조사회사 : MarketsandMarkets (마켓츠앤마켓츠) 출판년월 : 2023년11월
AdTech Market – Global Forecast to 2028
애드테크 시장 : 제공 내용 [소프트웨어 도구/플랫폼(DSP, SSP, DMP, Ad Exchange, 광고 네트워크), 서비스), 마케팅 채널(모바일 앱, 웹사이트, 소셜 미디어), 광고 유형(프로그래매틱, 검색, 디스플레이), 산업 , 지역별 – 2030년까지의 세계 예측
AdTech Market by Offering (Software Tools/Platform (DSPs, SSPs, DMPs, Ad exchange, Ad networks), Services), Marketing Channel (Mobile Apps, Website, Social Media), Advertising type (Programmatic, Search, Display), Vertical and Region – Global Forecast to 2030
| 페이지 수 | 291 |
| 도표 수 | 336 |
| 구성 | 영문조사보고서 |
| 가격 |
Report Overview
The AdTech market is projected to grow from USD 579.4 billion in 2023 to USD 1,496.2 billion by 2030, at a compound annual growth rate (CAGR) of 14.5% during the forecast period. The market is anticipated to grow due to the proliferation of smartphones for greater mobile optimization and in-app advertising.
By mode of interface, mobile AdTech software to register for the larger market size during forecast period
The solution segment by mode of interface includes desktop Adtech software and mobile Adtech Software. Advertisers focus on creating responsive and engaging mobile ads that seamlessly integrate into apps, mobile websites, and social media platforms. Advancements in mobile AdTech include innovative ad formats, such as interactive and video advertising, and location-based targeting to deliver hyper-localized content. Mobile AdTech solutions are adapting to the evolving digital landscape, embracing technology, and enhancing user engagement while adhering to privacy and compliance regulations.
By advertising media, the digital advertising segment to register fastest-growing CAGR during the forecast period
Digital advertising within the AdTech market has become integral to modern marketing strategies. It involves using digital channels, such as websites, social media, search engines, and mobile apps, to promote products, services, or brands. In digital advertising, AdTech tools and platforms are employed to create, target, deliver, and optimize ad campaigns to reach specific audiences. The widespread adoption of the internet and mobile devices has expanded the digital advertising landscape, providing access to a vast and diverse online audience.
North America to witness the largest market size during the forecast period
North America is experiencing significant technological growth in the AdTech market, driven by various factors shaping the advertising and marketing sector landscape. The ongoing shift from traditional to digital advertising also contributes to market growth, as companies increasingly allocate their budgets to online channels. In the wake of data privacy concerns, both the US and Canada have implemented regulations, such as GDPR and CCPA, influencing the way AdTech companies collect and handle user data, emphasizing the importance of compliance and transparency in the industry
Breakdown of primaries
In-depth interviews were conducted with Chief Executive Officers (CEOs), innovation and technology directors, system integrators, and executives from various key organizations operating in the AdTech market.
§ By Company: Tier I: 38%, Tier II: 50%, and Tier III: 12%
§ By Designation: C-Level Executives: 35%, D-Level Executives: 40%, and Managers: 25%
§ By Region: North America: 40%, Europe: 30%, Asia Pacific: 20%, and Middle East and Africa- 5%, Latin America-5%
The report includes the study of key players offering AdTech solutions. It profiles major vendors in the AdTech market. The major players in the AdTech market include Meta (US), Google (US), Amazon (US), Adobe (US), Yahoo (US), Zeta (US), Microsoft (US), Celtra (US), Basis Technologies (US), Luna (US), NextRoll (US), Quantcast (US), Criteo (France), Affle (India), InMobi (India), Demandbase (US), The Trade Desk (US), Adform (Denmark), Equativ (France), Tremor International (Israel), Innovid (US), Mediaocean (US), DoubleVerify (US), Magnite (US), Copy.ai (US), Nickelytics (US), C Wire (Switzerland), Cavai (Norway), Titan Digital (US), Glimpse Protocol (UK), StackAdapt (Canada), Cosmose AI (Singapore), Vidsy (UK), and Linkby (Australia).
Research Coverage
The AdTech market research study involved extensive secondary sources, directories, journals, and paid databases. Primary sources were mainly industry experts from the core and related industries, preferred AdTech providers, third-party service providers, consulting service providers, end users, and other commercial enterprises. In-depth interviews were conducted with various primary respondents, including key industry participants and subject matter experts, to obtain and verify critical qualitative and quantitative information, and assess the market’s prospects.
Key Benefits of Buying the Report
The report would provide the market leaders/new entrants in this market with information on the closest approximations of the revenue numbers for the overall AdTech market and its subsegments. It would help stakeholders understand the competitive landscape and gain more insights better to position their business and plan suitable go-to-market strategies. It also helps stakeholders understand the pulse of the market and provides them with information on key market drivers, restraints, challenges, and opportunities.
The report provides insights on the following pointers:
• Analysis of key drivers (Proliferation of smartphones for greater mobile optimization and in-app advertising, increasing demand for data-informed marketing strategies and growing popularity of audio streaming and podcasts for advertising), restraints (Stringent privacy regulations and security concerns and inaccurate data quality and accuracy), opportunities (Enabling AI and ML technologies for hyper-personalized user experience, focus on voice-activated ads and conversational advertising and widespread adoption of AR and VR technologies for more interactive and immersive ad experiences), and challenges (Presence of Ad-Blocking Bypass Solutions and lack of standardized viewability metrics).
• Product Development/Innovation: Detailed insights on upcoming technologies, research & development activities, and new product & service launches in the AdTech market
