세계의 애드테크 시장 : 제공 제품별, 광고 유형별, 전개 모드별, 업종별 - 예측(2025-2030년)

The AdTech Market was valued at USD 560.38 billion in 2023, expected to reach USD 635.35 billion in 2024, and is projected to grow at a CAGR of 13.07%, to USD 1,324.72 billion by 2030.

The AdTech market encompasses a diverse range of technologies used for managing and analyzing advertising campaigns across various digital platforms. It includes a broad spectrum of solutions like demand-side platforms (DSPs), supply-side platforms (SSPs), ad exchanges, data management platforms (DMPs), and programmatic advertising. The necessity of AdTech is driven by the increased demand for targeted advertising and the growing digitalization of consumer behavior. These technologies enable advertisers to deliver personalized content, optimize budget allocation, and enhance campaign performance. The end-use scope primarily includes advertisers, publishers, ad agencies, and brand marketers seeking efficient audience engagement tactics and maximized ROI. Key growth factors include the surge in internet connectivity, increasing digital ad spending, and advancements in AI and machine learning, which facilitate better predictive analytics and real-time decision-making processes.

Recent opportunities in the AdTech market are shaped by the integration of AI-powered analytics, use of blockchain for transparency, and the evolution of privacy-centric solutions to combat regulatory challenges such as GDPR and CCPA. To capitalize, companies should focus on building privacy-first ad solutions, enhancing cross-channel campaign measurement, and leveraging advanced analytics for richer consumer insights. However, limitations such as data privacy concerns, ad fraud, and increasing competition significantly challenge market growth. Additionally, the reliance on third-party cookies poses concerns as the industry shifts toward cookie-less tracking methods. Innovation areas include development in automated advertising, contextual advertising, and advancement of augmented reality (AR) as a tool for more immersive consumer experiences. Overall, the market is dynamic, characterized by rapid technological changes and constant regulatory updates. Continuous research is essential for staying ahead, particularly in predictive analytics, user privacy technologies, and the integration of IoT in advertising environments. A strategic focus on building adaptable, privacy-compliant technologies and partnerships can lead businesses toward sustained growth in the ever-evolving AdTech landscape.

Market Dynamics: Unveiling Key Market Insights in the Rapidly Evolving AdTech Market

The AdTech Market is undergoing transformative changes driven by a dynamic interplay of supply and demand factors. Understanding these evolving market dynamics prepares business organizations to make informed investment decisions, refine strategic decisions, and seize new opportunities. By gaining a comprehensive view of these trends, business organizations can mitigate various risks across political, geographic, technical, social, and economic domains while also gaining a clearer understanding of consumer behavior and its impact on manufacturing costs and purchasing trends.

• Market Drivers
  • Surge in adoption of AI converging in Adtech
  • Increasing utilization of smartphones for greater mobile optimization and in-app advertising
  • Rise in the trend among small and large businesses to use social media promotions
• Market Restraints
  • Stringent privacy regulations and security concerns
• Market Opportunities
  • Rapid growth of multimedia content on the internet
  • Emerging technologies and developments across advertising industries
• Market Challenges
  • Presence of Ad-blocking bypass solutions

Porter's Five Forces: A Strategic Tool for Navigating the AdTech Market

Porter's five forces framework is a critical tool for understanding the competitive landscape of the AdTech Market. It offers business organizations with a clear methodology for evaluating their competitive positioning and exploring strategic opportunities. This framework helps businesses assess the power dynamics within the market and determine the profitability of new ventures. With these insights, business organizations can leverage their strengths, address weaknesses, and avoid potential challenges, ensuring a more resilient market positioning.

PESTLE Analysis: Navigating External Influences in the AdTech Market

External macro-environmental factors play a pivotal role in shaping the performance dynamics of the AdTech Market. Political, Economic, Social, Technological, Legal, and Environmental factors analysis provides the necessary information to navigate these influences. By examining PESTLE factors, businesses can better understand potential risks and opportunities. This analysis enables business organizations to anticipate changes in regulations, consumer preferences, and economic trends, ensuring they are prepared to make proactive, forward-thinking decisions.

