AdTech Market Size, Share, and Growth Analysis

AdTech Market By Enterprise Type (Large Enterprises, SMEs), By Industry (IT & Telecom, BFSI), By Type (Virtual Desktop Infrastructure, Remote Desktop Services), By Region -Industry Forecast 2024-2031


Report ID: SQMIG45A2435 | Region: Global | Published Date: January, 2025
Pages: 199 |Tables: 154 |Figures: 70

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AdTech Market Insights

Global AdTech Market size was valued at USD 690.63 Billion in 2022 and is poised to grow from USD 845.33 Billion in 2023 to USD 4258.71 Billion by 2031, growing at a CAGR of 22.4% in the forecast period (2024-2031).

The AdTech market has experienced tremendous growth in current years, driven using digital technologies and the Internet. With the tremendous adoption of smartphones and social media, virtual marketing has grown to be a critical part of international advertising and sales strategies. The ongoing shift from traditional marketing to online advertising and marketing is the driving factor for the market growth. The widespread availability of the Internet and the growing number of Internet customers have enabled companies to reach a much wider audience by virtual advertising.

The AdTech market has come to be a dynamic and critical a part of the worldwide virtual economic system, enabling the advertisers to supply more centered, customized and customizable campaigns. When digital channels multiply and consumer data is becoming more accessible, companies use AdTech to refine their advertising strategies and reach the audiences more effectively. However, the market also faces barriers consisting of regulatory changes and user privacy issues that may influence the future scenario. The industry consists of a variety of technologies, such as the programmatic advertising, data analytics, artificial intelligence (AI), demand-side platforms (DSPs), and supply-side platforms (SSPs), all of which help manufacturers spend money on higher marketing and increase engagement.

Market snapshot - (2024-2031)

Global Market Size

USD 690.63 Billion

Largest Segment

Services

Fastest Growth

Demand-side Platforms (DSPs)

Growth Rate

22.4% CAGR

Global AdTech Market ($ Bn)
Country Share for North America Region (%)

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AdTech Market Segments Analysis

The AdTech market is segmented by solution, advertising type, enterprise size, platform, industry vertical, and regional. Based on solution, the market is segmented into demand-side platforms (DSPs), supply-side platforms (SSPs), Ad networks, data management platforms (DMPs), services and others. Based on advertising type, the market is segmented into programmatic advertising, non-programmatic advertising, search advertising, display advertising, mobile advertising, email marketing, native advertising, others. Based on enterprise size, the market is segmented into small and medium enterprise (SME), large enterprise. Based on platform the market is segmented as, mobile, web, others. Based on industry vertical, the market is segmented into media & entertainment, BFSI, education, retail & consumer goods, IT & telecom, healthcare, others. Based on Region the market is segmented as, North America, Asia-Pacific, Europe, Latin America, Middle East and Africa.

Analysis by Solution

As per AdTech market analysis, the services segment dominating during the forecast period. For example, in addition to providing solutions such as data analytics and optimized advertising, the rise of new technologies such as AR/VR offer opportunities for interactive ads, which require specialized services to execute effectively. Services include consulting, campaign management, analytics, and technical support, ensuring the seamless implementation and optimization of AdTech platforms. This segment addresses the growing complexity of digital advertising, offering tailored strategies that maximize return on investment (ROI) and audience engagement. As AdTech platforms become increasingly complex, businesses often rely on service providers to integrate these solutions into their existing ecosystems, ensuring seamless operations and minimal disruptions.

Demand-side platforms (DSPs) segment is the fastest growing with a revenue share of 33.7% during the forecast period. DSPs provide detailed insights into ad performance, offering transparency in metrics such as impressions, click-through rates (CTR), and conversions. Their scalable infrastructure allows advertisers to manage campaigns of varying sizes across multiple channels. DSPs simplify the process of purchasing advertising inventory, making them an attractive option for advertisers. The surge in programmatic advertising has significantly driven the demand for DSPs, as these platforms facilitate the automated procurement of advertising products. As advertisers increasingly demand transparency, scalability, and measurable results, DSPs have evolved to integrate AI and machine learning for predictive analytics, fraud detection, and performance optimization.