• Market Development: Comprehensive information about lucrative markets – the report analyses the AdTech market across varied regions
• Market Diversification: Exhaustive information about new products & services, untapped geographies, recent developments, and investments in the AdTech market
• Competitive Assessment: In-depth assessment of market shares, growth strategies and service offerings of leading players like include Meta (US), Google (US), Amazon (US), Adobe (US), Yahoo (US), Zeta (US), among others in the AdTech market strategies. The report also helps stakeholders understand the AdTech market’s pulse and provides information on key market drivers, restraints, challenges, and opportunities.
Table of Contents
1 INTRODUCTION 40
1.1 STUDY OBJECTIVES 40
1.2 MARKET DEFINITION 40
1.3 STUDY SCOPE 41
1.3.1 MARKET SEGMENTATION 41
1.3.2 INCLUSIONS AND EXCLUSIONS 42
1.3.3 REGIONS COVERED 43
1.4 YEARS CONSIDERED 43
1.5 CURRENCY CONSIDERED 44
1.6 STAKEHOLDERS 44
2 RESEARCH METHODOLOGY 45
2.1 RESEARCH DATA 45
FIGURE 1 ADTECH MARKET: RESEARCH DESIGN 45
2.1.1 SECONDARY DATA 46
2.1.2 PRIMARY DATA 46
TABLE 1 PRIMARY INTERVIEWS 46
2.1.2.1 Breakdown of primary interviews 47
2.1.2.2 Key industry insights 47
2.2 DATA TRIANGULATION 48
FIGURE 2 DATA TRIANGULATION 48
2.3 MARKET SIZE ESTIMATION 49
FIGURE 3 ADTECH MARKET: TOP-DOWN AND BOTTOM-UP APPROACHES 49
2.3.1 TOP-DOWN APPROACH 49
2.3.2 BOTTOM-UP APPROACH 50
FIGURE 4 ADTECH MARKET SIZE ESTIMATION METHODOLOGY – APPROACH 1, BOTTOM-UP (SUPPLY-SIDE): COLLECTIVE REVENUE FROM ALL SOLUTIONS/SERVICES 50
FIGURE 5 ADTECH MARKET SIZE ESTIMATION METHODOLOGY – APPROACH 2, BOTTOM-UP (SUPPLY-SIDE): COLLECTIVE REVENUE FROM ALL SOLUTIONS/SERVICES 51
FIGURE 6 ADTECH MARKET SIZE ESTIMATION METHODOLOGY – APPROACH 3, BOTTOM-UP (SUPPLY-SIDE): COLLECTIVE REVENUE FROM ALL SOLUTIONS/SERVICES 51
FIGURE 7 ADTECH MARKET SIZE ESTIMATION METHODOLOGY – APPROACH 4, BOTTOM-UP (DEMAND-SIDE): SHARE OF ADTECH SOLUTIONS AND SERVICES THROUGH OVERALL SPENDING 52
2.4 MARKET FORECAST 53
TABLE 2 FACTOR ANALYSIS 53
2.5 RESEARCH ASSUMPTIONS 54
2.6 LIMITATIONS AND RISK ASSESSMENT 55
2.7 RECESSION IMPACT 56
TABLE 3 RECESSION IMPACT 57
3 EXECUTIVE SUMMARY 58
TABLE 4 ADTECH MARKET SIZE AND GROWTH RATE, 2019–2022 (USD BILLION, Y-O-Y %) 59
TABLE 5 ADTECH MARKET SIZE AND GROWTH RATE, 2023–2030 (USD BILLION, Y-O-Y %) 59
FIGURE 8 SOLUTIONS SEGMENT TO DOMINATE MARKET IN 2023 60
FIGURE 9 DSPS SEGMENT TO ACCOUNT FOR LARGEST SHARE IN 2023 60
FIGURE 10 ON-PREMISES SEGMENT TO DOMINATE MARKET IN 2023 61
FIGURE 11 DESKTOP SEGMENT TO DOMINATE ADTECH SOLUTIONS MARKET IN 2023 61
FIGURE 12 PROFESSIONAL SERVICES SEGMENT TO DOMINATE MARKET IN 2023 61
FIGURE 13 SYSTEM INTEGRATION & IMPLEMENTATION SEGMENT TO LEAD MARKET IN 2023 62
FIGURE 14 PROGRAMMATIC ADVERTISING SEGMENT TO ACCOUNT FOR LARGEST MARKET IN 2023 62
FIGURE 15 TELEVISION ADVERTISING SEGMENT TO ACCOUNT FOR LARGEST SHARE IN 2023 62
FIGURE 16 BFSI SEGMENT TO GROW AT HIGHEST CAGR IN 2023 63
FIGURE 17 ASIA PACIFIC TO GROW AT HIGHEST CAGR DURING FORECAST PERIOD 63
4 PREMIUM INSIGHTS 64
4.1 ATTRACTIVE OPPORTUNITIES FOR PLAYERS IN ADTECH MARKET 64
FIGURE 18 INCREASING DEMAND FOR DATA-INFORMED MARKETING STRATEGIES TO DRIVE MARKET GROWTH 64
4.2 IMPACT OF RECESSION ON ADTECH MARKET 65
FIGURE 19 ADTECH MARKET TO WITNESS MINOR DECLINE IN Y-O-Y GROWTH IN 2023 65
4.3 ADTECH MARKET: TOP THREE ADVERTISING TYPES 65
FIGURE 20 NATIVE ADVERTISING SEGMENT TO GROW AT HIGHEST CAGR DURING FORECAST PERIOD 65
4.4 NORTH AMERICA: ADTECH MARKET, BY OFFERING AND KEY VERTICAL 66
FIGURE 21 SOLUTIONS AND MEDIA & ENTERTAINMENT SEGMENTS TO ACCOUNT FOR SIGNIFICANT SHARE IN 2023 66
4.5 ADTECH MARKET, BY REGION 66
FIGURE 22 NORTH AMERICA TO ACCOUNT FOR LARGEST SHARE IN 2023 66
5 MARKET OVERVIEW AND INDUSTRY TRENDS 67
5.1 INTRODUCTION 67
5.2 MARKET DYNAMICS 67
FIGURE 23 ADTECH MARKET: DRIVERS, RESTRAINTS, OPPORTUNITIES, AND CHALLENGES 68
5.2.1 DRIVERS 68
5.2.1.1 Increasing demand for data-informed marketing strategies 68
5.2.1.2 Growing popularity of audio streaming and podcasts for advertising 69
5.2.1.3 Proliferation of smartphones for greater mobile optimization and in-app advertising 69
5.2.2 RESTRAINTS 69
5.2.2.1 Stringent privacy regulations and security concerns 69
5.2.2.2 Inaccurate data quality and accuracy 70
5.2.3 OPPORTUNITIES 70
5.2.3.1 Rapid adoption of AI and ML technologies for hyper-personalized user experience 70
5.2.3.2 Focus on voice-activated ads and conversational advertising 70
5.2.3.3 Widespread adoption of AR and VR technologies for more interactive and immersive ad experiences 71
5.2.4 CHALLENGES 71
5.2.4.1 Presence of ad-blocking bypass solutions 71
5.2.4.2 Lack of standardized viewability metrics 71
5.3 CASE STUDIES 72
5.3.1 UNITED TRUCK DRIVING SCHOOL IMPLEMENTED TITAN DIGITAL’S SERVICES TO CONTROL ITS ADVERTISING BUDGET 72
5.3.2 TITAN DIGITAL’S TEAM DEVELOPED 3-STEP PLAN TO HELP WHS BECOME MORE COMPETITIVE 72
5.3.3 CANVAS WORLDWIDE IMPLEMENTED INNOVID’S SOLUTIONS TO SAVE TIME AND REDUCE RISK OF HUMAN ERROR 73
5.3.4 DRIVES LIFT-IN TUNE-UP WORKED WITH TREMOR VIDEO’S TR.LY CREATIVE STUDIO TO DRIVE MOST INCREMENTAL TUNE-IN AT LOWEST COST PER TUNE-IN 73
5.3.5 FAN CONTROLLED FOOTBALL PARTNERED WITH EQUATIV TO MANAGE AND INCREASE AD INVENTORY 74
5.3.6 AMNET FRANCE DEPLOYED EQUATIV’S SOLUTIONS TO DELIVER BEST-PERFORMING VIDEO INVENTORY ACROSS FOUR TARGETED MARKETS 74
5.3.7 RAZER PARTNERED WITH EQUATIV TO REACH GAMERS WITH EFFECTIVE ADVERTISING 75
5.3.8 DSP ASSET MANAGERS PARTNERED WITH PURETECH DIGITAL AND INMOBI TO LEVERAGE ITS AWARENESS AMPLIFICATION EFFORTS 75
5.3.9 SALAM PARTNERED WITH INMOBI TO DEVELOP INNOVATIVE RICH MEDIA CREATIVE WITH FINGERPRINT SENSOR UNLOCK TO COMPLEMENT STANDARD BANNERS 76
5.3.10 STARBUCKS AND ARLA FOODS USED QUANTCAST’S CTV ADVERTISING PLATFORM TO REACH THEIR CORE AUDIENCE AND OPTIMIZE CAMPAIGNS IN REAL-TIME 76
5.3.11 SKY AND MEDIACOM PARTNERED WITH QUANTCAST TO ACTIVATE COOKIELESS INVENTORY AND REACH INACCESSIBLE CONSUMERS 77
5.4 TARIFF AND REGULATORY LANDSCAPE 78
5.4.1 REGULATORY BODIES, GOVERNMENT AGENCIES, AND OTHER ORGANIZATIONS 78
5.4.1.1 North America 78
TABLE 6 NORTH AMERICA: LIST OF REGULATORY BODIES, GOVERNMENT AGENCIES, AND OTHER ORGANIZATIONS 78
5.4.1.2 Europe 79
TABLE 7 EUROPE: LIST OF REGULATORY BODIES, GOVERNMENT AGENCIES, AND OTHER ORGANIZATIONS 79
5.4.1.3 Asia Pacific 80
