AdTech Market Share, Size, Trends, Industry Analysis Report, By Offering (DSPs, SSPs, Ad Networks), By Advertising Type, By Advertising Channel, By Enterprise Size, By Deployment, By Platform, By Industry Vertical, By Region, And Segment Forecasts, 2024 - 2032
- Published Date:Apr-2024
- Pages: 119
- Format: PDF
- Report ID: PM4779
- Base Year: 2023
- Historical Data: 2019-2022
Report Outlook
AdTech Market size was valued at USD 960.48 million in 2023. The market is anticipated to grow from USD 1,099.36 million in 2024 to USD 3,269.38 million by 2032, exhibiting the CAGR of 14.6% during the forecast period.
Market Overview
The AdTech market trends is poised for substantial growth in the forecast period, driven by rising demand for data-driven marketing approaches. Increased utilization of audio streaming and podcasts for advertising, along with the widespread use of smartphones facilitating enhanced mobile optimization & in-app advertising, further fuels this expansion. The widespread adoption of smartphones has significantly increased the demand for AdTech solutions, especially in mobile optimization and in-app advertising. With users increasingly relying on mobile devices for various tasks, advertisers must prioritize a mobile-first approach, ensuring that content and ad campaigns offer a seamless experience on smartphones.
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- According to an article published in Time of India (ToI) in April 2023, CTV ad spending is projected to increase from $14.11 million in 2022 to $18.29 million in 2024. The volume of ad inventory is set to expand as streaming services like Netflix and Disney+ introduce ad-supported tiers. The utilization of data-driven connected TV (CTV) is expected to surge even more, considering that over 68% of TV viewing is already happening on streaming devices.
Advertisers are utilizing this relevant advertising medium to engage users with interactive ad formats, while app developers benefit from monetization opportunities. Within this mobile-focused environment, programmatic mobile advertising enhances efficiency and accuracy, enabling data-driven targeting and cross-device tracking to ensure consistent and effective ad delivery across mobile platforms and devices.
AdTech companies understand the significance of forming strategic alliances, as evidenced by the considerable number of partnerships and collaborative efforts within the industry. Ad agencies, technology firms, and data providers often join forces to foster a collaborative ecosystem. Such partnerships enhance data capabilities, streamline the advertising process, and yield comprehensive solutions. AdTech firms acknowledge the importance of working together to tackle industry challenges and seize new opportunities.
Growth Drivers
- Data driven AdTech innovations
The increasing demand for immersive experiences evidences the rising popularity of AR and VR. AdTech solutions can capitalize on this trend by delivering captivating, interactive ad formats. Users are embracing AR and VR across various domains, including gaming, education, and training, expanding the potential for AdTech to provide engaging and immersive ad experiences. Through the integration of AR and VR into advertising campaigns, AdTech solutions can enrich user interactions, offering advertisers a compelling platform to connect with their target demographics. This drives ongoing adoption of AdTech solutions as advertisers seek more impactful advertising avenues.
- Emergence of personalization and programmatic advertising
As data continues to proliferate and AI gains prominence, advertisers are placing greater emphasis on personalization in their advertising endeavors. This shift is propelled by the increasing significance of customer experience and the necessity to convey tailored advertising messages. Personalization enables advertisers to present relevant advertisements to individuals according to their demographics, preferences, and actions. By harnessing data-driven insights to guide creative messaging, targeting, and distribution, advertisers can craft compelling and personalized experiences for their audience. Consequently, this approach can foster heightened engagement, conversion rates, and brand loyalty.
Programmatic advertising involves utilizing software to purchase and sell advertising space instantly. This method empowers advertisers to efficiently target precise audiences, resulting in enhanced return on investment (ROI). The popularity of programmatic advertising is on the rise as advertisers aim to optimize their advertising budgets and effectively reach their desired demographics. Leveraging machine learning algorithms, programmatic platforms continuously refine campaigns in real-time, leading to improved performance and cost-effective utilization of advertising funds.
Restraining Factors
- Presence of Ad-Blocking Bypass Solutions
The emergence of ad-blocking bypass solutions presents a complex obstacle to the widespread adoption of AdTech solutions in the market. These tools disrupt the user experience and erode trust, as individuals resort to ad-blockers to mitigate intrusive advertisements. The ongoing conflict between ad-blockers & bypass solution developers diminishes the efficacy of campaigns aimed at bypassing users, frequently resulting in diminished engagement and conversion rates. Privacy apprehensions, adverse brand perception, legal and ethical complexities, and resource-intensive development efforts further compound the challenges in this arena.
Report Segmentation
The market is primarily segmented based on offering, advertisement type, channel, enterprise size, deployment, platform, vertical, and region.
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By Offering |
By Advertising Type |
By Advertising Channel |
By Enterprise Size |
By Deployment |
By Vertical |
By Region |
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By Offering Analysis
- Data management platforms segment is expected to witness the highest growth during the forecast period
The data management platforms segment will grow rapidly over the anticipated period. DMPs facilitate businesses in aggregating, storing, and analyzing extensive datasets sourced from diverse channels like websites, applications, and data partners. The escalating adoption of digital platforms has empowered enterprises to amass substantial volumes of data stemming from website interactions, mobile application usage, and social media engagements. Providing advertisers with a centralized solution, DMPs enable efficient management and activation of accumulated data. Continuous enhancements in artificial intelligence, machine learning, and big data analytics have facilitated real-time data analysis, thereby enhancing insights and targeted capabilities.