Analysis by Advertising Type

The programmatic advertising segment dominated the AdTech market. It is expected to expand rapidly at a CAGR of 23.0% from 2024 to 2031. Functional advertising uses algorithms to streamline the buying and selling of Ad placements, eliminating manual interactions for acquisition benefit advertisers and publishers. As marketers emphasize data-driven targeting and streamlined campaign management, scheduling platforms have emerged as pivotal solutions. Growing mobile advertising and increasing data prices are further increasing programmatic growth. As marketers prioritize data targeting and campaign management, scheduling platforms offer powerful solutions, making them a key force in a rapidly growing market.

The non-programmatic advertising segment is expected to grow at a CAGR of 20.1% between 2024 and 2031 inclusive of contracts. Non-programmatic advertising relies on direct negotiation between advertisers and publishers to secure ad placements, often encompassing sponsorships, premium display locations, or long-term contracts. Advertisers can secure placements on prominent websites or within established programs, fostering brand recognition and achieving targeted audience reach. Additionally, direct communication creates a stronger relationship between brands and publishers, enabling deeper synergies and possible content integration. Non-structured advertising gives brands more power in creative control of their advertising placement, making it easier to create customized messages for specific audiences.

Global AdTech Market By Solution (%)

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AdTech Market Regional Insights

As per AdTech market outlook, the North America region is dominating. North America, particularly the US, has been a leader in digital advertising and in the AdTech market. North America is leading the way in creating new ad technology. Companies in the US are leading the way in program advertising, AI-powered analytics, and data management platforms (DMPs). These innovations are increasingly being used by brands to better capture audience attention. U.S. is one of the largest contributors to global AdTech market, with major companies such as Google, Facebook and Amazon headquartered in the region.

Asia-Pacific is the fastest growing region in the AdTech market, pushed by way of the speedy virtual adoption, e-trade expansion and the improved internet penetration. The market is expected to grow progressively as AdTech technology is followed. Asia Pacific is driven by improvements in internet infrastructure, particularly in countries such as China, India, Japan and South Korea. With the upward thrust of the proliferation of cell devices and internet, digital structures have become reachable to a larger segment. This provides new opportunities for the advertisers to reach different consumers, especially through mobile advertising, which is a factor especially in the workplace.

Global AdTech Market By Geography
  • Largest
  • Fastest

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AdTech Market Dynamics

Drivers

Digital Transformation and Rise of Mobile Advertising

  • The global shift towards digital and mobile platforms has increased the demand for AdTech solutions. Consumers are increasingly accessing content through mobile devices and streaming services; advertisers are shifting their budgets from traditional media to digital platforms for more accurate targeting and the engagement tracking. Mobile commercials constitute a significant part of digital advertising spend, due to the fact manufacturers of smartphones and drugs are aimed toward reaching users.

Advances in Artificial Intelligence and Data Analytics

  • AI and data analytics have become key to advancing AdTech capabilities, enabling the advertisers to analyze consumer behavior and deliver more personalized content. Machine learning algorithms enable the companies to predict consumer preferences, optimize ads and reduce ad spend by reaching the right audience at the right time. Data analytics algorithms can process large amounts of data to tailor campaign strategies that turn it into actionable insights.

Restraints

Stringent Data Privacy Regulations

  • With user privacy concerns on the rise, governments around the world are implementing stricter regulations affecting AdTech practices. Regulations such as the General Data Protection Regulation (GDPR) in Europe, the California Consumer Privacy Act (CCPA) in the US, and other local data protection laws require companies to be more transparent. For AdTech companies, compliance means investing in privacy measures, streamlining data processing, and generally reconfiguring business processes.

Ad Blocking and Consumer Skepticism

  • Widespread adoption of the ad block ad software among purchasers is a mission for the AdTech market. Many customers view online marketing as intrusive, and more use ad blockers to save you disruptive ad stories. As a result, advertisers face difficulties attaining their audience, especially at the platforms in which ad blockers are widely used.

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AdTech Market Competitive Landscape

The AdTech market is a dynamic and fast-evolving industry, characterized by way of fast technological improvements, the increasing demand for centered marketing, and the developing importance of facts analytics in advertising and marketing campaigns. The competition in the AdTech industry is exceptionally fragmented, with a big range of groups spanning throughout diverse segments of the marketing technology ecosystem. These businesses concentrate on regions like demand-facet systems (DSPs), supply-facet platforms (SSPs), facts management platforms (DMPs), advert exchanges, and analytics tools.

