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MEDIA & ENTERTAINMENT

Global Ad Tech Market - Industry Trends and Forecast to 2032

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​REPORT OVERVIEW

Global Ad Tech Market, By Offering (Solution and Services), Advertising Type  (Programmatic Advertising, Search Advertising, Display Advertising, Mobile Advertising, Email Marketing, Native Advertising, and Others), Advertising Channel (Television Advertising, Radio Advertising, Print Advertising, Outdoor Advertising, and Digital Advertising), Enterprise Size (Large Enterprise and Small and Medium Enterprise), Deployment (On-Premise and Cloud), Platform (Mobile, Web, and Others), Industry Vertical (Retail and Consumer Goods, BFSI, IT and Telecom, Healthcare, Media and Entertainment, Transport and Logistics, Education, Hospitality, and Others), Region (North America, Europe, Asia-Pacific, South America, Middle East and Africa) – Industry Trends and Forecast to 2032.

Market Insights
The global Ad Tech market size is valued to be USD 647.91 billion in 2023 and is expected to reach USD 2,764.72 billion by 2032, and it is expected to register a CAGR of 15.28% over the forecast period 2024-2032.

The global Ad Tech (advertising technology) market encompasses a diverse range of technologies, platforms, and services designed to facilitate the buying, selling, and management of digital advertising inventory. It plays a crucial role in enabling advertisers to reach their target audiences effectively across various digital channels, including websites, mobile apps, social media platforms, and connected TV.

The respective global report analyses market trends, consumer behaviour and industry dynamics to guide towards entry into new markets with ease. Also, it assists in tailoring market specific and related products and services to meet the needs, preferences, and expectations of target audience by delving into their psychology. The report also specializes with comprehensive and extensive competitive analysis which offers useful insights into competitor strengths, weaknesses, opportunities, and threats. The respective report offers exclusive insights into the potential impact of disruptive developments and technologies that are expected to completely transform corporate operations. The context includes tailor-made research solutions to create a stronger footprint in their particular industries thereby offering dedicated customized solutions according to the client needs which helps in addressing unique business challenges with more simplified and efficient decision-making solutions.
Market Dynamics
DRIVERS
  • Proliferation of smartphones for greater mobile optimization
  • In-app advertising
RESTRAINTS
  • Stringent privacy regulations
  • Security concerns
OPPORTUNITIES
  • Widespread adoption of AR and VR technologies for more interactive and immersive experiences
  • Cross-Device and Cross-Channel Targeting
CHALLENGES
  • Presence of Ad blocking bypass solutions
  • Complex Ecosystem and Fragmentation

​SEGMENTATION

  • Offering
    • Solution
      • Demand-Size Platforms (DSPs)
      • Supply-Size Platforms (SSPs)
      • Ad Networks
      • Data Management Platforms (DMPs)
      • Ad Exchange Platforms
      • Agency Trading Desks (ATDs)
      • Others
    • Services
      • Professional Services
        • Training & Consulting
        • Advertising Type & Integration
        • Support & Maintenance
      • Managed Services
  • Advertising Type 
    • Programmatic Advertising
    • Search Advertising
    • Display Advertising
    • Mobile Advertising
    • Email Marketing
    • Native Advertising
    • Others
  • Advertising Channel
    • Television Advertising
    • Radio Advertising
    • Print Advertising
    • Outdoor Advertising
    • Digital Advertising
  • Enterprise Size
    • Large Enterprise
    • Small and Medium Enterprise
  • Deployment
    • On-Premise
    • Cloud
  • Platform
    • Mobile
    • Web
    • Others
  • Industry Vertical
    • Retail and Consumer Goods
    • BFSI
    • IT and Telecom
    • Healthcare
    • Media and Entertainment
    • Transport and Logistics
    • Education
    • Hospitality
    • Others
The respective global report is completely customizable specific to regions (North America, Europe, Asia-Pacific, South America, Middle East and Africa), countries, segments, and key players as per the client requirements.
REGIONAL SEGMENTATION
  • North America
    • U.S.
    • Canada
    • Mexico
    • Rest of North America
  • Europe
    • Germany
    • U.K.
    • France
    • Italy
    • Spain
    • Russia
    • The Netherlands
    • Belgium
    • Turkey
    • Rest of Europe
  • Asia-Pacific
    • China
    • India
    • Japan
    • South Korea
    • Singapore
    • Malaysia
    • Australia
    • Thailand
    • Philippines
    • Rest of Asia-Pacific
  • South America
    • Brazil
    • Argentina
    • Chile
    • Colombia
    • Rest of South America
  • Middle East and Africa
    • Kingdom of Saudi Arabia
    • South Africa
    • U.A.E.
    • Egypt
    • Rest of Middle East and Africa

