광고 테크놀러지(ad Tech) 소프트웨어 시장(2024-2028년)

The advertising technology (ad tech) software market is forecasted to grow by USD 11.5 bn during 2023-2028, accelerating at a CAGR of 7.78% during the forecast period. The report on the advertising technology (ad tech) software market provides a holistic analysis, market size and forecast, trends, growth drivers, and challenges, as well as vendor analysis covering around 25 vendors.

The report offers an up-to-date analysis regarding the current market scenario, the latest trends and drivers, and the overall market environment. The market is driven by increasing internet and smartphone penetration, improved user experience, and emerging trend of social media.

Technavio's advertising technology (ad tech) software market is segmented as below:

By End-user

• Retail and consumer goods
• IT and telecom
• BFSI
• Media and entertainment
• Others

By Deployment

• Cloud-based
• On-premises

By Geographical Landscape

• North America
• Europe
• APAC
• Middle East and Africa
• South America

This study identifies the integration of ai and machine learning as one of the prime reasons driving the advertising technology (ad tech) software market growth during the next few years. Also, increasing use of personalization in-app ads and decline in offline ad spending will lead to sizable demand in the market.

The report on the advertising technology (ad tech) software market covers the following areas:

• Advertising technology (ad tech) software market sizing
• Advertising technology (ad tech) software market forecast
• Advertising technology (ad tech) software market industry analysis

The robust vendor analysis is designed to help clients improve their market position, and in line with this, this report provides a detailed analysis of several leading advertising technology (ad tech) software market vendors that include Adform, Adobe Inc., Alphabet Inc., Amazon.com Inc., Criteo SA, InMobi Pte. Ltd., Integral Ad Science Holding Corp., Magnite Inc., MediaMath Inc., Mediaocean LLC, Meta Platforms Inc., Microsoft Corp., NextRoll Inc., OpenX Technologies Inc., PubMatic Inc., Skai, The Trade Desk Inc., Tremor International Ltd., Twitter Inc., and WebFX. Also, the advertising technology (ad tech) software market analysis report includes information on upcoming trends and challenges that will influence market growth. This is to help companies strategize and leverage all forthcoming growth opportunities.

The study was conducted using an objective combination of primary and secondary information including inputs from key participants in the industry. The report contains a comprehensive market and vendor landscape in addition to an analysis of the key vendors.

The publisher presents a detailed picture of the market by the way of study, synthesis, and summation of data from multiple sources by an analysis of key parameters such as profit, pricing, competition, and promotions. It presents various market facets by identifying the key industry influencers. The data presented is comprehensive, reliable, and a result of extensive research - both primary and secondary. The market research reports provide a complete competitive landscape and an in-depth vendor selection methodology and analysis using qualitative and quantitative research to forecast the accurate market growth.

Table of Contents

1 Executive Summary

• 1.1 Market overview
  • Executive Summary - Chart on Market Overview
  • Executive Summary - Data Table on Market Overview
  • Executive Summary - Chart on Global Market Characteristics
  • Executive Summary - Chart on Market By Geographical Landscape
  • Executive Summary - Chart on Market Segmentation by End-user
  • Executive Summary - Chart on Market Segmentation by Deployment
  • Executive Summary - Chart on Incremental Growth
  • Executive Summary - Data Table on Incremental Growth
  • Executive Summary - Chart on Company Market Positioning

2 Market Landscape

• 2.1 Market ecosystem
  • Parent Market
  • Data Table on - Parent Market
• 2.2 Market characteristics
  • Market characteristics analysis
• 2.3 Value chain analysis
  • Value Chain Analysis

3 Market Sizing

• 3.1 Market definition
  • Offerings of companies included in the market definition
• 3.2 Market segment analysis
  • Market segments
• 3.3 Market size 2023
• 3.4 Market outlook: Forecast for 2023-2028
  • Chart on Global - Market size and forecast 2023-2028 ($ billion)
  • Data Table on Global - Market size and forecast 2023-2028 ($ billion)
  • Chart on Global Market: Year-over-year growth 2023-2028 (%)
  • Data Table on Global Market: Year-over-year growth 2023-2028 (%)