Top Players in AdTech Market

  • Adobe
  • Alibaba Group Holding Limited
  • Amazon.com, Inc.
  • Criteo
  • Facebook Incorporation
  • Google Incorporation
  • Microsoft Incorporation
  • SpotX
  • Twitter Incorporation
  • Verizon
  • The Trade Desk
  • Amazon Advertising

Recent Developments

  • In July 2023, Citrix partnered with Twilio, one of the global leaders in customer engagement software. This partnership represents a commitment to deliver an integrated, high-performance solution for the Citrix DaaS and Twilio Flex environments.
  • In September 2022, Microsoft introduced support for password less authentication through Azure AD, implementing a single sign-on functionality for Azure Virtual Desktop. This feature was extended to include Windows Server 2022, Windows 10, Windows 11, and Windows Server 2016 session hosts.
  • In January 2023, OTAVA, LLC, a leading IT service management company, introduced a desktop-as-a-service (DaaS) powered by VMware Horizon DaaS. Designed specifically for the enterprises, the role focuses on providing hosted desktop applications to ensure a secure virtualized infrastructure and improve employee productivity.

AdTech Key Market Trends

AdTech Market SkyQuest Analysis

SkyQuest's ABIRAW (Advanced Business Intelligence, Research & Analysis Wing) is our Business Information Services team that Collects, Collates, Correlates, and Analyses the Data collected by means of Primary Exploratory Research backed by robust Secondary Desk research. 

According to SkyQuest analysis, the AdTech market is fueled by a global shift in digital channels and driven by advances in AI, data analytics and programmatic advertising. However, the market faces notable challenges, together with the internal boundaries and growing uncertainty among customers about virtual advertising, marketing campaign effectiveness and impact on energy. Factors along with the rise of programmatic advertising and the rise of CTV and OTT systems create new customer behavior and technological possibilities. Overall, the AdTech market is poised for continued growth. It will depend on how brands and advertisers are navigating this terrain and as such must adapt to changing data practices and consumer expectations to compete and survive in an increasingly digital world. Key drivers such as the rise of mobile and digital platforms and AI-driven data analytics have accelerated the AdTech market growth and spurred innovation.

Report Metric Details
Market size value in 2022 USD 690.63 Billion
Market size value in 2031 USD 4258.71 Billion
Growth Rate 22.4%
Base year 2024
Forecast period (2024-2031)
Forecast Unit (Value) USD Billion
Segments covered
  • Solution
    • Demand-side Platforms (DSPs), Supply-side Platforms (SSPs), Ad Networks, Data Management Platforms (DMPs), Services, and Others
  • Enterprise Size
    • Small And Medium Enterprise (SME) and Large Enterprise
  • Advertising Type
    • Programmatic Advertising, Non-programmatic Advertising, Search Advertising, Display Advertising, Mobile Advertising, Email Marketing, Native Advertising, and Others
  • Platform
    • Mobile, Web, and Others
  • Industry Vertical
    • Media & Entertainment, BFSI, Education, Retail & Consumer Goods, IT & Telecom, Healthcare, and Others
Regions covered North America (US, Canada), Europe (Germany, France, United Kingdom, Italy, Spain, Rest of Europe), Asia Pacific (China, India, Japan, Rest of Asia-Pacific), Latin America (Brazil, Rest of Latin America), Middle East & Africa (South Africa, GCC Countries, Rest of MEA)
Companies covered
  • Adobe
  • Alibaba Group Holding Limited
  • Amazon.com, Inc.
  • Criteo
  • Facebook Incorporation
  • Google Incorporation
  • Microsoft Incorporation
  • SpotX
  • Twitter Incorporation
  • Verizon
  • The Trade Desk
  • Amazon Advertising
Customization scope

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  • Company profile
  • Market dynamics & outlook
  • Region

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Table Of Content

Executive Summary

Market overview

  • Exhibit: Executive Summary – Chart on Market Overview
  • Exhibit: Executive Summary – Data Table on Market Overview
  • Exhibit: Executive Summary – Chart on AdTech Market Characteristics
  • Exhibit: Executive Summary – Chart on Market by Geography
  • Exhibit: Executive Summary – Chart on Market Segmentation
  • Exhibit: Executive Summary – Chart on Incremental Growth
  • Exhibit: Executive Summary – Data Table on Incremental Growth
  • Exhibit: Executive Summary – Chart on Vendor Market Positioning