Market Share Analysis: Understanding the Competitive Landscape in the AdTech Market

A detailed market share analysis in the AdTech Market provides a comprehensive assessment of vendors' performance. Companies can identify their competitive positioning by comparing key metrics, including revenue, customer base, and growth rates. This analysis highlights market concentration, fragmentation, and trends in consolidation, offering vendors the insights required to make strategic decisions that enhance their position in an increasingly competitive landscape.

FPNV Positioning Matrix: Evaluating Vendors' Performance in the AdTech Market

The Forefront, Pathfinder, Niche, Vital (FPNV) Positioning Matrix is a critical tool for evaluating vendors within the AdTech Market. This matrix enables business organizations to make well-informed decisions that align with their goals by assessing vendors based on their business strategy and product satisfaction. The four quadrants provide a clear and precise segmentation of vendors, helping users identify the right partners and solutions that best fit their strategic objectives.

Strategy Analysis & Recommendation: Charting a Path to Success in the AdTech Market

A strategic analysis of the AdTech Market is essential for businesses looking to strengthen their global market presence. By reviewing key resources, capabilities, and performance indicators, business organizations can identify growth opportunities and work toward improvement. This approach helps businesses navigate challenges in the competitive landscape and ensures they are well-positioned to capitalize on newer opportunities and drive long-term success.

Key Company Profiles

The report delves into recent significant developments in the AdTech Market, highlighting leading vendors and their innovative profiles. These include Adform A/S, Adobe Inc., Affle International Pte Ltd., Amazon.com, Inc., Basis Global Technologies, Inc., Celtra Inc., Criteo SA, Demandbase Inc., DoubleVerify, Inc., Equativ, Google LLC, InMobi Technology Services Private Limited, Innovid, LLC, Magnite, Inc., Mediaocean LLC, Meta Platforms, Inc., Microsoft Corporation, NextRoll Inc., Nexxen Group, Nickelytics, Oracle Corporation,, Quantcast International Limited, Trade Desk, Inc., and Zeta Global Corp..

Market Segmentation & Coverage

This research report categorizes the AdTech Market to forecast the revenues and analyze trends in each of the following sub-markets:

• Based on Offering, market is studied across Services and Solutions. The Services is further studied across Managed Services, Professional Services, Support & Maintenance, System Integration & Implementation, and Training & Consulting. The Solutions is further studied across Ad Analytics & Attribution Platforms, Ad Creative & Production Tools, Ad Exchange Platform, Ad Networks, Ad Verification & Brand Safety, Agency Trading Desks (ATD), Data Management Platform (DMP), Demand-Side Platform (DSP), and Supply-Side Platform (SSP).
• Based on Advertising Type, market is studied across Display Advertising, Email Advertising, Mobile Advertising, Native Advertising, Programmatic Advertising, and Search Advertising.
• Based on Deployment Mode, market is studied across Cloud and On-premise.
• Based on Vertical, market is studied across BFSI, Food & Beverages, Healthcare & Life Sciences, Manufacturing, Media & Entertainment, Retail & eCommerce, Telecom, Transportation & Logistics, and Travel & Hospitality.
• Based on Region, market is studied across Americas, Asia-Pacific, and Europe, Middle East & Africa. The Americas is further studied across Argentina, Brazil, Canada, Mexico, and United States. The United States is further studied across California, Florida, Illinois, New York, Ohio, Pennsylvania, and Texas. The Asia-Pacific is further studied across Australia, China, India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan, Thailand, and Vietnam. The Europe, Middle East & Africa is further studied across Denmark, Egypt, Finland, France, Germany, Israel, Italy, Netherlands, Nigeria, Norway, Poland, Qatar, Russia, Saudi Arabia, South Africa, Spain, Sweden, Switzerland, Turkey, United Arab Emirates, and United Kingdom.