4 Historic Market Size

• 4.1 Global Advertising Technology (Ad Tech) Software Market 2018 - 2022
  • Historic Market Size - Data Table on Global Advertising Technology (Ad Tech) Software Market 2018 - 2022 ($ billion)
• 4.2 End-user segment analysis 2018 - 2022
  • Historic Market Size - End-user Segment 2018 - 2022 ($ billion)
• 4.3 Deployment segment analysis 2018 - 2022
  • Historic Market Size - Deployment Segment 2018 - 2022 ($ billion)
• 4.4 Geography segment analysis 2018 - 2022
  • Historic Market Size - Geography Segment 2018 - 2022 ($ billion)
• 4.5 Country segment analysis 2018 - 2022
  • Historic Market Size - Country Segment 2018 - 2022 ($ billion)

5 Five Forces Analysis

• 5.1 Five forces summary
  • Five forces analysis - Comparison between 2023 and 2028
• 5.2 Bargaining power of buyers
  • Bargaining power of buyers - Impact of key factors 2023 and 2028
• 5.3 Bargaining power of suppliers
  • Bargaining power of suppliers - Impact of key factors in 2023 and 2028
• 5.4 Threat of new entrants
  • Threat of new entrants - Impact of key factors in 2023 and 2028
• 5.5 Threat of substitutes
  • Threat of substitutes - Impact of key factors in 2023 and 2028
• 5.6 Threat of rivalry
  • Threat of rivalry - Impact of key factors in 2023 and 2028
• 5.7 Market condition
  • Chart on Market condition - Five forces 2023 and 2028

6 Market Segmentation by End-user

• 6.1 Market segments
  • Chart on End-user - Market share 2023-2028 (%)
  • Data Table on End-user - Market share 2023-2028 (%)
• 6.2 Comparison by End-user
  • Chart on Comparison by End-user
  • Data Table on Comparison by End-user
• 6.3 Retail and consumer goods - Market size and forecast 2023-2028
  • Chart on Retail and consumer goods - Market size and forecast 2023-2028 ($ billion)
  • Data Table on Retail and consumer goods - Market size and forecast 2023-2028 ($ billion)
  • Chart on Retail and consumer goods - Year-over-year growth 2023-2028 (%)
  • Data Table on Retail and consumer goods - Year-over-year growth 2023-2028 (%)
• 6.4 IT and telecom - Market size and forecast 2023-2028
  • Chart on IT and telecom - Market size and forecast 2023-2028 ($ billion)
  • Data Table on IT and telecom - Market size and forecast 2023-2028 ($ billion)
  • Chart on IT and telecom - Year-over-year growth 2023-2028 (%)
  • Data Table on IT and telecom - Year-over-year growth 2023-2028 (%)
• 6.5 BFSI - Market size and forecast 2023-2028
  • Chart on BFSI - Market size and forecast 2023-2028 ($ billion)
  • Data Table on BFSI - Market size and forecast 2023-2028 ($ billion)
  • Chart on BFSI - Year-over-year growth 2023-2028 (%)
  • Data Table on BFSI - Year-over-year growth 2023-2028 (%)
• 6.6 Media and entertainment - Market size and forecast 2023-2028
  • Chart on Media and entertainment - Market size and forecast 2023-2028 ($ billion)
  • Data Table on Media and entertainment - Market size and forecast 2023-2028 ($ billion)
  • Chart on Media and entertainment - Year-over-year growth 2023-2028 (%)
  • Data Table on Media and entertainment - Year-over-year growth 2023-2028 (%)
• 6.7 Others - Market size and forecast 2023-2028
  • Chart on Others - Market size and forecast 2023-2028 ($ billion)
  • Data Table on Others - Market size and forecast 2023-2028 ($ billion)
  • Chart on Others - Year-over-year growth 2023-2028 (%)
  • Data Table on Others - Year-over-year growth 2023-2028 (%)
• 6.8 Market opportunity by End-user
  • Market opportunity by End-user ($ billion)
  • Data Table on Market opportunity by End-user ($ billion)

7 Market Segmentation by Deployment

• 7.1 Market segments
  • Chart on Deployment - Market share 2023-2028 (%)
  • Data Table on Deployment - Market share 2023-2028 (%)
• 7.2 Comparison by Deployment
  • Chart on Comparison by Deployment
  • Data Table on Comparison by Deployment
• 7.3 Cloud-based - Market size and forecast 2023-2028
  • Chart on Cloud-based - Market size and forecast 2023-2028 ($ billion)
  • Data Table on Cloud-based - Market size and forecast 2023-2028 ($ billion)
  • Chart on Cloud-based - Year-over-year growth 2023-2028 (%)
  • Data Table on Cloud-based - Year-over-year growth 2023-2028 (%)
• 7.4 On-premises - Market size and forecast 2023-2028
  • Chart on On-premises - Market size and forecast 2023-2028 ($ billion)
  • Data Table on On-premises - Market size and forecast 2023-2028 ($ billion)
  • Chart on On-premises - Year-over-year growth 2023-2028 (%)
  • Data Table on On-premises - Year-over-year growth 2023-2028 (%)
• 7.5 Market opportunity by Deployment
  • Market opportunity by Deployment ($ billion)
  • Data Table on Market opportunity by Deployment ($ billion)