Parent Market Analysis

Market overview

Market size

  • Market Dynamics
    • Exhibit: Impact analysis of DROC, 2021
      • Drivers
      • Opportunities
      • Restraints
      • Challenges
  • SWOT Analysis

KEY MARKET INSIGHTS

  • Technology Analysis
    • (Exhibit: Data Table: Name of technology and details)
  • Pricing Analysis
    • (Exhibit: Data Table: Name of technology and pricing details)
  • Supply Chain Analysis
    • (Exhibit: Detailed Supply Chain Presentation)
  • Value Chain Analysis
    • (Exhibit: Detailed Value Chain Presentation)
  • Ecosystem Of the Market
    • Exhibit: Parent Market Ecosystem Market Analysis
    • Exhibit: Market Characteristics of Parent Market
  • IP Analysis
    • (Exhibit: Data Table: Name of product/technology, patents filed, inventor/company name, acquiring firm)
  • Trade Analysis
    • (Exhibit: Data Table: Import and Export data details)
  • Startup Analysis
    • (Exhibit: Data Table: Emerging startups details)
  • Raw Material Analysis
    • (Exhibit: Data Table: Mapping of key raw materials)
  • Innovation Matrix
    • (Exhibit: Positioning Matrix: Mapping of new and existing technologies)
  • Pipeline product Analysis
    • (Exhibit: Data Table: Name of companies and pipeline products, regional mapping)
  • Macroeconomic Indicators

COVID IMPACT

  • Introduction
  • Impact On Economy—scenario Assessment
    • Exhibit: Data on GDP - Year-over-year growth 2016-2022 (%)
  • Revised Market Size
    • Exhibit: Data Table on AdTech Market size and forecast 2021-2027 ($ million)
  • Impact Of COVID On Key Segments
    • Exhibit: Data Table on Segment Market size and forecast 2021-2027 ($ million)
  • COVID Strategies By Company
    • Exhibit: Analysis on key strategies adopted by companies

MARKET DYNAMICS & OUTLOOK

  • Market Dynamics
    • Exhibit: Impact analysis of DROC, 2021
      • Drivers
      • Opportunities
      • Restraints
      • Challenges
  • Regulatory Landscape
    • Exhibit: Data Table on regulation from different region
  • SWOT Analysis
  • Porters Analysis
    • Competitive rivalry
      • Exhibit: Competitive rivalry Impact of key factors, 2021
    • Threat of substitute products
      • Exhibit: Threat of Substitute Products Impact of key factors, 2021
    • Bargaining power of buyers
      • Exhibit: buyers bargaining power Impact of key factors, 2021
    • Threat of new entrants
      • Exhibit: Threat of new entrants Impact of key factors, 2021
    • Bargaining power of suppliers
      • Exhibit: Threat of suppliers bargaining power Impact of key factors, 2021
  • Skyquest special insights on future disruptions
    • Political Impact
    • Economic impact
    • Social Impact
    • Technical Impact
    • Environmental Impact
    • Legal Impact

Market Size by Region

  • Chart on Market share by geography 2021-2027 (%)
  • Data Table on Market share by geography 2021-2027(%)
  • North America
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • USA
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Canada
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
  • Europe
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • Germany
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Spain
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • France
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • UK
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Rest of Europe
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
  • Asia Pacific
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • China
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • India
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Japan
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • South Korea
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Rest of Asia Pacific
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
  • Latin America
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • Brazil
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Rest of South America
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
  • Middle East & Africa (MEA)
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • GCC Countries
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • South Africa
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Rest of MEA
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)

KEY COMPANY PROFILES

  • Competitive Landscape
    • Total number of companies covered
      • Exhibit: companies covered in the report, 2021
    • Top companies market positioning
      • Exhibit: company positioning matrix, 2021
    • Top companies market Share
      • Exhibit: Pie chart analysis on company market share, 2021(%)

Methodology

For the AdTech Market, our research methodology involved a mixture of primary and secondary data sources. Key steps involved in the research process are listed below:

1. Information Procurement: This stage involved the procurement of Market data or related information via primary and secondary sources. The various secondary sources used included various company websites, annual reports, trade databases, and paid databases such as Hoover's, Bloomberg Business, Factiva, and Avention. Our team did 45 primary interactions Globally which included several stakeholders such as manufacturers, customers, key opinion leaders, etc. Overall, information procurement was one of the most extensive stages in our research process.