The report offers a comprehensive analysis of the market, covering key focus areas:

1. Market Penetration: A detailed review of the current market environment, including extensive data from top industry players, evaluating their market reach and overall influence.

2. Market Development: Identifies growth opportunities in emerging markets and assesses expansion potential in established sectors, providing a strategic roadmap for future growth.

3. Market Diversification: Analyzes recent product launches, untapped geographic regions, major industry advancements, and strategic investments reshaping the market.

4. Competitive Assessment & Intelligence: Provides a thorough analysis of the competitive landscape, examining market share, business strategies, product portfolios, certifications, regulatory approvals, patent trends, and technological advancements of key players.

5. Product Development & Innovation: Highlights cutting-edge technologies, R&D activities, and product innovations expected to drive future market growth.

The report also answers critical questions to aid stakeholders in making informed decisions:

1. What is the current market size, and what is the forecasted growth?

2. Which products, segments, and regions offer the best investment opportunities?

3. What are the key technology trends and regulatory influences shaping the market?

4. How do leading vendors rank in terms of market share and competitive positioning?

5. What revenue sources and strategic opportunities drive vendors' market entry or exit strategies?

Table of Contents

1. Preface

• 1.1. Objectives of the Study
• 1.2. Market Segmentation & Coverage
• 1.3. Years Considered for the Study
• 1.4. Currency & Pricing
• 1.5. Language
• 1.6. Stakeholders

2. Research Methodology

• 2.1. Define: Research Objective
• 2.2. Determine: Research Design
• 2.3. Prepare: Research Instrument
• 2.4. Collect: Data Source
• 2.5. Analyze: Data Interpretation
• 2.6. Formulate: Data Verification
• 2.7. Publish: Research Report
• 2.8. Repeat: Report Update

3. Executive Summary

4. Market Overview

5. Market Insights

• 5.1. Market Dynamics
  • 5.1.1. Drivers
    • 5.1.1.1. Surge in adoption of AI converging in Adtech
    • 5.1.1.2. Increasing utilization of smartphones for greater mobile optimization and in-app advertising
    • 5.1.1.3. Rise in the trend among small and large businesses to use social media promotions
  • 5.1.2. Restraints
    • 5.1.2.1. Stringent privacy regulations and security concerns
  • 5.1.3. Opportunities
    • 5.1.3.1. Rapid growth of multimedia content on the internet
    • 5.1.3.2. Emerging technologies and developments across advertising industries
  • 5.1.4. Challenges
    • 5.1.4.1. Presence of Ad-blocking bypass solutions
• 5.2. Market Segmentation Analysis
  • 5.2.1. Offering: Potential utilization of AdTech solutions to address specific ad technology issues
  • 5.2.2. Advertising Type: Search advertising provides a highly personalized avenue for lead conversion
  • 5.2.3. Deployment Mode: Penetration of On-Premise deployment mode providing optimal data security and customization
  • 5.2.4. Vertical: High adoption of Adtech technology in the media & entertainment sector
• 5.3. Porter's Five Forces Analysis
  • 5.3.1. Threat of New Entrants
  • 5.3.2. Threat of Substitutes
  • 5.3.3. Bargaining Power of Customers
  • 5.3.4. Bargaining Power of Suppliers
  • 5.3.5. Industry Rivalry
• 5.4. PESTLE Analysis
  • 5.4.1. Political
  • 5.4.2. Economic
  • 5.4.3. Social
  • 5.4.4. Technological
  • 5.4.5. Legal
  • 5.4.6. Environmental

6. AdTech Market, by Offering

• 6.1. Introduction
• 6.2. Services
  • 6.2.1. Managed Services
  • 6.2.2. Professional Services
  • 6.2.3. Support & Maintenance
  • 6.2.4. System Integration & Implementation
  • 6.2.5. Training & Consulting
• 6.3. Solutions
  • 6.3.1. Ad Analytics & Attribution Platforms
  • 6.3.2. Ad Creative & Production Tools
  • 6.3.3. Ad Exchange Platform
  • 6.3.4. Ad Networks
  • 6.3.5. Ad Verification & Brand Safety
  • 6.3.6. Agency Trading Desks (ATD)
  • 6.3.7. Data Management Platform (DMP)
  • 6.3.8. Demand-Side Platform (DSP)
  • 6.3.9. Supply-Side Platform (SSP)