8 Customer Landscape

• 8.1 Customer landscape overview
  • Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria

9 Geographic Landscape

• 9.1 Geographic segmentation
  • Chart on Market share By Geographical Landscape 2023-2028 (%)
  • Data Table on Market share By Geographical Landscape 2023-2028 (%)
• 9.2 Geographic comparison
  • Chart on Geographic comparison
  • Data Table on Geographic comparison
• 9.3 North America - Market size and forecast 2023-2028
  • Chart on North America - Market size and forecast 2023-2028 ($ billion)
  • Data Table on North America - Market size and forecast 2023-2028 ($ billion)
  • Chart on North America - Year-over-year growth 2023-2028 (%)
  • Data Table on North America - Year-over-year growth 2023-2028 (%)
• 9.4 Europe - Market size and forecast 2023-2028
  • Chart on Europe - Market size and forecast 2023-2028 ($ billion)
  • Data Table on Europe - Market size and forecast 2023-2028 ($ billion)
  • Chart on Europe - Year-over-year growth 2023-2028 (%)
  • Data Table on Europe - Year-over-year growth 2023-2028 (%)
• 9.5 APAC - Market size and forecast 2023-2028
  • Chart on APAC - Market size and forecast 2023-2028 ($ billion)
  • Data Table on APAC - Market size and forecast 2023-2028 ($ billion)
  • Chart on APAC - Year-over-year growth 2023-2028 (%)
  • Data Table on APAC - Year-over-year growth 2023-2028 (%)
• 9.6 Middle East and Africa - Market size and forecast 2023-2028
  • Chart on Middle East and Africa - Market size and forecast 2023-2028 ($ billion)
  • Data Table on Middle East and Africa - Market size and forecast 2023-2028 ($ billion)
  • Chart on Middle East and Africa - Year-over-year growth 2023-2028 (%)
  • Data Table on Middle East and Africa - Year-over-year growth 2023-2028 (%)
• 9.7 South America - Market size and forecast 2023-2028
  • Chart on South America - Market size and forecast 2023-2028 ($ billion)
  • Data Table on South America - Market size and forecast 2023-2028 ($ billion)
  • Chart on South America - Year-over-year growth 2023-2028 (%)
  • Data Table on South America - Year-over-year growth 2023-2028 (%)
• 9.8 US - Market size and forecast 2023-2028
  • Chart on US - Market size and forecast 2023-2028 ($ billion)
  • Data Table on US - Market size and forecast 2023-2028 ($ billion)
  • Chart on US - Year-over-year growth 2023-2028 (%)
  • Data Table on US - Year-over-year growth 2023-2028 (%)
• 9.9 China - Market size and forecast 2023-2028
  • Chart on China - Market size and forecast 2023-2028 ($ billion)
  • Data Table on China - Market size and forecast 2023-2028 ($ billion)
  • Chart on China - Year-over-year growth 2023-2028 (%)
  • Data Table on China - Year-over-year growth 2023-2028 (%)
• 9.10 Japan - Market size and forecast 2023-2028
  • Chart on Japan - Market size and forecast 2023-2028 ($ billion)
  • Data Table on Japan - Market size and forecast 2023-2028 ($ billion)
  • Chart on Japan - Year-over-year growth 2023-2028 (%)
  • Data Table on Japan - Year-over-year growth 2023-2028 (%)
• 9.11 UK - Market size and forecast 2023-2028
  • Chart on UK - Market size and forecast 2023-2028 ($ billion)
  • Data Table on UK - Market size and forecast 2023-2028 ($ billion)
  • Chart on UK - Year-over-year growth 2023-2028 (%)
  • Data Table on UK - Year-over-year growth 2023-2028 (%)
• 9.12 Germany - Market size and forecast 2023-2028
  • Chart on Germany - Market size and forecast 2023-2028 ($ billion)
  • Data Table on Germany - Market size and forecast 2023-2028 ($ billion)
  • Chart on Germany - Year-over-year growth 2023-2028 (%)
  • Data Table on Germany - Year-over-year growth 2023-2028 (%)
• 9.13 Market opportunity By Geographical Landscape
  • Market opportunity By Geographical Landscape ($ billion)
  • Data Tables on Market opportunity By Geographical Landscape ($ billion)