TABLE 8 ASIA PACIFIC: LIST OF REGULATORY BODIES, GOVERNMENT AGENCIES, AND OTHER ORGANIZATIONS 80
5.4.1.4 Middle East & Africa 81
TABLE 9 MIDDLE EAST & AFRICA: LIST OF REGULATORY BODIES, GOVERNMENT AGENCIES, AND OTHER ORGANIZATIONS 81
5.4.1.5 Latin America 81
TABLE 10 LATIN AMERICA: LIST OF REGULATORY BODIES, GOVERNMENT AGENCIES, AND OTHER ORGANIZATIONS 81
5.5 ADTECH MARKET ARCHITECTURE 82
FIGURE 24 ADTECH MARKET ARCHITECTURE 82
5.6 ECOSYSTEM ANALYSIS 83
TABLE 11 ROLE OF PLAYERS IN MARKET ECOSYSTEM 83
FIGURE 25 ECOSYSTEM MAP 85
5.7 PATENT ANALYSIS 85
5.7.1 METHODOLOGY 85
5.7.2 PATENTS FILED, BY DOCUMENT TYPE 86
TABLE 12 PATENTS FILED, 2013–2023 86
5.7.3 INNOVATION AND PATENT APPLICATIONS 86
FIGURE 26 NUMBER OF PATENTS GRANTED, 2013–2023 86
5.7.3.1 Top applicants 87
FIGURE 27 TOP TEN PATENT APPLICANTS, 2013–2023 87
TABLE 13 TOP 20 PATENT OWNERS IN ADTECH MARKET, 2013–2023 87
TABLE 14 LIST OF PATENTS IN ADTECH MARKET, 2023 88
FIGURE 28 REGIONAL ANALYSIS OF PATENTS GRANTED, 2023 92
5.8 SUPPLY CHAIN ANALYSIS 93
FIGURE 29 ADTECH MARKET: SUPPLY CHAIN ANALYSIS 93
5.9 FUTURE DIRECTION OF ADTECH MARKET LANDSCAPE 94
5.9.1 TECHNOLOGY ROADMAP FOR ADTECH MARKET UNTIL 2030 94
FIGURE 30 TECHNOLOGY ROADMAP FOR ADTECH MARKET UNTIL 2030 94
TABLE 15 SHORT-TERM ROADMAP, 2023–2025 94
TABLE 16 MID-TERM ROADMAP, 2026–2028 95
TABLE 17 LONG-TERM ROADMAP, 2029–2030 96
5.10 PRICING ANALYSIS 97
5.10.1 AVERAGE SELLING PRICE TRENDS OF KEY PLAYERS, BY OFFERING 97
FIGURE 31 AVERAGE SELLING PRICE TRENDS OF KEY COMPANIES 97
5.10.2 INDICATIVE PRICING ANALYSIS, BY ADTECH VENDOR 98
TABLE 18 INDICATIVE PRICING ANALYSIS, BY ADTECH VENDORS 98
5.11 BRIEF HISTORY OF ADTECH MARKET 99
FIGURE 32 ADTECH MARKET EVOLUTION 99
5.12 TRENDS/DISRUPTIONS IMPACTING BUYERS/CUSTOMERS 100
FIGURE 33 TRENDS/DISRUPTIONS IMPACTING BUYERS/CUSTOMERS 100
5.13 PORTER’S FIVE FORCES ANALYSIS 101
FIGURE 34 PORTER’S FIVE FORCES ANALYSIS 101
5.13.1 THREAT OF NEW ENTRANTS 101
5.13.2 THREAT OF SUBSTITUTES 102
5.13.3 BARGAINING POWER OF SUPPLIERS 102
5.13.4 BARGAINING POWER OF BUYERS 102
5.13.5 INTENSITY OF COMPETITIVE RIVALRY 102
5.14 KEY CONFERENCES AND EVENTS 103
TABLE 19 DETAILED LIST OF KEY CONFERENCES AND EVENTS, 2023–2024 103
5.15 KEY STAKEHOLDERS AND BUYING CRITERIA 103
5.15.1 KEY STAKEHOLDERS IN BUYING PROCESS 103
FIGURE 35 INFLUENCE OF STAKEHOLDERS ON BUYING PROCESS FOR TOP THREE VERTICALS 103
TABLE 20 INFLUENCE OF STAKEHOLDERS ON BUYING PROCESS FOR TOP THREE VERTICALS 104
5.15.2 BUYING CRITERIA 104
FIGURE 36 KEY BUYING CRITERIA FOR TOP THREE VERTICALS 104
TABLE 21 KEY BUYING CRITERIA FOR TOP THREE VERTICALS 104
5.16 TECHNOLOGY ANALYSIS 105
5.16.1 KEY TECHNOLOGIES 105
5.16.1.1 Artificial intelligence and machine learning (AI and ML) 105
5.16.1.2 Big data 105
5.16.1.3 Augmented reality (AR) and virtual reality (VR) 106
5.16.1.4 Blockchain 106
5.16.2 ADJACENT TECHNOLOGIES 106
5.16.2.1 IoT 106
5.16.2.2 Ad serving 107
5.16.2.3 Web analytics 107
5.16.2.4 Marketing automation 107
5.17 BUSINESS MODEL ANALYSIS 108
5.17.1 SUPPLY SIDE 108
5.17.2 DEMAND SIDE 108
6 ADTECH MARKET, BY OFFERING 109
6.1 INTRODUCTION 110
6.1.1 OFFERINGS: ADTECH MARKET DRIVERS 110
FIGURE 37 SERVICES SEGMENT TO REGISTER HIGHER CAGR DURING FORECAST PERIOD 110
TABLE 22 ADTECH MARKET, BY OFFERING, 2019–2022 (USD BILLION) 111
TABLE 23 ADTECH MARKET, BY OFFERING, 2023–2030 (USD BILLION) 111
6.2 SOLUTIONS 111
FIGURE 38 DATA MANAGEMENT PLATFORMS (DMPS) SEGMENT TO GROW AT HIGHEST CAGR DURING FORECAST PERIOD 112
TABLE 24 ADTECH MARKET, BY SOLUTION, 2019–2022 (USD BILLION) 112
TABLE 25 ADTECH MARKET, BY SOLUTION, 2023–2030 (USD BILLION) 113
6.2.1 DEMAND-SIDE PLATFORMS (DSPS) 113
6.2.1.1 Increasing emphasis on data-driven advertising strategies to propel growth 113
TABLE 26 DSPS: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 114
TABLE 27 DSPS: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 114
6.2.2 SUPPLY-SIDE PLATFORMS (SSPS) 114
6.2.2.1 Rising popularity of video advertising to drive demand for SSPs 114
TABLE 28 SSPS: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 115
TABLE 29 SSPS: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 115
6.2.3 AD NETWORKS 115
6.2.3.1 Need to facilitate efficient distribution of advertisements across digital platforms to drive market 115
TABLE 30 AD NETWORKS: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 116
TABLE 31 AD NETWORKS: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 116
6.2.4 DATA MANAGEMENT PLATFORMS (DMPS) 116
6.2.4.1 Focus on developing cross-device targeting capabilities to boost growth 116
TABLE 32 DMPS: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 117
TABLE 33 DMPS: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 117
6.2.5 AGENCY TRADING DESKS (ATDS) 117
6.2.5.1 Emergence of new programmatic advertising for flexible and controlled solutions to drive market 117
TABLE 34 ATDS: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 118
TABLE 35 ATDS: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 118
6.2.6 AD EXCHANGE PLATFORMS 118
6.2.6.1 Rising advancements in multiple ad exchanging platforms to fuel growth 118
TABLE 36 AD EXCHANGE PLATFORMS: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 119
TABLE 37 AD EXCHANGE PLATFORMS: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 119
6.2.7 AD CREATIVE AND PRODUCTION TOOLS 119
6.2.7.1 Focus on creating more effective and engaging ads to boost demand for ad creative and production tools 119
TABLE 38 AD CREATIVE AND PRODUCTION TOOLS: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 120
TABLE 39 AD CREATIVE AND PRODUCTION TOOLS: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 120
6.2.8 AD ANALYTICS AND ATTRIBUTION PLATFORMS 120
6.2.8.1 Demand for leveraging advanced targeting options, such as geofencing and contextual advertising, to bolster growth 120
TABLE 40 AD ANALYTICS AND ATTRIBUTION PLATFORMS: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 121
TABLE 41 AD ANALYTICS AND ATTRIBUTION PLATFORMS: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 121
6.2.9 AD VERIFICATION AND BRAND SAFETY 121
6.2.9.1 Use of ML and NLP to improve ad targeting within appropriate contexts to encourage market expansion 121
TABLE 42 AD VERIFICATION AND BRAND SAFETY: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 122