​KEY MARKET PLAYERS

  • Adobe 
  • Alibaba Group Holding Limited
  • Amazon.com, Inc.
  • Criteo
  • Microsoft
  • SpotX
  • Verizon
  • Meta
  • Equativ
  • Linkby

​Table OF CONTENTS

  • SECTION 1 - INTRODUCTION
  • 1.1 Taxonomy
  • 1.2 Market Overview
  • 1.3 Currency and Limitations
  •   1.3.1 Currency
  •   1.3.2 Limitations
  • 1.4 Key Competitors

  • SECTION 2 - RESEARCH METHODOLOGY
  • 2.1 Research Approach
  • 2.2 Data Collection and Validation
  •   2.2.1 Secondary Research
  •   2.2.2 Primary Research
  • 2.3 Market Assessment
  •   2.3.1 Market Size Estimation
  •   2.3.2 Bottom-up Approach
  •   2.3.3 Top-down Approach
  •   2.3.4 Growth Forecast
  • 2.4 Market Study Assumptions
  • 2.5 Data Sources

  • SECTION 3 - EXECUTIVE SUMMARY
  • 3.1 Global Ad Tech Market, by Offering
  • 3.2 Global Ad Tech Market, by Advertising Type
  • 3.3 Global Ad Tech Market, by Advertising Channel
  • 3.4 Global Ad Tech Market, by Enterprise Size
  • 3.5 Global Ad Tech Market, by Deployment
  • 3.6 Global Ad Tech Market, by Platform
  • 3.7 Global Ad Tech Market, by Industry Vertical
  • 3.8 Global Ad Tech Market, by Geography
  • 3.9 Market Position Grid

  • SECTION 4 - PREMIUM INSIGHTS
  • 4.1 Regulatory Framework
  •   4.1.1 Standards
  •   4.1.2 Regulatory Landscape
  • 4.2 Value Chain Analysis
  • 4.3 Supply Chain Analysis
  • 4.4 COVID-19 Impact
  • 4.5 Russia-Ukraine War Impact
  • 4.6 PORTER's Five Force Analysis
  • 4.7 PESTLE Analysis
  • 4.8 SWOT Analysis
  • 4.9 Go to Market Strategy
  • 4.10 Opportunity Orbit
  • 4.11 Multivariate Modelling
  • 4.12 Pricing Analysis

  • SECTION 5 - MARKET DYNAMICS
  • 5.1 Trends
  •   5.1.1 Shift towards programmatic advertising
  •   5.1.2 Privacy complaint advertising
  •   5.1.3 Trend 3
  • 5.2 Drivers
  •   5.2.1 Proliferation of smartphones for greater mobile optimization
  •   5.2.2 In-app advertising
  •   5.2.3 Driver 3
  •   5.2.4 Driver 4
  • 5.3 Restraints
  •   5.3.1 Stringent privacy regulations
  •   5.3.2 Security concerns
  •   5.3.3 Restraint 3
  • 5.4 Opportunities
  •   5.4.1 Widespread adoption of AR and VR technologies for more interactive and immersive experiences
  •   5.4.2 Cross device and Cross channel targeting
  •   5.4.3 Opportunity 3
  •   5.4.4 Opportunity 4
  • 5.5 Challenges
  •   5.5.1 Presence of Ad blocking bypass solutions
  •   5.5.2 Complex ecosystem and fragmentation
  •   5.5.3 Challenge 3

  • SECTION 6 - GLOBAL AD TECH MARKET, BY OFFERING
  • 6.1 Offering Summary
  • 6.2 Market Attractive Index
  • 6.3 Global Ad Tech Market, by Offering (2019-2032)