10 Drivers, Challenges, and Opportunity/Restraints

• 10.1 Market drivers
• 10.2 Market challenges
• 10.3 Impact of drivers and challenges
  • Impact of drivers and challenges in 2023 and 2028
• 10.4 Market opportunities/restraints

11 Competitive Landscape

• 11.1 Overview
• 11.2 Competitive Landscape
  • Overview on criticality of inputs and factors of differentiation
• 11.3 Landscape disruption
  • Overview on factors of disruption
• 11.4 Industry risks
  • Impact of key risks on business

12 Competitive Analysis

• 12.1 Companies profiled
  • Companies covered
• 12.2 Market positioning of companies
  • Matrix on companies position and classification
• 12.3 Adform
  • Adform - Overview
  • Adform - Product / Service
  • Adform - Key offerings
• 12.4 Adobe Inc.
  • Adobe Inc. - Overview
  • Adobe Inc. - Business segments
  • Adobe Inc. - Key news
  • Adobe Inc. - Key offerings
  • Adobe Inc. - Segment focus
• 12.5 Alphabet Inc.
  • Alphabet Inc. - Overview
  • Alphabet Inc. - Business segments
  • Alphabet Inc. - Key offerings
  • Alphabet Inc. - Segment focus
• 12.6 Amazon.com Inc.
  • Amazon.com Inc. - Overview
  • Amazon.com Inc. - Business segments
  • Amazon.com Inc. - Key news
  • Amazon.com Inc. - Key offerings
  • Amazon.com Inc. - Segment focus
• 12.7 InMobi Pte. Ltd.
  • InMobi Pte. Ltd. - Overview
  • InMobi Pte. Ltd. - Product / Service
  • InMobi Pte. Ltd. - Key offerings
• 12.8 Integral Ad Science Holding Corp.
  • Integral Ad Science Holding Corp. - Overview
  • Integral Ad Science Holding Corp. - Business segments
  • Integral Ad Science Holding Corp. - Key offerings
  • Integral Ad Science Holding Corp. - Segment focus
• 12.9 Magnite Inc.
  • Magnite Inc. - Overview
  • Magnite Inc. - Product / Service
  • Magnite Inc. - Key offerings
• 12.10 Meta Platforms Inc.
  • Meta Platforms Inc. - Overview
  • Meta Platforms Inc. - Product / Service
  • Meta Platforms Inc. - Key news
  • Meta Platforms Inc. - Key offerings
• 12.11 Microsoft Corp.
  • Microsoft Corp. - Overview
  • Microsoft Corp. - Business segments
  • Microsoft Corp. - Key news
  • Microsoft Corp. - Key offerings
  • Microsoft Corp. - Segment focus
• 12.12 OpenX Technologies Inc.
  • OpenX Technologies Inc. - Overview
  • OpenX Technologies Inc. - Product / Service
  • OpenX Technologies Inc. - Key offerings
• 12.13 PubMatic Inc.
  • PubMatic Inc. - Overview
  • PubMatic Inc. - Business segments
  • PubMatic Inc. - Key offerings
  • PubMatic Inc. - Segment focus
• 12.14 The Trade Desk Inc.
  • The Trade Desk Inc. - Overview
  • The Trade Desk Inc. - Product / Service
  • The Trade Desk Inc. - Key offerings
• 12.15 Tremor International Ltd
  • Tremor International Ltd - Overview
  • Tremor International Ltd - Product / Service
  • Tremor International Ltd - Key offerings
• 12.16 Twitter Inc.
  • Twitter Inc. - Overview
  • Twitter Inc. - Product / Service
  • Twitter Inc. - Key offerings
• 12.17 WebFX
  • WebFX - Overview
  • WebFX - Product / Service
  • WebFX - Key offerings

13 Appendix

• 13.1 Scope of the report
• 13.2 Inclusions and exclusions checklist
  • Inclusions checklist
  • Exclusions checklist
• 13.3 Currency conversion rates for US$
  • Currency conversion rates for US$
• 13.4 Research methodology
  • Research methodology
• 13.5 Data procurement
  • Information sources
• 13.6 Data validation
  • Data validation
• 13.7 Validation techniques employed for market sizing
  • Validation techniques employed for market sizing
• 13.8 Data synthesis
  • Data synthesis
• 13.9 360 degree market analysis
  • 360 degree market analysis
• 13.10 List of abbreviations
  • List of abbreviations