IMARC Group's latest report, titled "AdTech Market by Solution (Demand-Side Platforms (DSPs), Supply-Side Platforms (SSPs), Ad Networks, Data Management Platforms (DMPs), and Others), Advertising Type (Programmatic Advertising, Search Advertising, Display Advertising, Mobile Advertising, Email Marketing, Native Advertising, and Others), Platform (Mobile, Web, and Others), Enterprise Size (Small and Medium-sized Enterprises (SMEs), Large Enterprises), Industry Vertical (Media and Entertainment, BFSI, Education, Retail and Consumer Goods, IT, and Telecom, Healthcare, and Others), and Region 2023-2028," finds that the global AdTech market size reached US$ 470.85 Billion in 2022. Advertising technology (AdTech) comprises a range of software and tools that allow advertisers to connect with their target audiences and execute and evaluate digital ad campaigns. It includes various components such as demand-side platforms, supply-side platforms, ad networks, ad servers, and agency trading desks that empower advertisers to purchase impressions and target audiences across multiple publisher sites. It helps brands, agencies, and advertisers seamlessly manage integrated campaigns and optimize their return on investment (ROI) in digital advertising. It also facilitates media buying and enables advertisers to deliver the right content to the appropriate audiences at the right time, leveraging first-party and third-party insights. In addition, it provides advertisers with increased visibility on the performance of their ad campaigns, allowing them to adjust their strategies and maximize their results. As a result, AdTech is gaining immense traction among various brands as it enables them to quickly reach their target audiences and launch optimized ad campaigns across the globe.
Global AdTech Market Trends:
The surging adoption of digital marketing methods due to their cost-effectiveness, flexibility, and engaging nature represents the primary factor driving the market growth. Moreover, the escalating demand for AdTech from small and medium-sized businesses looking to expand their operations and connect with clients across the globe is positively influencing market growth. Additionally, the surging adoption of AdTech to enhance productivity and streamline the ad buying and planning process has catalyzed market growth. Besides this, the rising use of programmatic advertising, which leverages algorithms and data to target and deliver ads effectively, is propelling market growth. Along with this, the increasing number of businesses turning to privacy-compliant and transparent advertisement practices to ensure the privacy and safety of their client's personal information is another major growth-inducing factor. Furthermore, several key players are incorporating innovative technologies such as virtual reality (VR), artificial intelligence (AI), and the internet of things (IoT) to provide personalized ads that cater to the needs of customers is contributing to the market growth. Other factors, including rising online shopping activities, rapid expansion in the e-commerce industry, and increasing adoption of digital platforms, are also anticipated to drive the market further. Looking forward, IMARC Group expects the market value to reach US$ 825.98 Billion by 2028, expanding at a CAGR of 9.22% during 2023-2028.
- Based on the solution, the market has been divided into demand-side platforms (DSPs), supply-side platforms (SSPs), ad networks, data management platforms (DMPs), and others. At present, demand-side platforms (DSPs) dominate the market, holding the largest market share.
- On the basis of the advertising type, the market has been categorized into programmatic advertising, search advertising, display advertising, mobile advertising, email marketing, native advertising, and others. Amongst these, search advertising accounts for the largest market share.
- The market has been segmented based on the platform into mobile, web, and others. At present, mobile represents the largest market segment.
- On the basis of the enterprise size, the market has been bifurcated into small and medium-sized enterprises (SMEs), and large enterprises. Currently, large enterprises hold the largest market share.
- Based on the industry vertical, the market has been classified into media and entertainment, BFSI, education, retail and consumer goods, IT and telecom, healthcare, and others. Amongst these, retail and consumer goods exhibit a clear dominance in the market.
- Region-wise, North America (the United States and Canada) holds the leading position in the market. Other major regions include Europe (Germany, France, the United Kingdom, Italy, Spain, and others), Asia Pacific (China, Japan, India, South Korea, Australia, Indonesia, and others), Latin America (Brazil, Mexico, and others) and Middle East and Africa.
- The competitive landscape of the market has also been examined, with some of the key players being Adobe Inc., Amazon.com Inc., Criteo, Google LLC (Alphabet Inc.), Meta Platforms Inc., Microsoft Corporation, Oracle Corporation, and The Trade Desk Inc.
|Base Year of the Analysis
||Demand-Side Platforms (DSPs), Supply-Side Platforms (SSPs), Ad Networks, Data Management Platforms (DMPs), Others
|Advertising Types Covered
||Programmatic Advertising, Search Advertising, Display Advertising, Mobile Advertising, Email Marketing, Native Advertising, Others
||Mobile, Web, Others
|Enterprise Sizes Covered
||Small and Medium-sized Enterprises (SMEs), Large Enterprises
|Industry Verticals Covered
||Media and Entertainment, BFSI, Education, Retail and Consumer Goods, IT and Telecom, Healthcare, Others
|| Asia Pacific, Europe, North America, Latin America, Middle East and Africa
||United States, Canada, Germany, France, United Kingdom, Italy, Spain, China, Japan, India, South Korea, Australia, Indonesia, Brazil, Mexico
||Adobe Inc., Amazon.com Inc., Criteo, Google LLC (Alphabet Inc.), Meta Platforms Inc., Microsoft Corporation, Oracle Corporation, The Trade Desk Inc., etc.
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