  • SECTION 7 - GLOBAL AD TECH MARKET, BY ADVERTISING TYPE
  • 7.1 Advertising Type  Summary
  • 7.2 Market Attractive Index
  • 7.3 Global Ad Tech Market, by Advertising Type  (2019-2032)

  • SECTION 8 - GLOBAL AD TECH MARKET, BY ADVERTISING CHANNEL
  • 8.1 Advertising Channel Summary
  • 8.2 Market Attractive Index
  • 8.3 Global Ad Tech Market, by Advertising Channel (2019-2032)

  • SECTION 9 - GLOBAL AD TECH MARKET, BY ENTERPRISE SIZE
  • 9.1 Enterprise Size Summary
  • 9.2 Market Attractive Index
  • 9.3 Global Ad Tech Market, by Enterprise Size (2019-2032)

  • SECTION 10 - GLOBAL AD TECH MARKET, BY DEPLOYMENT
  • 10.1 Deployment Summary
  • 10.2 Market Attractive Index
  • 10.3 Global Ad Tech Market, by Deployment (2019-2032)

  • SECTION 11 - GLOBAL AD TECH MARKET, BY PLATFORM
  • 11.1 Platform Summary
  • 11.2 Market Attractive Index
  • 11.3 Global Ad Tech Market, by Platform (2019-2032)

  • SECTION 12 - GLOBAL AD TECH MARKET, BY INDUSTRY VERTICAL
  • 12.1 Industry Vertical Summary
  • 12.2 Market Attractive Index
  • 12.3 Global Ad Tech Market, by Industry Vertical (2019-2032)

  • SECTION 13 - GLOBAL AD TECH MARKET, BY GEOGRAPHY
  • 13.1 Regional Summary
  • 13.2 Market Attractive Index
  • 13.3 Global Ad Tech Market, by Geography (2019-2032)

  • SECTION 14 - NORTH AMERICA AD TECH MARKET
  • 14.1 North America Summary
  • 14.2 Market Attractive Index
  • 14.3 North America Ad Tech Market, by Offering (2019-2032)
  • 14.4 North America Ad Tech Market, by Advertising Type  (2019-2032)
  • 14.5 North America Ad Tech Market, by Advertising Channel (2019-2032)
  • 14.6 North America Ad Tech Market, by Enterprise Size (2019-2032)
  • 14.7 North America Ad Tech Market, by Deployment (2019-2032)
  • 14.8 North America Ad Tech Market, by Platform (2019-2032)
  • 14.9 North America Ad Tech Market, by Industry Vertical (2019-2032)
  • 14.10 North America Ad Tech Market, by Country (2019-2032)
  •   14.10.1 U.S.
  •   14.10.2 Canada
  •   14.10.3 Mexico
  •   14.10.4 Rest of North America

  • SECTION 15 - EUROPE AD TECH MARKET
  • 15.1 Europe Summary
  • 15.2 Market Attractive Index
  • 15.3 Europe Ad Tech Market, by Offering (2019-2032)
  • 15.4 Europe Ad Tech Market, by Advertising Type  (2019-2032)
  • 15.5 Europe Ad Tech Market, by Advertising Channel (2019-2032)
  • 15.6 Europe Ad Tech Market, by Enterprise Size (2019-2032)
  • 15.7 Europe Ad Tech Market, by Deployment (2019-2032)
  • 15.8 Europe Ad Tech Market, by Platform (2019-2032)
  • 15.9 Europe Ad Tech Market, by Industry Vertical (2019-2032)
  • 15.10 Europe Ad Tech Market, by Country (2019-2032)
  •   15.10.1 Germany
  •   15.10.2 U.K.
  •   15.10.3 France
  •   15.10.4 Italy
  •   15.10.5 Spain
  •   15.10.6 Russia
  •   15.10.7 The Netherlands
  •   15.10.8 Belgium
  •   15.10.9 Turkey
  •   15.10.10 Rest of Europe