TABLE 43 AD VERIFICATION AND BRAND SAFETY: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 122
6.2.10 OTHER SOLUTIONS 122
TABLE 44 OTHER SOLUTIONS: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 123
TABLE 45 OTHER SOLUTIONS: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 123
6.3 SERVICES 123
FIGURE 39 MANAGED SERVICES SEGMENT TO GROW AT HIGHER CAGR DURING FORECAST PERIOD 124
TABLE 46 ADTECH MARKET, BY SERVICE, 2019–2022 (USD BILLION) 124
TABLE 47 ADTECH MARKET, BY SERVICE, 2023–2030 (USD BILLION) 124
6.3.1 PROFESSIONAL SERVICES 125
FIGURE 40 TRAINING & CONSULTING SERVICES TO REGISTER HIGHEST CAGR DURING FORECAST PERIOD 125
TABLE 48 ADTECH MARKET, BY PROFESSIONAL SERVICE, 2019–2022 (USD BILLION) 125
TABLE 49 ADTECH MARKET, BY PROFESSIONAL SERVICE, 2023–2030 (USD BILLION) 125
TABLE 50 PROFESSIONAL SERVICES: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 126
TABLE 51 PROFESSIONAL SERVICES: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 126
6.3.1.1 Training & consulting 126
6.3.1.1.1 Strong emphasis on empowering organizations to implement and optimize AdTech solutions to boost growth 126
TABLE 52 TRAINING & CONSULTING SERVICES: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 127
TABLE 53 TRAINING & CONSULTING SERVICES: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 127
6.3.1.2 System integration & implementation 127
6.3.1.2.1 Rising complexity of modern AdTech ecosystem to drive demand for system integration & implementation services 127
TABLE 54 SYSTEM INTEGRATION & IMPLEMENTATION SERVICES: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 128
TABLE 55 SYSTEM INTEGRATION & IMPLEMENTATION SERVICES: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 128
6.3.1.3 Support & maintenance 128
6.3.1.3.1 Need to minimize downtime and technical issues and provide problem resolution to fuel growth 128
TABLE 56 SUPPORT & MAINTENANCE SERVICES: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 129
TABLE 57 SUPPORT & MAINTENANCE SERVICES: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 129
6.3.2 MANAGED SERVICES 129
6.3.2.1 Need for businesses to efficiently navigate complexities of digital advertising to drive popularity of managed services 129
TABLE 58 MANAGED SERVICES: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 130
TABLE 59 MANAGED SERVICES: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 130
6.4 ADTECH SOLUTIONS MARKET, BY DEPLOYMENT MODE 130
FIGURE 41 ON-PREMISES SEGMENT TO GROW AT HIGHER CAGR DURING FORECAST PERIOD 131
TABLE 60 ADTECH SOLUTIONS MARKET, BY DEPLOYMENT MODE, 2019–2022 (USD BILLION) 131
TABLE 61 ADTECH SOLUTIONS MARKET, BY DEPLOYMENT MODE, 2023–2030 (USD BILLION) 131
6.4.1 CLOUD 132
6.4.1.1 Strong emphasis on protecting user data and ensuring compliance to bolster growth 132
TABLE 62 CLOUD: ADTECH SOLUTIONS MARKET, BY REGION, 2019–2022 (USD BILLION) 132
TABLE 63 CLOUD: ADTECH SOLUTIONS MARKET, BY REGION, 2023–2030 (USD BILLION) 132
6.4.2 ON-PREMISES 133
6.4.2.1 Focus on providing direct control over configurations and data-handling practices to drive growth 133
TABLE 64 ON-PREMISES: ADTECH SOLUTIONS MARKET, BY REGION, 2019–2022 (USD BILLION) 133
TABLE 65 ON-PREMISES: ADTECH SOLUTIONS MARKET, BY REGION, 2023–2030 (USD BILLION) 133
6.5 ADTECH SOLUTIONS MARKET, BY MODE OF INTERFACE 134
FIGURE 42 MOBILE SEGMENT TO GROW AT HIGHER CAGR DURING FORECAST PERIOD 134
TABLE 66 ADTECH SOLUTIONS MARKET, BY MODE OF INTERFACE, 2019–2022 (USD BILLION) 134
TABLE 67 ADTECH SOLUTIONS MARKET, BY MODE OF INTERFACE, 2023–2030 (USD BILLION) 134
6.5.1 DESKTOP 135
6.5.1.1 Precise ad targeting and efficient ad placements to accelerate market 135
TABLE 68 DESKTOP: ADTECH SOLUTIONS MARKET, BY REGION, 2019–2022 (USD BILLION) 135
TABLE 69 DESKTOP: ADTECH SOLUTIONS MARKET, BY REGION, 2023–2030 (USD BILLION) 135
6.5.2 MOBILE 136
6.5.2.1 Demand for responsive and engaging mobile ads that seamlessly integrate into apps to boost market 136
TABLE 70 MOBILE: ADTECH SOLUTIONS MARKET, BY REGION, 2019–2022 (USD BILLION) 136
TABLE 71 MOBILE: ADTECH SOLUTIONS MARKET, BY REGION, 2023–2030 (USD BILLION) 136
7 ADTECH MARKET, BY ADVERTISING TYPE 137
7.1 INTRODUCTION 138
7.1.1 ADVERTISING TYPES: ADTECH MARKET DRIVERS 138
FIGURE 43 NATIVE ADVERTISING SEGMENT TO REGISTER HIGHEST CAGR DURING FORECAST PERIOD 138
TABLE 72 ADTECH MARKET, BY ADVERTISING TYPE, 2019–2022 (USD BILLION) 139
TABLE 73 ADTECH MARKET, BY ADVERTISING TYPE, 2023–2030 (USD BILLION) 139
7.2 PROGRAMMATIC ADVERTISING 139
7.2.1 EMPHASIS ON AUTOMATING TASKS INVOLVED IN BUYING AND SELLING AD SPACE TO BOLSTER GROWTH 139
TABLE 74 PROGRAMMATIC ADVERTISING: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 140
TABLE 75 PROGRAMMATIC ADVERTISING: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 140
7.3 SEARCH ADVERTISING 140
7.3.1 HIGH TARGETING OF AD USERS’ SEARCH FOR SPECIFIC PRODUCTS OR SERVICES TO DRIVE GROWTH 140
TABLE 76 SEARCH ADVERTISING: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 141
TABLE 77 SEARCH ADVERTISING: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 141
7.4 DISPLAY ADVERTISING 141
7.4.1 DEMAND FOR IMMERSIVE AND INTERACTIVE USER EXPERIENCE TO DRIVE DEMAND FOR DISPLAY ADVERTISING 141
TABLE 78 DISPLAY ADVERTISING: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 142
TABLE 79 DISPLAY ADVERTISING: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 142
7.5 MOBILE ADVERTISING 142
7.5.1 INCREASED MOBILE INTERNET USAGE TO DRIVE POPULARITY OF MOBILE ADVERTISING 142
TABLE 80 MOBILE ADVERTISING: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 143
TABLE 81 MOBILE ADVERTISING: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 143
7.6 EMAIL ADVERTISING 143
7.6.1 NEED FOR LEVERAGING DATA ANALYTICS AND AI TO CREATE HIGHLY TAILORED EMAIL CAMPAIGNS TO BOOST GROWTH 143
TABLE 82 EMAIL ADVERTISING: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 144
TABLE 83 EMAIL ADVERTISING: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 144
7.7 NATIVE ADVERTISING 144
7.7.1 FOCUS ON PROVIDING ADVERTISERS WITH BETTER INSIGHTS INTO THEIR CAMPAIGN PERFORMANCE TO PROPEL GROWTH 144
TABLE 84 NATIVE ADVERTISING: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 145
TABLE 85 NATIVE ADVERTISING: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 145
7.8 OTHER ADVERTISING TYPES 145