2. Information Analysis: This step involved triangulation of data through bottom-up and top-down approaches to estimate and validate the total size and future estimate of the AdTech Market.

3. Report Formulation: The final step entailed the placement of data points in appropriate Market spaces in an attempt to deduce viable conclusions.

4. Validation & Publishing: Validation is the most important step in the process. Validation & re-validation via an intricately designed process helped us finalize data points to be used for final calculations. The final Market estimates and forecasts were then aligned and sent to our panel of industry experts for validation of data. Once the validation was done the report was sent to our Quality Assurance team to ensure adherence to style guides, consistency & design.

Analyst Support

Customization Options

With the given market data, our dedicated team of analysts can offer you the following customization options are available for the AdTech Market:

Product Analysis: Product matrix, which offers a detailed comparison of the product portfolio of companies.

Regional Analysis: Further analysis of the AdTech Market for additional countries.

Competitive Analysis: Detailed analysis and profiling of additional Market players & comparative analysis of competitive products.

Go to Market Strategy: Find the high-growth channels to invest your marketing efforts and increase your customer base.

Innovation Mapping: Identify racial solutions and innovation, connected to deep ecosystems of innovators, start-ups, academics, and strategic partners.

Category Intelligence: Customized intelligence that is relevant to their supply Markets will enable them to make smarter sourcing decisions and improve their category management.

Public Company Transcript Analysis: To improve the investment performance by generating new alpha and making better-informed decisions.

Social Media Listening: To analyze the conversations and trends happening not just around your brand, but around your industry as a whole, and use those insights to make better Marketing decisions.

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FAQs

Global AdTech Market size was valued at USD 690.63 Billion in 2022 and is poised to grow from USD 845.33 Billion in 2023 to USD 4258.71 Billion by 2031, growing at a CAGR of 22.4% in the forecast period (2024-2031).

The AdTech market is a dynamic and fast-evolving industry, characterized by way of fast technological improvements, the increasing demand for centered marketing, and the developing importance of facts analytics in advertising and marketing campaigns. The competition in the AdTech industry is exceptionally fragmented, with a big range of groups spanning throughout diverse segments of the marketing technology ecosystem. These businesses concentrate on regions like demand-facet systems (DSPs), supply-facet platforms (SSPs), facts management platforms (DMPs), advert exchanges, and analytics tools. 'Adobe', 'Alibaba Group Holding Limited', 'Amazon.com, Inc.', 'Criteo', 'Facebook Incorporation', 'Google Incorporation', 'Microsoft Incorporation', 'SpotX', 'Twitter Incorporation', 'Verizon', 'The Trade Desk', 'Amazon Advertising'

The global shift towards digital and mobile platforms has increased the demand for AdTech solutions. Consumers are increasingly accessing content through mobile devices and streaming services; advertisers are shifting their budgets from traditional media to digital platforms for more accurate targeting and the engagement tracking. Mobile commercials constitute a significant part of digital advertising spend, due to the fact manufacturers of smartphones and drugs are aimed toward reaching users.

Advances in Programmatic Advertising: Functional advertising has become a major force in the AdTech landscape, automating ad buys and enabling advertisers to better target audiences. This approach uses algorithms to buy and sell digital advertising in real time, making campaigns more flexible, efficient and responsive to consumer behavior. As more companies embrace programmatic advertising, investment in this area is expected to increase.

As per AdTech market outlook, the North America region is dominating. North America, particularly the US, has been a leader in digital advertising and in the AdTech market. North America is leading the way in creating new ad technology. Companies in the US are leading the way in program advertising, AI-powered analytics, and data management platforms (DMPs). These innovations are increasingly being used by brands to better capture audience attention. U.S. is one of the largest contributors to global AdTech market, with major companies such as Google, Facebook and Amazon headquartered in the region.

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