The growing digital and internet penetration around the world, the increase in the adoption of AdTech solution to enhance operation & productivity, and the rising adoption of advanced technology such as artificial intelligence (AI), machine learning, and AR/VR, among others drive the AdTech Market.
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The AdTech market is segmented into solution, advertising type, enterprise size, platform, industry vertical, and region. As per solution, it is bifurcated into demand-side platforms (DSPs), supply-side platforms (SSPs), ad networks, data management platforms (DMPs) and others. According to advertising type, it is divided into programmatic advertising, search advertising, display advertising, mobile advertising, email marketing, native advertising, and others.
Depending on enterprise size, the market is segregated into small & medium-sized enterprises and large enterprises. According to platform, the market is segregated into mobile, web, and others. By industry vertical, the market is classified into BFSI, IT & telecom, retail & consumer goods, education, healthcare, media and entertainment, and others. Region wise, it is analyzed across North America, Europe, Asia-Pacific, and LAMEA.
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Based on region, the market in North America was the largest in 2021, accounting for nearly two-fifths of the global AdTech market. The increasing investment in advanced technologies such as AdTech solution to improve businesses and the customer experience are anticipated to propel the growth of AdTech market in North America. However, the market in Asia-Pacific is likely to dominate in terms of revenue and show the fastest CAGR of 17.7% during the forecast period.
The key players in the AdTech market analysis are Adobe Inc., Alibaba Group Holding Limited, Amazon.com, Inc., Oracle Corporation, Google LLC, InMobi, Meta Platforms, Inc., Microsoft Corporation, Twitter, Inc., and Verizon Communications Inc.
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Covid-19 Scenario:
● The outbreak of the COVID-19 pandemic had a less negative impact on the AdTech market growth. It was expected that the pandemic would provide several growth opportunities for the market over the forecast period. These opportunities include upsurge in use of social media due to lockdowns, an increase in influencers, rapid growth in over-the-top (OTT) services, and growth in voice searches.
● Moreover, various industries, such as auto, furniture, real estate, healthcare, non-profits, retail, and entertainment reported growth in the annual marketing and advertising budget, which is expected to be opportunistic for the AdTech market growth in the future.
● During the pandemic, more consumers shopped online than during the pre-COVID-19 times. Consumers purchased their groceries online and enjoyed the convenience of home delivery.
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