TABLE 86 OTHER ADVERTISING TYPES: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 146
TABLE 87 OTHER ADVERTISING TYPES: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 146
8 ADTECH MARKET, BY ADVERTISING MEDIA 147
8.1 INTRODUCTION 148
8.1.1 ADVERTISING MEDIA: ADTECH MARKET DRIVERS 148
FIGURE 44 DIGITAL ADVERTISING SEGMENT TO WITNESS HIGHEST GROWTH RATE DURING FORECAST PERIOD 148
TABLE 88 ADTECH MARKET, BY ADVERTISING MEDIA, 2019–2022 (USD BILLION) 149
TABLE 89 ADTECH MARKET, BY ADVERTISING MEDIA, 2023–2030 (USD BILLION) 149
8.2 TELEVISION ADVERTISING 149
8.2.1 HIGH VIEWERSHIP OF TV CONTENT, PARTICULARLY IN LIVE EVENTS, SPORTS, AND PREMIUM SHOWS, TO DRIVE MARKET 149
TABLE 90 TELEVISION ADVERTISING: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 150
TABLE 91 TELEVISION ADVERTISING: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 150
8.3 RADIO ADVERTISING 150
8.3.1 RISE OF DIGITAL AUDIO PLATFORMS TO ENCOURAGE MARKET EXPANSION 150
TABLE 92 RADIO ADVERTISING: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 151
TABLE 93 RADIO ADVERTISING: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 151
8.4 PRINT ADVERTISING 151
TABLE 94 PRINT ADVERTISING: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 152
TABLE 95 PRINT ADVERTISING: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 152
8.4.1 MAGAZINES 152
8.4.1.1 Demand for tangible and visually engaging medium for advertisers to convey messages to propel growth 152
8.4.2 NEWSPAPER 153
8.4.2.1 Adoption of online and digital platforms for advertorials to encourage market expansion 153
8.5 OUTDOOR ADVERTISING 153
TABLE 96 OUTDOOR ADVERTISING: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 153
TABLE 97 OUTDOOR ADVERTISING: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 154
8.5.1 PUBLIC SIGNS 154
8.5.1.1 Public signs help advertisers convey messages to broad audience 154
8.5.2 BILLBOARDS 154
8.5.2.1 Need for large, eye-catching displays to create brand visibility and impact to drive growth 154
8.5.3 POSTERS 155
8.5.3.1 Growing trend toward using eco-friendly materials and energy-efficient lighting to convey messages to drive demand for posters 155
8.6 DIGITAL ADVERTISING 155
TABLE 98 DIGITAL ADVERTISING: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 155
TABLE 99 DIGITAL ADVERTISING: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 156
8.6.1 DISPLAY AND MOBILE ADVERTISING 156
8.6.1.1 Adoption of smartphones and increasing screentime on mobile devices to drive growth 156
8.6.2 SEARCH ENGINE ADVERTISING 156
8.6.2.1 Focus on enabling unparalleled reach and precision bidding on specific keywords to fuel growth 156
8.6.3 SOCIAL MEDIA ADVERTISING 157
8.6.3.1 Extensive use of digital marketing platforms for interactive and visually engaging content to drive growth 157
9 ADTECH MARKET, BY VERTICAL 158
9.1 INTRODUCTION 159
9.1.1 VERTICALS: ADTECH MARKET DRIVERS 159
FIGURE 45 BFSI SEGMENT TO WITNESS HIGHEST GROWTH DURING FORECAST PERIOD 159
TABLE 100 ADTECH MARKET, BY VERTICAL, 2019–2022 (USD BILLION) 160
TABLE 101 ADTECH MARKET, BY VERTICAL, 2023–2030 (USD BILLION) 160
9.2 BANKING, FINANCIAL SERVICES, AND INSURANCE 161
9.2.1 EMERGENCE OF AI AND ML FOR PREDICTIVE ANALYTICS AND CHATBOT-DRIVEN CUSTOMER INTERACTIONS TO DRIVE DEMAND 161
TABLE 102 BANKING, FINANCIAL SERVICES, AND INSURANCE: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 161
TABLE 103 BANKING, FINANCIAL SERVICES, AND INSURANCE: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 161
9.3 MEDIA & ENTERTAINMENT 162
9.3.1 ADOPTION OF OTT PLATFORMS BY CONSUMERS TO FOSTER GROWTH 162
TABLE 104 MEDIA & ENTERTAINMENT: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 162
TABLE 105 MEDIA & ENTERTAINMENT: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 162
9.4 RETAIL & ECOMMERCE 163
9.4.1 SHIFT IN CONSUMER BEHAVIOR TOWARD ONLINE SHOPPING TO DRIVE DEMAND FOR ADTECH SOLUTIONS IN RETAIL & ECOMMERCE INDUSTRY 163
TABLE 106 RETAIL & ECOMMERCE: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 163
TABLE 107 RETAIL & ECOMMERCE: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 163
9.5 HEALTHCARE & LIFE SCIENCES 164
9.5.1 NEED FOR FACILITATING PERSONALIZED HEALTHCARE INFORMATION AND IMPROVING OVERALL PATIENT EXPERIENCE TO PROPEL GROWTH 164
TABLE 108 HEALTHCARE & LIFE SCIENCES: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 164
TABLE 109 HEALTHCARE & LIFE SCIENCES: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 165
9.6 TRAVEL & HOSPITALITY 165
9.6.1 RELIANCE OF TRAVELERS ON SMARTPHONES TO DRIVE ADOPTION OF VIDEO ADVERTISING IN TRAVEL & HOSPITALITY SECTOR 165
TABLE 110 TRAVEL & HOSPITALITY: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 166
TABLE 111 TRAVEL & HOSPITALITY: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 166
9.7 MANUFACTURING 166
9.7.1 STRONG EMPHASIS ON SUSTAINABILITY AND ECO-FRIENDLY ADVERTISING TO DRIVE POPULARITY OF ADTECH SOLUTIONS IN MANUFACTURING SECTOR 166
TABLE 112 MANUFACTURING: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 167
TABLE 113 MANUFACTURING: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 167
9.8 TELECOM 167
9.8.1 FOCUS ON FACILITATING SEAMLESS DELIVERY OF HIGH-QUALITY VIDEO ADS AND AUGMENTED REALITY EXPERIENCES TO FUEL MARKET 167
TABLE 114 TELECOM: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 168
TABLE 115 TELECOM: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 168
9.9 TRANSPORTATION & LOGISTICS 168
9.9.1 ADOPTION OF ADTECH SOLUTIONS IN TRANSPORTATION & LOGISTICS INDUSTRY HELPS ADDRESS SUSTAINABILITY CONCERNS 168
TABLE 116 TRANSPORTATION & LOGISTICS: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 169
TABLE 117 TRANSPORTATION & LOGISTICS: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 169
9.10 FOOD & BEVERAGES 169
9.10.1 RISING POPULARITY OF FOOD DELIVERY APPS TO DRIVE ADOPTION OF ADTECH SOLUTIONS IN FOOD & BEVERAGES SECTOR 169
TABLE 118 FOOD & BEVERAGES: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 170
TABLE 119 FOOD & BEVERAGES: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 170
9.11 OTHER VERTICALS 170
TABLE 120 OTHER VERTICALS: ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 171
TABLE 121 OTHER VERTICALS: ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 171
10 ADTECH MARKET, BY REGION 172