  • SECTION 16 - ASIA-PACIFIC AD TECH MARKET
  • 16.1 Asia-Pacific Summary
  • 16.2 Market Attractive Index
  • 16.3 Asia-Pacific Ad Tech Market, by Offering (2019-2032)
  • 16.4 Asia-Pacific Ad Tech Market, by Advertising Type  (2019-2032)
  • 16.5 Asia-Pacific Ad Tech Market, by Advertising Channel (2019-2032)
  • 16.6 Asia-Pacific Ad Tech Market, by Enterprise Size (2019-2032)
  • 16.7 Asia-Pacific Ad Tech Market, by Deployment (2019-2032)
  • 16.8 Asia-Pacific Ad Tech Market, by Platform (2019-2032)
  • 16.9 Asia-Pacific Ad Tech Market, by Industry Vertical (2019-2032)
  • 16.10 Asia-Pacific Ad Tech Market, by Country (2019-2032)
  •   16.10.1 China
  •   16.10.2 India
  •   16.10.3 Japan
  •   16.10.4 South Korea
  •   16.10.5 Singapore
  •   16.10.6 Malaysia
  •   16.10.7 Australia
  •   16.10.8 Thailand
  •   16.10.9 Philippines
  •   16.10.10 Rest of Asia-Pacific

  • SECTION 17 - SOUTH AMERICA AD TECH MARKET
  • 17.1 South America Summary
  • 17.2 Market Attractive Index
  • 17.3 South America Ad Tech Market, by Offering (2019-2032)
  • 17.4 South America Ad Tech Market, by Advertising Type  (2019-2032)
  • 17.5 South America Ad Tech Market, by Advertising Channel (2019-2032)
  • 17.6 South America Ad Tech Market, by Enterprise Size (2019-2032)
  • 17.7 South America Ad Tech Market, by Deployment (2019-2032)
  • 17.8 South America Ad Tech Market, by Platform (2019-2032)
  • 17.9 South America Ad Tech Market, by Industry Vertical (2019-2032)
  • 17.10 South America Ad Tech Market, by Country (2019-2032)
  •   17.10.1 Brazil
  •   17.10.2 Argentina
  •   17.10.3 Chile
  •   17.10.4 Colombia
  •   17.10.5 Rest of South America

  • SECTION 18 - MIDDLE EAST AND AFRICA AD TECH MARKET
  • 18.1 Middle East and Africa Summary
  • 18.2 Market Attractive Index
  • 18.3 Middle East and Africa Ad Tech Market, by Offering (2019-2032)
  • 18.4 Middle East and Africa Ad Tech Market, by Advertising Type  (2019-2032)
  • 18.5 Middle East and Africa Ad Tech Market, by Advertising Channel (2019-2032)
  • 18.6 Middle East and Africa Ad Tech Market, by Enterprise Size (2019-2032)
  • 18.7 Middle East and Africa Ad Tech Market, by Deployment (2019-2032)
  • 18.8 Middle East and Africa Ad Tech Market, by Platform (2019-2032)
  • 18.9 Middle East and Africa Ad Tech Market, by Industry Vertical (2019-2032)
  • 18.10 Middle East and Africa Ad Tech Market, by Country (2019-2032)
  •   18.10.1 Kingdom of Saudi Arabia
  •   18.10.2 South Africa
  •   18.10.3 U.A.E.
  •   18.10.4 Egypt
  •   18.10.5 Rest of Middle East and Africa

  • SECTION 19 - COMPANY SHARE ANALYSIS
  • 19.1 Global Ad Tech Market, Company Share Analysis
  • 19.2 North America Ad Tech Market, Company Share Analysis
  • 19.3 Europe Ad Tech Market, Company Share Analysis
  • 19.4 Asia-Pacific Ad Tech Market, Company Share Analysis

