022: Microsoft Ads introduced a new, Simplified Smart Campaigns setup experience, including a new feature that makes them different from Google Ads. Microsoft shortened the campaign setup process in response to the expanding demands of SMBs in the current economy. The Smart Campaign update comprises an updated chat experience with support, a newly guided campaign experience, an updated AI solution for optimization, and a simplified Ad setup with options to self-create or auto-generate.
- Jun-2022: Twitter announced the launch of Campaign Planner for Advertisers, for allowing informed media investments on the platform. Campaign Planner is a tool that allows marketers to forecast expected outcomes before the commencement of the campaign, which is intended to make it even simpler for ad industry partners to make informed media investments on Twitter. At present time, not all Twitter marketers have access to a Campaign Planner. Contacting their client Partner will allow managed clients to seek access to Campaign Planner. At the moment, only managed advertisers in the US, UK, and Japan have access to Campaign Planner.
- May-2022: Google introduced three new features including consumer interest insights, a new customer acquisition goal type, and a one-click upgrade tool. With the help of these new Performance Max tools, the ideal combination of inventory and ad types can be identified for maximizing profits.
» Mergers & Acquisition:
- Mar-2023: Criteo took over Brandcrush, a company whose platform enables the buying and selling of omnichannel retail media, including offline media channels. The acquisition enabled the former company to deliver a holistic omnichannel monetization solution for retailers across the world, for managing their complete media inventory throughout both physical retail and e-commerce. Additionally, they would allow agencies and brands to discover and buy omnichannel media from leading retailers seamlessly. Also, the acquisition expanded Criteo's foothold and capabilities in the Asia Pacific retail media market.
- Aug-2022: Criteo completed the acquisition of IPONWEB, an AdTech Company with high-class media trading capabilities. The acquisition sped up Criteo's Commerce Media Platform vision of providing better control to the enterprise marketers and their agency partners through utilizing the latter company's well-established SSP and DSP solutions. Additionally, the acquisition increases media owners' prospects for monetization and offers crucial services for first-party data management throughout the ecosystem.
- Jun-2022: Microsoft signed an agreement to acquire Xandr, a provider of data-enabled technology platform, from AT&T. Together, the companies would help define the digital ad industry of the future as the internet landscape changes in a post-cookie era. To support the open web, where everyone can prosper, Microsoft and Xandr have complementary skills that they can use in a way that is compatible with their commitment to effective data governance and consumer privacy practices.
» Geographical Expansions:
- Jan-2023: Alibaba Cloud opened its first international partner management and product innovation center. The center would expand customer services and facilitate their digitalization journey in a better way. The new Product Innovation Center will handle the management of product upgrades based on ongoing global customer demands and assist with future roadmaps for creating more market-specific solutions. The Partner Management Center would explore local partnerships and deepen the sharing of cutting-edge technologies and subject-matter expertise among partners to better meet the requirements of local customers.
- Aug-2022: Criteo announced the launch of a Video Advertising Solution in India. This solution helps in achieving measurable outcomes with superior capabilities and unique audiences, strong access and scale with 600+ premium online video publishers, full-service support, and full-funnel management.
Scope of the Study
Market Segments Covered in the Report:
By Enterprise Size
- Large Enterprise
- Small & Medium Enterprise
By Platform
- Mobile
- Web
- Others
By Solution
- Demand-side Platforms (DSPs)
- Supply-side Platforms (SSPs)
- Data Management Platforms (DMPs)
- Ad Networks
- Others
By Advertising Type
- Search & Display Advertising
- Mobile Advertising
- Email Marketing
- Programmatic Advertising
- Native Advertising & Others
By Vertical
- Retail & Consumer Goods
- IT & Telecom
- BFSI
- Education
- Healthcare
- Media & Entertainment
- Others
By Geography
- North America
- US
- Canada
- Mexico
- Rest of North America
- Europe
- Germany
- UK
- France
- Russia
- Spain
- Italy
- Rest of Europe
- Asia Pacific
- China
- Japan
- India
- South Korea
- Singapore
- Malaysia
- Rest of Asia Pacific
- LAMEA
- Brazil
- Argentina
- UAE
- Saudi Arabia
- South Africa
- Nigeria
- Rest of LAMEA
Key Market Players
List of Companies Profiled in the Report:
- Adobe, Inc.
- Alibaba Group Holding Limited
- Facebook (Meta Platforms, Inc.)
- Microsoft Corporation
- Google LLC (Alphabet, Inc.)
- X Corp. (Twitter, Inc.)
- Oracle Corporation
- Criteo S.A.
- Amazon.com, Inc.
- Magnite, Inc. (SpotX)
Unique Offerings
- Exhaustive coverage
- The highest number of Market tables and figures
- Subscription-based model available
- Guaranteed best price
- Assured post sales research support with 10% customization free
Table of Contents
Companies Mentioned
- Adobe, Inc.
- Alibaba Group Holding Limited
- Facebook (Meta Platforms, Inc.)
- Microsoft Corporation
- Google LLC (Alphabet, Inc.)
- X Corp. (Twitter, Inc.)
- Oracle Corporation
- Criteo S.A.
- Amazon.com, Inc.
- Magnite, Inc. (SpotX)
Methodology
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