10.1 INTRODUCTION 173
FIGURE 46 ASIA PACIFIC TO REGISTER HIGHEST CAGR DURING FORECAST PERIOD 173
FIGURE 47 INDIA TO WITNESS HIGHEST GROWTH DURING FORECAST PERIOD 173
TABLE 122 ADTECH MARKET, BY REGION, 2019–2022 (USD BILLION) 174
TABLE 123 ADTECH MARKET, BY REGION, 2023–2030 (USD BILLION) 174
10.2 NORTH AMERICA 174
10.2.1 NORTH AMERICA: ADTECH MARKET DRIVERS 174
10.2.2 NORTH AMERICA: RECESSION IMPACT 175
FIGURE 48 NORTH AMERICA: MARKET SNAPSHOT 175
TABLE 124 NORTH AMERICA: ADTECH MARKET, BY OFFERING, 2019–2022 (USD BILLION) 176
TABLE 125 NORTH AMERICA: ADTECH MARKET, BY OFFERING, 2023–2030 (USD BILLION) 176
TABLE 126 NORTH AMERICA: ADTECH MARKET, BY SOLUTION, 2019–2022 (USD BILLION) 176
TABLE 127 NORTH AMERICA: ADTECH MARKET, BY SOLUTION, 2023–2030 (USD BILLION) 177
TABLE 128 NORTH AMERICA: ADTECH MARKET, BY SERVICE, 2019–2022 (USD BILLION) 177
TABLE 129 NORTH AMERICA: ADTECH MARKET, BY SERVICE, 2023–2030 (USD BILLION) 177
TABLE 130 NORTH AMERICA: ADTECH MARKET, BY PROFESSIONAL SERVICE, 2019–2022 (USD BILLION) 178
TABLE 131 NORTH AMERICA: ADTECH MARKET, BY PROFESSIONAL SERVICE, 2023–2030 (USD BILLION) 178
TABLE 132 NORTH AMERICA: ADTECH SOLUTIONS MARKET, BY DEPLOYMENT MODE, 2019–2022 (USD BILLION) 178
TABLE 133 NORTH AMERICA: ADTECH SOLUTIONS MARKET, BY DEPLOYMENT MODE, 2023–2030 (USD BILLION) 178
TABLE 134 NORTH AMERICA: ADTECH SOLUTIONS MARKET, BY MODE OF INTERFACE, 2019–2022 (USD BILLION) 179
TABLE 135 NORTH AMERICA: ADTECH SOLUTIONS MARKET, BY MODE OF INTERFACE, 2023–2030 (USD BILLION) 179
TABLE 136 NORTH AMERICA: ADTECH MARKET, BY ADVERTISING TYPE, 2019–2022 (USD BILLION) 179
TABLE 137 NORTH AMERICA: ADTECH MARKET, BY ADVERTISING TYPE, 2023–2030 (USD BILLION) 180
TABLE 138 NORTH AMERICA: ADTECH MARKET, BY ADVERTISING MEDIA, 2019–2022 (USD BILLION) 180
TABLE 139 NORTH AMERICA: ADTECH MARKET, BY ADVERTISING MEDIA, 2023–2030 (USD BILLION) 180
TABLE 140 NORTH AMERICA: ADTECH MARKET, BY VERTICAL, 2019–2022 (USD BILLION) 181
TABLE 141 NORTH AMERICA: ADTECH MARKET, BY VERTICAL, 2023–2030 (USD BILLION) 181
TABLE 142 NORTH AMERICA: ADTECH MARKET, BY COUNTRY, 2019–2022 (USD BILLION) 181
TABLE 143 NORTH AMERICA: ADTECH MARKET, BY COUNTRY, 2023–2030 (USD BILLION) 182
10.2.3 US 182
10.2.3.1 Growing emphasis on data-driven advertising strategies to contribute to market growth 182
10.2.4 CANADA 182
10.2.4.1 Strong economic stability and growing digital landscape to encourage market expansion 182
10.3 EUROPE 183
10.3.1 EUROPE: ADTECH MARKET DRIVERS 183
10.3.2 EUROPE: RECESSION IMPACT 183
TABLE 144 EUROPE: ADTECH MARKET, BY OFFERING, 2019–2022 (USD BILLION) 184
TABLE 145 EUROPE: ADTECH MARKET, BY OFFERING, 2023–2030 (USD BILLION) 184
TABLE 146 EUROPE: ADTECH MARKET, BY SOLUTION, 2019–2022 (USD BILLION) 185
TABLE 147 EUROPE: ADTECH MARKET, BY SOLUTION, 2023–2030 (USD BILLION) 185
TABLE 148 EUROPE: ADTECH MARKET, BY SERVICE, 2019–2022 (USD BILLION) 185
TABLE 149 EUROPE: ADTECH MARKET, BY SERVICE, 2023–2030 (USD BILLION) 186
TABLE 150 EUROPE: ADTECH MARKET, BY PROFESSIONAL SERVICE, 2019–2022 (USD BILLION) 186
TABLE 151 EUROPE: ADTECH MARKET, BY PROFESSIONAL SERVICE, 2023–2030 (USD BILLION) 186
TABLE 152 EUROPE: ADTECH SOLUTIONS MARKET, BY DEPLOYMENT MODE, 2019–2022 (USD BILLION) 186
TABLE 153 EUROPE: ADTECH SOLUTIONS MARKET, BY DEPLOYMENT MODE, 2023–2030 (USD BILLION) 187
TABLE 154 EUROPE: ADTECH SOLUTIONS MARKET, BY MODE OF INTERFACE, 2019–2022 (USD BILLION) 187
TABLE 155 EUROPE: ADTECH SOLUTIONS MARKET, BY MODE OF INTERFACE, 2023–2030 (USD BILLION) 187
TABLE 156 EUROPE: ADTECH MARKET, BY ADVERTISING TYPE, 2019–2022 (USD BILLION) 187
TABLE 157 EUROPE: ADTECH MARKET, BY ADVERTISING TYPE, 2023–2030 (USD BILLION) 188
TABLE 158 EUROPE: ADTECH MARKET, BY ADVERTISING MEDIA, 2019–2022 (USD BILLION) 188
TABLE 159 EUROPE: ADTECH MARKET, BY ADVERTISING MEDIA, 2023–2030 (USD BILLION) 188
TABLE 160 EUROPE: ADTECH MARKET, BY VERTICAL, 2019–2022 (USD BILLION) 189
TABLE 161 EUROPE: ADTECH MARKET, BY VERTICAL, 2023–2030 (USD BILLION) 189
TABLE 162 EUROPE: ADTECH MARKET, BY COUNTRY, 2019–2022 (USD BILLION) 190
TABLE 163 EUROPE: ADTECH MARKET, BY COUNTRY, 2023–2030 (USD BILLION) 190
10.3.3 UK 190
10.3.3.1 Adoption of sustainable and ethical advertising practices to propel growth 190
10.3.4 GERMANY 191
10.3.4.1 Robust economy and large population of internet users to spur growth 191
10.3.5 FRANCE 191
10.3.5.1 Stringent data privacy regulations such as GDPR to influence market growth 191
10.3.6 SPAIN 191
10.3.6.1 Demand for advertising strategies that provide human touch to propel market 191
10.3.7 ITALY 192
10.3.7.1 Heavy investments in data analytics and AI to deliver tailored content to contribute to market expansion 192
10.3.8 REST OF EUROPE 192
10.4 ASIA PACIFIC 193
10.4.1 ASIA PACIFIC: ADTECH MARKET DRIVERS 193
10.4.2 ASIA PACIFIC: RECESSION IMPACT 193
FIGURE 49 ASIA PACIFIC: MARKET SNAPSHOT 194
TABLE 164 ASIA PACIFIC: ADTECH MARKET, BY OFFERING, 2019–2022 (USD BILLION) 194
TABLE 165 ASIA PACIFIC: ADTECH MARKET, BY OFFERING, 2023–2030 (USD BILLION) 195
TABLE 166 ASIA PACIFIC: ADTECH MARKET, BY SOLUTION, 2019–2022 (USD BILLION) 195
TABLE 167 ASIA PACIFIC: ADTECH MARKET, BY SOLUTION, 2023–2030 (USD BILLION) 196
TABLE 168 ASIA PACIFIC: ADTECH MARKET, BY SERVICE, 2019–2022 (USD BILLION) 196
TABLE 169 ASIA PACIFIC: ADTECH MARKET, BY SERVICE, 2023–2030 (USD BILLION) 196
TABLE 170 ASIA PACIFIC: ADTECH MARKET, BY PROFESSIONAL SERVICE, 2019–2022 (USD BILLION) 197
TABLE 171 ASIA PACIFIC: ADTECH MARKET, BY PROFESSIONAL SERVICE, 2023–2030 (USD BILLION) 197
TABLE 172 ASIA PACIFIC: ADTECH SOLUTIONS MARKET, BY DEPLOYMENT MODE, 2019–2022 (USD BILLION) 197
TABLE 173 ASIA PACIFIC: ADTECH SOLUTIONS MARKET, BY DEPLOYMENT MODE, 2023–2030 (USD BILLION) 197
TABLE 174 ASIA PACIFIC: ADTECH SOLUTIONS MARKET, BY MODE OF INTERFACE, 2019–2022 (USD BILLION) 198
TABLE 175 ASIA PACIFIC: ADTECH SOLUTIONS MARKET, BY MODE OF INTERFACE, 2023–2030 (USD BILLION) 198
TABLE 176 ASIA PACIFIC: ADTECH MARKET, BY ADVERTISING TYPE, 2019–2022 (USD BILLION) 198
TABLE 177 ASIA PACIFIC: ADTECH MARKET, BY ADVERTISING TYPE, 2023–2030 (USD BILLION) 199
TABLE 178 ASIA PACIFIC: ADTECH MARKET, BY ADVERTISING MEDIA, 2019–2022 (USD BILLION) 199
TABLE 179 ASIA PACIFIC: ADTECH MARKET, BY ADVERTISING MEDIA, 2023–2030 (USD BILLION) 199