  • SECTION 20 - COMPANY PROFILES
  • 20.1 Adobe
  •   20.1.1 Company Snapshot
  •   20.1.2 Financial Overview
  •   20.1.3 Product Portfolio
  •   20.1.4 Recent Developments
  • 20.2 Amazon.com, Inc.
  •   20.2.1 Company Snapshot
  •   20.2.2 Financial Overview
  •   20.2.3 Product Portfolio
  •   20.2.4 Recent Developments
  • 20.3 Criteo
  •   20.3.1 Company Snapshot
  •   20.3.2 Financial Overview
  •   20.3.3 Product Portfolio
  •   20.3.4 Recent Developments
  • 20.4 Microsoft
  •   20.4.1 Company Snapshot
  •   20.4.2 Financial Overview
  •   20.4.3 Product Portfolio
  •   20.4.4 Recent Developments
  • 20.5 SpotX
  •   20.5.1 Company Snapshot
  •   20.5.2 Financial Overview
  •   20.5.3 Product Portfolio
  •   20.5.4 Recent Developments
  • 20.6 Verizon
  •   20.6.1 Company Snapshot
  •   20.6.2 Financial Overview
  •   20.6.3 Product Portfolio
  •   20.6.4 Recent Developments
  • 20.7 Meta
  •   20.7.1 Company Snapshot
  •   20.7.2 Financial Overview
  •   20.7.3 Product Portfolio
  •   20.7.4 Recent Developments
  • 20.8 Equativ
  •   20.8.1 Company Snapshot
  •   20.8.2 Financial Overview
  •   20.8.3 Product Portfolio
  •   20.8.4 Recent Developments
  • 20.9 Linkby Pty Ltd.
  •   20.9.1 Company Snapshot
  •   20.9.2 Financial Overview
  •   20.9.3 Product Portfolio
  •   20.9.4 Recent Developments
  • 20.10 Alibaba Group Holding Limited
  •   20.10.1 Company Snapshot
  •   20.10.2 Financial Overview
  •   20.10.3 Product Portfolio
  •   20.10.4 Recent Developments

  • SECTION 21 - RELATED REPORTS

  • SECTION 22 - DISCLAIMER

​RESEARCH METHODOLOGY

The research methodology employed in Uniprism Market Research involves four basic steps namely research and data collection, data pre-processing, modeling and forecasting, quality assurance and output.
RESEARCH AND DATA COLLECTION
A tripod model research technique is followed for research and data collection in which various approaches such as primary research, secondary research, and product mapping are considered.

Primary research basically involves the process of conducting personalized interviews with market related professionals of major market players, investors, distributors, vendors and many more.

The secondary research include data published by government, annual reports, press releases, investor presentations of companies, white papers, certified publications, annual manufacturing limit of the respective industries related to the market, production consumption analysis of certain products respective to the market and many more.

Below mention are few of the sources which we have considered while estimating the market size:
For instance,
  • Research articles published on Technium
  • Science and MDPI
  • Research publications by government approved associations and societies

Product mapping means the process of mapping the list of products that a key player contributes to the market as well as estimating the revenue of those products in order to define the Global Company share analysis of the respective Global Company in global, regional, and country level markets.
DATA PRE-PROCESSING

The term "data pre-processing" refers to the collection of procedures and methods used to clean, modify, and make ready for analysis the raw data gathered during research and data collection. The completion of this phase is necessary to guarantee that the data are reliable, consistent, and appropriate for statistical analysis and other data-driven tasks. The data pre-processing ensures that the information gathered from research and data collection is comparable and expressed in standard units, by the integration of missing data pointers and algorithmic approaches.

MODELING AND FORECASTING
The process of developing mathematical, statistical, or computational representations of real-world occurrences or relationships is known as modelling. These models are intended to replicate and explain market interactions, interdependence, and dynamics. These models are used by Uniprism Market Research to acquire a better knowledge of numerous market characteristics such as customer preferences, pricing elasticity, competition dynamics, and more. Depending on the individual study aims, many types of models are utilized, such as regression models, econometric models, decision tree models, and machine learning models.

Forecasting is the process of predicting future market conditions, trends, and occurrences using past data and models. Forecasting is used by Uniprism Market Research to estimate future sales, demand for products or services, market growth, and other important performance metrics. Forecasting accurately can assist organizations in making educated decisions about resource allocation, pricing, inventory management, and marketing tactics.

We create standardized bottom-up or top-down models that scale by leveraging data science and machine learning technology. All our market models consider the unique market characteristics of each country. Forecasting is based on major market indicators and a combination of traditional methodologies, such as exponential smoothing, time series analysis, regression analysis, and more modern techniques such as machine learning algorithms are all forecasting methodologies. The method chosen is determined on the nature of the data and the specific forecasting aims.
QUALITY ASSURANCE AND OUTPUT

Quality assurance and output involves the process of validation, adjustments, further publications of key market indicators. Extensive plausibility and consistency tests are performed on derived time series to ensure the high degree of quality of our market analysis. This quality assurance procedure also includes rigorous inspection, validation, and editing by an experienced management team to assure the dependability of the published data.

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