The demand side platforms (DSPs) segment led the AdTech market size with a substantial revenue share during the forecast period. DSPs streamline the procurement of advertising inventory, enhancing efficiency and effectiveness in the process. Moreover, they provide advanced targeting features, making them appealing to advertisers seeking precise audience targeting and campaign optimization. The surge of programmatic advertising has spurred an increased demand for DSPs, given their ability to facilitate the efficient and effective purchase of programmatic advertising inventory. With their advanced targeting capabilities, DSPs enable advertisers to efficiently reach specific audiences and enhance campaign performance, surpassing the efficacy of traditional advertising methods.
By Advertising Type Analysis
- Search advertising segment accounted for the largest market share in 2023
Search engine advertising segment accounted for the largest market share in 2023. Search advertising entails the presentation of ads on search engine results pages (SERPs) in response to specific user search queries. Advertisers favor this form of advertisement due to its targeted nature, as the ads are displayed to users actively seeking relevant products or services.
The mobile advertising segment will grow at a substantial pace during forecast period. This is primarily due to the increasing adoption of smartphones and other mobile devices. Mobile ads are showcased on mobile apps and websites, targeting users who browse the internet on their mobile devices. Additionally, technological advancements like programmatic advertising and beacon technology are enhancing the functionalities of mobile advertising.
Regional Insights
- North America region registered the largest share of the global market in 2023
North America dominated the market in 2023. The extensive adoption of digital advertising drives the region's growth. Businesses are leveraging data to gain deeper insights into their target audiences and enhance the effectiveness of their advertising investments. Consequently, there has been a notable surge in the adoption of Data Management Platforms (DMPs) and marketing analytics platforms, enabling companies to gather, analyze, and leverage data for crafting advertising strategies.
Asia Pacific will grow at a rapid pace during the forecast period. This growth is fueled by expanding population and increasing disposable income in the region. China & Japan stand out as technologically advanced nations in the region, leading to greater internet usage, smartphone ownership, and mobile device penetration rates.
Key Market Players & Competitive Insights
- Strategic expansion initiatives to drive the competition
The AdTech market players exhibits a remarkably high level of innovation, with companies constantly pushing boundaries to create distinctive solutions. Leveraging artificial intelligence, machine learning, and enhanced targeting methodologies, they introduce groundbreaking techniques such as personalized ad experiences, programmatic advertising, and real-time bidding, thereby reshaping the market landscape.
Some of the major players operating in the global market include:
- Adform (Denmark)
- Adobe (US)
- Amazon (US)
- Basis Technologies (US)
- Celtra (US)
- Criteo (France)
- Demandbase (US)
- DoubleVerify (US)
- Google (US)
- Innovid (US)
- Luna (US)
- Mediaocean (US)
- Meta (US)
- Microsoft (US)
- NextRoll (US)
- Quantcast (US)
- The millionade Desk (US)
- Yahoo (US)
- Zeta (US)
Recent Developments in the Industry
- In August 2023, Meta acquired Kustomer, a customer relationship management (CRM) platform, for USD 1 million, which is perceived as a strategic move to broaden Meta's advertising business by incorporating additional customer data sources.
- In June 2023, Alphabet Inc. unveiled two AI-driven advertising solutions, named Demand Gen and Video View, aimed at assisting advertisers in stimulating demand and enhancing engagement with their desired audiences. These advancements underscore Google's ongoing commitment to harnessing AI technology within the advertising sphere.
Report Coverage
The AdTech market report emphasizes on key regions across the globe to provide better understanding of the product to the users. Also, the report provides market insights into recent developments, trends and analyzes the technologies that are gaining traction around the globe. Furthermore, the report covers in-depth qualitative analysis pertaining to various paradigm shifts associated with the transformation of these solutions.
The report provides detailed analysis of the market while focusing on various key aspects such as competitive analysis, offering, advertisement type, channel, enterprise size, deployment, platform, vertical, and their futuristic growth opportunities.
AdTech Market Report Scope
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Report Attributes |
Details |
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Market size value in 2024 |
USD 1,099.36 million |
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Revenue forecast in 2032 |
USD 3,269.38 million |
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CAGR |
14.6% from 2024 – 2032 |
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Base year |
2023 |
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Historical data |
2019 – 2022 |
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Forecast period |
2024 – 2032 |
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Quantitative units |
Revenue in USD million and CAGR from 2024 to 2032 |
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Segments covered |
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Regional scope |
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Competitive Landscape |
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Report Format |
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Customization |
Report customization as per your requirements with respect to countries, region, and segmentation. |
FAQ's
AdTech Market Size Worth $ 3,269.38 Million By 2032
The top market players in AdTech Market are Adform, Adobe, Amazon, Basis Technologies, Celtra, Criteo, Demandbase, and DoubleVerify.
North America is the region contribute notably towards the AdTech Market.
AdTech Market exhibiting the CAGR of 14.6% during the forecast period.
AdTech Market report covering key segments are offering, advertisement type, channel, enterprise size, deployment, platform, vertical, and region
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