TABLE 180 ASIA PACIFIC: ADTECH MARKET, BY VERTICAL, 2019–2022 (USD BILLION) 200
TABLE 181 ASIA PACIFIC: ADTECH MARKET, BY VERTICAL, 2023–2030 (USD BILLION) 200
TABLE 182 ASIA PACIFIC: ADTECH MARKET, BY COUNTRY, 2019–2022 (USD BILLION) 201
TABLE 183 ASIA PACIFIC: ADTECH MARKET, BY COUNTRY, 2023–2030 (USD BILLION) 201
TABLE 184 ASIA PACIFIC: ADTECH MARKET, BY ASEAN COUNTRY, 2019–2022 (USD BILLION) 201
TABLE 185 ASIA PACIFIC: ADTECH MARKET, BY ASEAN COUNTRY, 2023–2030 (USD BILLION) 202
10.4.3 CHINA 202
10.4.3.1 Robust government policies for technological innovation to fuel market 202
10.4.4 JAPAN 202
10.4.4.1 Emphasis on high-quality content and aesthetics to drive market 202
10.4.5 INDIA 202
10.4.5.1 Focus on video advertising and integration of vernacular languages to propel growth 202
10.4.6 SOUTH KOREA 203
10.4.6.1 Adoption of AR and VR for immersive advertising experiences to boost growth 203
10.4.7 AUSTRALIA & NEW ZEALAND 203
10.4.7.1 Demand for data security and transparency from tech-savvy consumers to fuel growth 203
10.4.8 ASEAN COUNTRIES 203
10.4.8.1 Popularity of eCommerce and government’s push for digitalization to propel growth 203
10.4.9 REST OF ASIA PACIFIC 204
10.5 MIDDLE EAST & AFRICA 204
10.5.1 MIDDLE EAST & AFRICA: ADTECH MARKET DRIVERS 204
10.5.2 MIDDLE EAST & AFRICA: RECESSION IMPACT 205
TABLE 186 MIDDLE EAST & AFRICA: ADTECH MARKET, BY OFFERING, 2019–2022 (USD BILLION) 205
TABLE 187 MIDDLE EAST & AFRICA: ADTECH MARKET, BY OFFERING, 2023–2030 (USD BILLION) 205
TABLE 188 MIDDLE EAST & AFRICA: ADTECH MARKET, BY SOLUTION, 2019–2022 (USD BILLION) 206
TABLE 189 MIDDLE EAST & AFRICA: ADTECH MARKET, BY SOLUTION, 2023–2030 (USD BILLION) 206
TABLE 190 MIDDLE EAST & AFRICA: ADTECH MARKET, BY SERVICE, 2019–2022 (USD BILLION) 206
TABLE 191 MIDDLE EAST & AFRICA: ADTECH MARKET, BY SERVICE, 2023–2030 (USD BILLION) 207
TABLE 192 MIDDLE EAST & AFRICA: ADTECH MARKET, BY PROFESSIONAL SERVICE, 2019–2022 (USD BILLION) 207
TABLE 193 MIDDLE EAST & AFRICA: ADTECH MARKET, BY PROFESSIONAL SERVICE, 2023–2030 (USD BILLION) 207
TABLE 194 MIDDLE EAST & AFRICA: ADTECH SOLUTIONS MARKET, BY DEPLOYMENT MODE, 2019–2022 (USD BILLION) 207
TABLE 195 MIDDLE EAST & AFRICA: ADTECH SOLUTIONS MARKET, BY DEPLOYMENT MODE, 2023–2030 (USD BILLION) 208
TABLE 196 MIDDLE EAST & AFRICA: ADTECH SOLUTIONS MARKET, BY MODE OF INTERFACE, 2019–2022 (USD BILLION) 208
TABLE 197 MIDDLE EAST & AFRICA: ADTECH SOLUTIONS MARKET, BY MODE OF INTERFACE, 2023–2030 (USD BILLION) 208
TABLE 198 MIDDLE EAST & AFRICA: ADTECH MARKET, BY ADVERTISING TYPE, 2019–2022 (USD BILLION) 208
TABLE 199 MIDDLE EAST & AFRICA: ADTECH MARKET, BY ADVERTISING TYPE, 2023–2030 (USD BILLION) 209
TABLE 200 MIDDLE EAST & AFRICA: ADTECH MARKET, BY ADVERTISING MEDIA, 2019–2022 (USD BILLION) 209
TABLE 201 MIDDLE EAST & AFRICA: ADTECH MARKET, BY ADVERTISING MEDIA, 2023–2030 (USD BILLION) 209
TABLE 202 MIDDLE EAST & AFRICA: ADTECH MARKET, BY VERTICAL, 2019–2022 (USD BILLION) 210
TABLE 203 MIDDLE EAST & AFRICA: ADTECH MARKET, BY VERTICAL, 2023–2030 (USD BILLION) 210
TABLE 204 MIDDLE EAST & AFRICA: ADTECH MARKET, BY COUNTRY, 2019–2022 (USD BILLION) 211
TABLE 205 MIDDLE EAST & AFRICA: ADTECH MARKET, BY COUNTRY, 2023–2030 (USD BILLION) 211
10.5.3 UAE 211
10.5.3.1 Focus on adopting cutting-edge advertising technologies to drive growth 211
10.5.4 SAUDI ARABIA 212
10.5.4.1 Growing emphasis on online sales and customer engagement to boost growth 212
10.5.5 QATAR 212
10.5.5.1 Demand for culturally relevant content and eCommerce expansion to drive growth 212
10.5.6 SOUTH AFRICA 212
10.5.6.1 Active involvement of institutes and government with advertising technologies to drive growth 212
10.5.7 REST OF THE MIDDLE EAST & AFRICA 212
10.6 LATIN AMERICA 213
10.6.1 LATIN AMERICA: ADTECH MARKET DRIVERS 213
10.6.2 LATIN AMERICA: RECESSION IMPACT 213
TABLE 206 LATIN AMERICA: ADTECH MARKET, BY OFFERING, 2019–2022 (USD BILLION) 214
TABLE 207 LATIN AMERICA: ADTECH MARKET, BY OFFERING, 2023–2030 (USD BILLION) 214
TABLE 208 LATIN AMERICA: ADTECH MARKET, BY SOLUTION, 2019–2022 (USD BILLION) 214
TABLE 209 LATIN AMERICA: ADTECH MARKET, BY SOLUTION, 2023–2030 (USD BILLION) 215
TABLE 210 LATIN AMERICA: ADTECH MARKET, BY SERVICE, 2019–2022 (USD BILLION) 215
TABLE 211 LATIN AMERICA: ADTECH MARKET, BY SERVICE, 2023–2030 (USD BILLION) 215
TABLE 212 LATIN AMERICA: ADTECH MARKET, BY PROFESSIONAL SERVICE, 2019–2022 (USD BILLION) 216
TABLE 213 LATIN AMERICA: ADTECH MARKET, BY PROFESSIONAL SERVICE, 2023–2030 (USD BILLION) 216
TABLE 214 LATIN AMERICA: ADTECH SOLUTIONS MARKET, BY DEPLOYMENT MODE, 2019–2022 (USD BILLION) 216
TABLE 215 LATIN AMERICA: ADTECH SOLUTIONS MARKET, BY DEPLOYMENT MODE, 2023–2030 (USD BILLION) 216
TABLE 216 LATIN AMERICA: ADTECH SOLUTIONS MARKET, BY MODE OF INTERFACE, 2019–2022 (USD BILLION) 217
TABLE 217 LATIN AMERICA: ADTECH SOLUTIONS MARKET, BY MODE OF INTERFACE, 2023–2030 (USD BILLION) 217
TABLE 218 LATIN AMERICA: ADTECH MARKET, BY ADVERTISING TYPE, 2019–2022 (USD BILLION) 217
TABLE 219 LATIN AMERICA: ADTECH MARKET, BY ADVERTISING TYPE, 2023–2030 (USD BILLION) 218
TABLE 220 LATIN AMERICA: ADTECH MARKET, BY ADVERTISING MEDIA, 2019–2022 (USD BILLION) 218
TABLE 221 LATIN AMERICA: ADTECH MARKET, BY ADVERTISING MEDIA, 2023–2030 (USD BILLION) 218
TABLE 222 LATIN AMERICA: ADTECH MARKET, BY VERTICAL, 2019–2022 (USD BILLION) 219
TABLE 223 LATIN AMERICA: ADTECH MARKET, BY VERTICAL, 2023–2030 (USD BILLION) 219
TABLE 224 LATIN AMERICA: ADTECH MARKET, BY COUNTRY, 2019–2022 (USD BILLION) 220
TABLE 225 LATIN AMERICA: ADTECH MARKET, BY COUNTRY, 2023–2030 (USD BILLION) 220
10.6.3 BRAZIL 220
10.6.3.1 Government’s strategies to prioritize culturally relevant and localized content to foster growth 220
10.6.4 MEXICO 221
10.6.4.1 Robust government initiatives for technological developments to encourage market expansion 221
10.6.5 ARGENTINA 221
10.6.5.1 Growing digital advertising landscape to fuel market growth 221
10.6.6 REST OF LATIN AMERICA 221
11 COMPETITIVE LANDSCAPE 222
11.1 OVERVIEW 222
11.2 STRATEGIES ADOPTED BY KEY PLAYERS 222
TABLE 226 OVERVIEW OF STRATEGIES ADOPTED BY KEY PLAYERS 222
11.3 REVENUE ANALYSIS 225
11.3.1 BUSINESS SEGMENT REVENUE ANALYSIS 225
FIGURE 50 BUSINESS SEGMENT REVENUE ANALYSIS, 2020–2022 (USD BILLION) 225
11.4 MARKET SHARE ANALYSIS 226
FIGURE 51 MARKET SHARE ANALYSIS FOR KEY PLAYERS, 2022 226