7. AdTech Market, by Advertising Type

• 7.1. Introduction
• 7.2. Display Advertising
• 7.3. Email Advertising
• 7.4. Mobile Advertising
• 7.5. Native Advertising
• 7.6. Programmatic Advertising
• 7.7. Search Advertising

8. AdTech Market, by Deployment Mode

• 8.1. Introduction
• 8.2. Cloud
• 8.3. On-premise

9. AdTech Market, by Vertical

• 9.1. Introduction
• 9.2. BFSI
• 9.3. Food & Beverages
• 9.4. Healthcare & Life Sciences
• 9.5. Manufacturing
• 9.6. Media & Entertainment
• 9.7. Retail & eCommerce
• 9.8. Telecom
• 9.9. Transportation & Logistics
• 9.10. Travel & Hospitality

10. Americas AdTech Market

• 10.1. Introduction
• 10.2. Argentina
• 10.3. Brazil
• 10.4. Canada
• 10.5. Mexico
• 10.6. United States

11. Asia-Pacific AdTech Market

• 11.1. Introduction
• 11.2. Australia
• 11.3. China
• 11.4. India
• 11.5. Indonesia
• 11.6. Japan
• 11.7. Malaysia
• 11.8. Philippines
• 11.9. Singapore
• 11.10. South Korea
• 11.11. Taiwan
• 11.12. Thailand
• 11.13. Vietnam

12. Europe, Middle East & Africa AdTech Market

• 12.1. Introduction
• 12.2. Denmark
• 12.3. Egypt
• 12.4. Finland
• 12.5. France
• 12.6. Germany
• 12.7. Israel
• 12.8. Italy
• 12.9. Netherlands
• 12.10. Nigeria
• 12.11. Norway
• 12.12. Poland
• 12.13. Qatar
• 12.14. Russia
• 12.15. Saudi Arabia
• 12.16. South Africa
• 12.17. Spain
• 12.18. Sweden
• 12.19. Switzerland
• 12.20. Turkey
• 12.21. United Arab Emirates
• 12.22. United Kingdom

13. Competitive Landscape

• 13.1. Market Share Analysis, 2023
• 13.2. FPNV Positioning Matrix, 2023
• 13.3. Competitive Scenario Analysis
  • 13.3.1. Privacy-First AI Platform Carter Advanced AdTech with North American Launch and Advanced Retail Media Solutions
  • 13.3.2. Netflix Inc. Unveils Plan for In-House Ad Tech Platform to Enhance Advertiser Capabilities and Streamline Operations
  • 13.3.3. Ad-tech Company Affinity Acquires German Consumer Engagement Platform
  • 13.3.4. Adtech Platform Anantadi Secures Undisclosed Seed Funding
  • 13.3.5. Y&A Transformation to Officially Launch Channel Factory at Ad: Tech New Delhi
• 13.4. Strategy Analysis & Recommendation

Companies Mentioned

• 1. Adform A/S
• 2. Adobe Inc.
• 3. Affle International Pte Ltd.
• 4. Amazon.com, Inc.
• 5. Basis Global Technologies, Inc.
• 6. Celtra Inc.
• 7. Criteo SA
• 8. Demandbase Inc.
• 9. DoubleVerify, Inc.
• 10. Equativ
• 11. Google LLC
• 12. InMobi Technology Services Private Limited
• 13. Innovid, LLC
• 14. Magnite, Inc.
• 15. Mediaocean LLC
• 16. Meta Platforms, Inc.
• 17. Microsoft Corporation
• 18. NextRoll Inc.
• 19. Nexxen Group
• 20. Nickelytics
• 21. Oracle Corporation,
• 22. Quantcast International Limited
• 23. Trade Desk, Inc.
• 24. Zeta Global Corp.