AdTech Market Size, Share and Growth Analysis Report - Forecast Trends and Outlook (2025-2034)

The AdTech market size reached around USD 565.40 Billion in 2024. The market is projected to grow at a CAGR of 8.60% between 2025 and 2034 to reach nearly USD 1290.19 Billion by 2034.

Global AdTech Market Growth

As of 2024, the global population of smartphone users has reached 7.21 billion individuals. The global expansion of 4G and 5G networks has enabled over two-thirds (69%) of smartphone users to access mobile broadband through 4G devices, while 17% use 5G devices. This trend is largely driven by developed regions like North America and East Asia & the Pacific. The rising adoption of smartphones is significantly contributing to the AdTech market development. As global smartphone usage increases, consumer engagement with digital content deepens, making mobile advertising a crucial channel for marketers. This enhanced mobile interaction allows for more accurate, real-time advertising, enabling businesses to connect with consumers more effectively. With smartphones offering constant connectivity and access to a wide range of applications, advertisers can execute personalised campaigns, thereby driving the demand for advanced AdTech solutions in the market.

As per AdTech market analysis, the growth of the educational sector is driving the expansion of the AdTech sector. As more educational institutions turn to digital learning platforms, they are increasingly using targeted advertising to reach both students and educators. This shift is boosting the demand for AdTech solutions that allow for personalised, data-driven campaigns promoting online courses, educational tools, and resources, thus further accelerating market growth.

Key Trends and Developments

The AdTech market growth can be attributed to increased investment in digital advertising, advancements in data analytics and artificial intelligence, and surge in mobile and video advertising.

October 2024

At the UK Upfront event, Amazon Ads introduced new advertising technologies aimed at improving AdTechd engagement across its platforms. With a monthly reach exceeding 19 million customers on Prime Video, Amazon is combining first-party data with cutting-edge advertising solutions to facilitate targeted campaigns.

October 2024

PayPal introduced a new advertising venture, known as PayPal Ads, which enables advertisers to leverage the extensive data derived from users' payment transactions on its platforms. The company revealed that this initiative has been developed through a blend of third-party software and proprietary technology.

June 2024

Future plc introduced Elevate, a new AdTechd dedicated to delivering advertising technology solutions tailoured for publishers. By integrating proprietary technology with audience management tools, Elevate seeks to assist smaller publishers in effectively monetising their online inventory through both programmatic and direct sales channels.

February 2024

PwC announced the launch of its first Scale AdTech cohort, which includes eight pioneering companies in the advertising technology field. This initiative is designed to promote collaboration between marketing executives, with the goal of driving growth and innovation within the ad tech sector.

Increased Investment in Digital Advertising

The ongoing transition of advertising expenditures from conventional media to digital channels propels the AdTech sector, as companies prioritise targeted and quantifiable advertising strategies that enhance return on investment (ROI) across various online platforms.

Advancements in Data Analytics and Artificial Intelligence

The incorporation of artificial intelligence and data analytics within advertising technologies facilitates more accurate targeting, immediate insights, and customised advertising, thereby promoting the uptake of AdTech solutions by organisations aiming for improved campaign effectiveness.

Surge in Mobile and Video Advertising

One of the notable AdTech market trends is the rising penetration of mobile phones across the world. The escalating consumption of mobile and video content stimulates the demand for AdTech platforms capable of optimising advertisements for these formats, thereby ensuring greater engagement and increased conversion rates on mobile devices and streaming services.

Growth of E-commerce and Online Retail

The swift expansion of e-commerce platforms heightens the necessity for advanced AdTech tools to effectively target consumers, monitor their purchasing behaviours, and drive sales through tailoured digital advertisement.

Global AdTech Market Trends

The market is experiencing substantial transformation, influenced by several pivotal trends. A primary driver of this change is the increasing transition towards digital advertising, as companies are progressively allocating their budgets to online platforms for more targeted and measurable marketing campaigns. Innovations in artificial intelligence (AI) and machine learning are facilitating enhanced data analysis, allowing advertisers to personalise their campaigns and optimise performance in real time. Furthermore, the swift growth of e-commerce has intensified the demand for customised advertising solutions that enhance sales and improve user experience. Privacy regulations, such as the General Data Protection Regulation (GDPR), are prompting AdTech firms to develop solutions that ensure compliance while still delivering effective advertising strategies.

Global AdTech Industry Segmentation

The EMR’s report titled “Global AdTech Market Report and Forecast 2025-2034” offers a detailed analysis of the market based on the following segments:

Breakup by Solution

• Demand-Side Platform (DSPs)
• Supply-Side Platforms (SSPs)
• Ad Networks
• Data Management Platforms (DMPs)
• Others

Breakup by Advertising Type

• Programmatic Advertising
• Search Advertising
• Display Advertising
• Mobile Advertising
• Email Advertising
• Native Advertising
• Others

Breakup by Platform

• Mobile
• Web
• Others

Breakup by Vertical

• Media and Entertainment
• BFSI
• Education
• Retail and Consumer Goods
• IT and Telecom
• Healthcare
• Others

Breakup by Region

• North America
• Europe
• Asia Pacific
• Latin America
• Middle East and Africa

Global AdTech Market Share

Based on the platform, the market is segmented into mobile, and web, among others. The mobile segment is projected to grow at a CAGR of 9.7% during the forecast period of 2025-2034. The expansion of AdTech on mobile platforms is driven by the increasing use of smartphones and mobile internet access. Advertisers are highly using mobile-specific targeting, real-time data, and interactive advertisements to engage consumers more effectively. Additionally, innovations in mobile technology, such as augmented reality and location-based services, are further enhancing user engagement and advertising effectiveness in this dynamic landscape.

Leading Companies in the Global AdTech Market

Market players are focusing on the adoption of technological advancements to gain a competitive edge in the market.

Adobe Inc.

Established in 1982 and based in California, United States, Adobe Inc. stands as a prominent figure in the realm of creative software and digital marketing solutions. The organisation is widely recognised for its flagship products, including Photoshop, Acrobat, and Creative Cloud, catering to professionals and enterprises around the globe.

Amazon.com Inc.

Founded in 1994 by Jeff Bezos and located in Washington, United States, Amazon.com Inc. has emerged as a dominant force in e-commerce and cloud computing. As per AdTech market analysis, the company provides an extensive array of services, encompassing retail, digital streaming, and Amazon Web Services (AWS).

Alibaba Group Holding Limited

Founded in 1999 and headquartered in Hangzhou, China, Alibaba Group is a prominent global player in e-commerce and technology. The company manages several online platforms, such as Alibaba.com, Taobao, and AliExpress, serving millions of customers and businesses worldwide.

Alphabet Inc. (Google LLC)

Founded in 2015 and situated in California, United States, Alphabet Inc. serves as the parent organisation of Google LLC. Established in 1998, Google is recognised as a leader in internet search, digital advertising, and a diverse array of technology services.

Other major players in the AdTech market are Criteo S.A., Meta Platforms Inc., Microsoft Corporation, Oracle Corporation, The Trade Desk Inc., and Basis Global Technologies, Inc., among others.