TABLE 227 ADTECH MARKET: INTENSITY OF COMPETITIVE RIVALRY 226
11.5 BRAND/PRODUCT COMPARATIVE ANALYSIS IN ADTECH MARKET 227
11.5.1 COMPARATIVE ANALYSIS OF TRENDING ADTECH PRODUCTS 227
TABLE 228 COMPARATIVE ANALYSIS OF TRENDING ADTECH PRODUCTS 227
TABLE 229 COMPARATIVE ANALYSIS OF OTHER ADTECH PRODUCTS 228
11.6 COMPANY EVALUATION MATRIX FOR KEY PLAYERS, 2022 230
11.6.1 STARS 230
11.6.2 EMERGING LEADERS 230
11.6.3 PERVASIVE PLAYERS 230
11.6.4 PARTICIPANTS 230
FIGURE 52 COMPANY EVALUATION MATRIX FOR KEY PLAYERS, 2022 231
11.6.5 COMPANY FOOTPRINT 232
TABLE 230 OVERALL PRODUCT FOOTPRINT FOR KEY PLAYERS, 2022 232
TABLE 231 OVERALL PRODUCT FOOTPRINT FOR OTHER KEY PLAYERS, 2022 232
11.7 START-UP/SME EVALUATION MATRIX 233
11.7.1 PROGRESSIVE COMPANIES 233
11.7.2 RESPONSIVE COMPANIES 233
11.7.3 DYNAMIC COMPANIES 233
11.7.4 STARTING BLOCKS 234
FIGURE 53 START-UP/SME EVALUATION MATRIX, 2022 234
11.7.5 COMPETITIVE BENCHMARKING 235
TABLE 232 DETAILED LIST OF KEY START-UPS/SMES 235
TABLE 233 OVERALL PRODUCT FOOTPRINT FOR START-UPS/SMES, 2022 236
11.8 VALUATION AND FINANCIAL METRICS OF KEY ADTECH VENDORS 236
FIGURE 54 FINANCIAL METRICS OF KEY ADTECH VENDORS 236
FIGURE 55 YTD PRICE TOTAL RETURN AND STOCK BETA OF KEY ADTECH VENDORS 237
11.9 COMPETITIVE SCENARIO AND TRENDS 237
11.9.1 PRODUCT LAUNCHES/ENHANCEMENTS 237
TABLE 234 PRODUCT LAUNCHES/ENHANCEMENTS, 2022–2023 237
11.9.2 DEALS 239
TABLE 235 DEALS, 2021–2023 239
12 COMPANY PROFILES 242
(Business Overview, Products Offered, Recent Developments, MnM View Right to win, Strategic choices made, Weaknesses and competitive threats) *
12.1 INTRODUCTION 242
12.2 KEY PLAYERS 242
12.2.1 META 242
TABLE 236 META: BUSINESS OVERVIEW 243
FIGURE 56 META: COMPANY SNAPSHOT 243
TABLE 237 META: PRODUCTS/SOLUTIONS/SERVICES OFFERED 244
TABLE 238 META: PRODUCT LAUNCHES/ENHANCEMENTS 244
TABLE 239 META: DEALS 245
12.2.2 GOOGLE 247
TABLE 240 GOOGLE: BUSINESS OVERVIEW 247
FIGURE 57 GOOGLE: COMPANY SNAPSHOT 248
TABLE 241 GOOGLE: PRODUCTS/SOLUTIONS/SERVICES OFFERED 248
TABLE 242 GOOGLE: PRODUCT LAUNCHES/ENHANCEMENTS 249
12.2.3 AMAZON 251
TABLE 243 AMAZON: BUSINESS OVERVIEW 251
FIGURE 58 AMAZON: COMPANY SNAPSHOT 252
TABLE 244 AMAZON: PRODUCTS/SOLUTIONS/SERVICES OFFERED 252
TABLE 245 AMAZON: PRODUCT LAUNCHES/ENHANCEMENTS 253
TABLE 246 AMAZON: DEALS 254
12.2.4 ADOBE 256
TABLE 247 ADOBE: BUSINESS OVERVIEW 256
FIGURE 59 ADOBE: COMPANY SNAPSHOT 257
TABLE 248 ADOBE: PRODUCTS/SOLUTIONS/SERVICES OFFERED 257
TABLE 249 ADOBE: PRODUCT LAUNCHES/ENHANCEMENTS 258
TABLE 250 ADOBE: DEALS 258
12.2.5 YAHOO 260
TABLE 251 YAHOO: BUSINESS OVERVIEW 260
TABLE 252 YAHOO: PRODUCTS/SOLUTIONS/SERVICES OFFERED 260
TABLE 253 YAHOO: PRODUCT LAUNCHES/ENHANCEMENTS 261
TABLE 254 YAHOO: DEALS 261
12.2.6 ZETA 264
TABLE 255 ZETA: BUSINESS OVERVIEW 264
FIGURE 60 ZETA: COMPANY SNAPSHOT 265
TABLE 256 ZETA: PRODUCTS/SOLUTIONS/SERVICES OFFERED 265
TABLE 257 ZETA: PRODUCT LAUNCHES/ENHANCEMENTS 266
TABLE 258 ZETA: DEALS 266
12.3 OTHER KEY PLAYERS 267
12.3.1 MICROSOFT 267
12.3.2 CELTRA 267
12.3.3 BASIS TECHNOLOGIES 268
12.3.4 LUNA 268
12.3.5 NEXTROLL 269
12.3.6 QUANTCAST 269
12.3.7 CRITEO 270
12.3.8 AFFLE 270
12.3.9 INMOBI 271
12.3.10 DEMANDBASE 271
12.3.11 THE TRADE DESK 272
12.3.12 ADFORM 272
12.3.13 EQUATIV 273
12.3.14 ILLUMIN 273
12.3.15 TREMOR INTERNATIONAL 274
12.3.16 INNOVID 274
12.3.17 MEDIAOCEAN 275
12.3.18 DOUBLEVERIFY 275
12.3.19 MAGNITE 276
12.4 START-UPS/SMES 276
12.4.1 COPY.AI 276
12.4.2 NICKELYTICS 277
12.4.3 C WIRE 277
12.4.4 CAVAI 278
12.4.5 TITAN DIGITAL 278
12.4.6 GLIMPSE PROTOCOL 279
12.4.7 STACKADAPT 279
12.4.8 COSMOSE AI 280
12.4.9 VIDSY 280
12.4.10 LINKBY 281
*Details on Business Overview, Products Offered, Recent Developments, MnM View, Right to win, Strategic choices made, Weaknesses and competitive threats might not be captured in case of unlisted companies.
13 ADJACENT AND RELATED MARKETS 282
13.1 INTRODUCTION 282
13.2 APP ANALYTICS MARKET 282
13.2.1 MARKET DEFINITION 282
13.2.2 MARKET OVERVIEW 282
13.2.2.1 App analytics market, by offering 283
TABLE 259 APP ANALYTICS MARKET, BY OFFERING, 2017–2022 (USD MILLION) 283
TABLE 260 APP ANALYTICS MARKET, BY OFFERING, 2023–2028 (USD MILLION) 283
13.2.2.2 App analytics market, by type 283
TABLE 261 APP ANALYTICS MARKET, BY TYPE, 2017–2022 (USD MILLION) 284
TABLE 262 APP ANALYTICS MARKET, BY TYPE, 2023–2028 (USD MILLION) 284
13.2.2.3 App analytics market, by vertical 284
TABLE 263 APP ANALYTICS MARKET, BY VERTICAL, 2017–2022 (USD MILLION) 284
TABLE 264 APP ANALYTICS MARKET, BY VERTICAL, 2023–2028 (USD MILLION) 285
13.2.2.4 App analytics market, by region 285
TABLE 265 APP ANALYTICS MARKET, BY REGION, 2017–2022 (USD MILLION) 285
TABLE 266 APP ANALYTICS MARKET, BY REGION, 2023–2028 (USD MILLION) 286
13.3 MOBILE APPS AND WEB ANALYTICS MARKET 286
13.3.1 MARKET DEFINITION 286
13.3.2 MARKET OVERVIEW 286
13.3.2.1 Mobile apps and web analytics market, by component 287
TABLE 267 MOBILE APPS AND WEB ANALYTICS MARKET, BY COMPONENT, 2016–2021 (USD MILLION) 287
TABLE 268 MOBILE APPS AND WEB ANALYTICS MARKET, BY COMPONENT, 2022–2027 (USD MILLION) 287
13.3.2.2 Mobile apps and web analytics market, by organization size 287
TABLE 269 MOBILE APPS AND WEB ANALYTICS MARKET, BY ORGANIZATION SIZE, 2016–2021 (USD MILLION) 288
TABLE 270 MOBILE APPS AND WEB ANALYTICS MARKET, BY ORGANIZATION SIZE, 2022–2027 (USD MILLION) 288
13.3.2.3 Mobile apps and web analytics market, by deployment mode 288
TABLE 271 MOBILE APPS AND WEB ANALYTICS MARKET, BY DEPLOYMENT MODE, 2016–2021 (USD MILLION) 288
TABLE 272 MOBILE APPS AND WEB ANALYTICS MARKET, BY DEPLOYMENT MODE, 2022–2027 (USD MILLION) 288
13.3.2.4 Mobile apps and web analytics market, by application 289
TABLE 273 MOBILE APPS AND WEB ANALYTICS MARKET, BY APPLICATION, 2016–2021 (USD MILLION) 289
TABLE 274 MOBILE APPS AND WEB ANALYTICS MARKET, BY APPLICATION, 2022–2027 (USD MILLION) 290
13.3.2.5 Mobile apps and web analytics market, by region 290
TABLE 275 MOBILE APPS AND WEB ANALYTICS MARKET, BY REGION, 2016–2021 (USD MILLION) 291
TABLE 276 MOBILE APPS AND WEB ANALYTICS MARKET, BY REGION, 2022–2027 (USD MILLION) 291
14 APPENDIX 292
14.1 DISCUSSION GUIDE 292
14.2 KNOWLEDGESTORE: MARKETSANDMARKETS’ SUBSCRIPTION PORTAL 298
14.3 CUSTOMIZATION OPTIONS 300
14.4 RELATED REPORTS 300
14.5 AUTHOR DETAILS 301
