Global AdTech Market to Reach US$ 1,132.5 Billion by 2032, Impelled by Increasing Adoption of Digital Marketing Methods

April 17, 2023 | Technology & Media

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 2024-2032," finds that the global AdTech market size reached US$ 519.0 Billion in 2023. 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$ 1,132.5 Billion by 2032, expanding at a CAGR of 8.94% during 2024-2032.

Market Summary:

  • 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., Inc., Criteo, Google LLC (Alphabet Inc.), Meta Platforms Inc., Microsoft Corporation, Oracle Corporation, and The Trade Desk Inc. 

Report Coverage:

Report Features Details
Base Year of the Analysis 2023
Historical Period 2018-2023
Forecast Period 2024-2032
Units US$ Billion
Solutions Covered 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
Platforms Covered 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
Regions Covered  Asia Pacific, Europe, North America, Latin America, Middle East and Africa
Countries Covered United States, Canada, Germany, France, United Kingdom, Italy, Spain, China, Japan, India, South Korea, Australia, Indonesia, Brazil, Mexico
Companies Covered Adobe Inc., Inc., Criteo, Google LLC (Alphabet Inc.), Meta Platforms Inc., Microsoft Corporation, Oracle Corporation, The Trade Desk Inc., etc.
Customization Scope 10% Free Customization
Report Price and Purchase Option Single User License: US$ 3899
Five User License: US$ 4899
Corporate License: US$ 5899
Post-Sale Analyst Support 10-12 Weeks
Delivery Format PDF and Excel through Email (We can also provide the editable version of the report in PPT/Word format on special request)

About Us:

IMARC Group is a leading market research company that offers management strategy and market research worldwide. We partner with clients in all sectors and regions to identify their highest-value opportunities, address their most critical challenges, and transform their businesses.

IMARC’s information products include major market, scientific, economic and technological developments for business leaders in pharmaceutical, industrial, and high technology organizations. Market forecasts and industry analysis for biotechnology, advanced materials, pharmaceuticals, food and beverage, travel and tourism, nanotechnology and novel processing methods are at the top of the company’s expertise.

Contact Us:

134 N 4th St.
Brooklyn, NY 11249, USA
Americas:- +1 631 791 1145 | Africa and Europe :- +44-753-713-2163 | Asia: +91-120-433-0800

Need more help?

  • Speak to our experienced analysts for insights on the current market scenarios.
  • Include additional segments and countries to customize the report as per your requirement.
  • Gain an unparalleled competitive advantage in your domain by understanding how to utilize the report and positively impacting your operations and revenue.
  • For further assistance, please connect with our analysts.
Global AdTech Market to Reach US$ 1,132.5 Billion by 2032, Impelled by Increasing Adoption of Digital Marketing Methods
Purchase options

Benefits of Customization

Personalize this research

Triangulate with your data

Get data as per your format and definition

Gain a deeper dive into a specific application, geography, customer, or competitor

Any level of personalization

Get in Touch With Us

Phone: +1-631-791-1145


Phone: +91-120-433-0800


Phone: +44-753-714-6104


Client Testimonials

Aktive Services

IMARC made the whole process easy. Everyone I spoke with via email was polite, easy to deal with, kept their promises regarding delivery timelines and were solutions focused. From my first contact, I was grateful for the professionalism shown by the whole IMARC team. I recommend IMARC to all that need timely, affordable information and advice. My experience with IMARC was excellent and I can not fault it.

Read More
Greenfish S.A.

The IMARC team was very reactive and flexible with regard to our requests. A very good overall experience. We are happy with the work that IMARC has provided, very complete and detailed. It has contributed to our business needs and provided the market visibility that we required

Read More
Colruyt Group

We were very happy with the collaboration between IMARC and Colruyt. Not only were your prices competitive, IMARC was also pretty fast in understanding the scope and our needs for this project. Even though it was not an easy task, performing a market research during the COVID-19 pandemic, you were able to get us the necessary information we needed. The IMARC team was very easy to work with and they showed us that it would go the extra mile if we needed anything extra

Read More

Last project executed by your team was as per our expectations. We also would like to associate for more assignments this year. Kudos to your team.

Read More
Zee Media Corp. Ltd.

We would be happy to reach out to IMARC again, if we need Market Research/Consulting/Consumer Research or any associated service. Overall experience was good, and the data points were quite helpful.

Read More
Arabian Plastic Manufacturing Company Ltd.

The figures of market study were very close to our assumed figures. The presentation of the study was neat and easy to analyse. The requested details of the study were fulfilled. My overall experience with the IMARC Team was satisfactory.

Read More
Sumitomo Corporation

The overall cost of the services were within our expectations. I was happy to have good communications in a timely manner. It was a great and quick way to have the information I needed.

Read More
Hameln Rds

My questions and concerns were answered in a satisfied way. The costs of the services were within our expectations. My overall experience with the IMARC Team was very good.

Read More
Quality Consultants BV

I agree the report was timely delivered, meeting the key objectives of the engagement. We had some discussion on the contents, adjustments were made fast and accurate. The response time was minimum in each case. Very good. You have a satisfied customer.

Read More
TATA Advanced Systems Limited

We would be happy to reach out to IMARC for more market reports in the future. The response from the account sales manager was very good. I appreciate the timely follow ups and post purchase support from the team. My overall experience with IMARC was good.

Read More

IMARC was a good solution for the data points that we really needed and couldn't find elsewhere. The team was easy to work, quick to respond, and flexible to our customization requests.

Read More