Adtech

Global Adtech Market to Reach US$1.3 Trillion by 2030

The global market for Adtech estimated at US$639.6 Billion in the year 2024, is expected to reach US$1.3 Trillion by 2030, growing at a CAGR of 12.9% over the analysis period 2024-2030. Solutions, one of the segments analyzed in the report, is expected to record a 12.2% CAGR and reach US$817.0 Billion by the end of the analysis period. Growth in the Services segment is estimated at 14.0% CAGR over the analysis period.

The U.S. Market is Estimated at US$172.6 Billion While China is Forecast to Grow at 17.3% CAGR

The Adtech market in the U.S. is estimated at US$172.6 Billion in the year 2024. China, the world`s second largest economy, is forecast to reach a projected market size of US$289.6 Billion by the year 2030 trailing a CAGR of 17.3% over the analysis period 2024-2030. Among the other noteworthy geographic markets are Japan and Canada, each forecast to grow at a CAGR of 9.6% and 11.1% respectively over the analysis period. Within Europe, Germany is forecast to grow at approximately 10.2% CAGR.

Global Adtech Market - Key Trends and Drivers Summarized

Adtech, or advertising technology, encompasses the tools and software used to target, deliver, and optimize digital advertising. It plays a critical role in the monetization of digital content and the economic foundation of the internet. Adtech platforms and solutions include demand-side platforms (DSPs), supply-side platforms (SSPs), ad exchanges, data management platforms (DMPs), and customer relationship management (CRM) systems. These technologies enable advertisers to purchase, manage, and optimize ad campaigns across a vast landscape of digital environments, utilizing real-time bidding (RTB) for buying ad space and personalized ad targeting based on extensive user data. Adtech`s importance has grown with the rise of mobile and social media platforms, as these have opened new avenues for reaching consumers with more precise and relevant advertising than ever before.

The adtech industry has seen substantial evolution driven by changes in consumer behavior and technological advancements. With the increasing concern over privacy and data protection, there has been a significant shift towards greater transparency and control for users over their data. Regulations such as the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the U.S. have reshaped how adtech companies collect and utilize personal information. This regulatory environment pressures adtech firms to innovate with privacy-preserving technologies like differential privacy and federated learning, which allow for the aggregation of user insights without compromising individual privacy. Furthermore, the decline of traditional third-party cookies due to privacy concerns has spurred the development of new tracking technologies and methods that rely on first-party data and contextual targeting, reducing reliance on personal data for ad targeting.

The growth in the adtech market is driven by several factors, including the ongoing digital transformation of media, the increased sophistication of programmatic advertising, and shifts in consumer media consumption habits. The move towards digital and streaming media, such as over-the-top (OTT) platforms and connected TV (CTV), provides new channels for ad delivery, where adtech plays a crucial role in content monetization. Innovations in machine learning and artificial intelligence significantly enhance the ability of ad platforms to analyze data, predict user behavior, and optimize ad placements in real time, thereby increasing the efficiency and effectiveness of advertising campaigns. Additionally, consumer demand for more engaging and less intrusive ads drives the development of creative ad formats and personalization technologies that respect user preferences and improve the user experience. These trends, combined with the growing need for comprehensive cross-channel advertising strategies, ensure robust demand for advanced adtech solutions, underlining its pivotal role in shaping future advertising practices.

SCOPE OF STUDY:

The report analyzes the Adtech market in terms of units by the following Segments, and Geographic Regions/Countries:

Segments:
Offering (Solutions, Services); Advertising Type (Programmatic Advertising, Search Advertising, Display Advertising, Mobile Advertising, Native Advertising, Other Advertising Types); Vertical (Retail & eCommerce Vertical, BFSI Vertical, IT & Telecom Vertical, Healthcare Vertical, Media & Entertainment Vertical, Transport & Logistics Vertical, Other Verticals)

Geographic Regions/Countries:
World; United States; Canada; Japan; China; Europe (France; Germany; Italy; United Kingdom; Spain; Russia; and Rest of Europe); Asia-Pacific (Australia; India; South Korea; and Rest of Asia-Pacific); Latin America (Argentina; Brazil; Mexico; and Rest of Latin America); Middle East (Iran; Israel; Saudi Arabia; United Arab Emirates; and Rest of Middle East); and Africa.

Select Competitors (Total 36 Featured) -

• Adform
• Adobe Inc.
• Affle
• Celtra, Inc.
• Criteo
• Demandbase, Inc.
• Equativ
• InMobi
• Innovid
• Luna Media Group LLC
• Microsoft Advertising
• Oracle Corporation
• Quantcast
• Trade Desk
• Yahoo! Advertising

TARIFF IMPACT FACTOR

Our new release incorporates impact of tariffs on geographical markets as we predict a shift in competitiveness of companies based on HQ country, manufacturing base, exports and imports (finished goods and OEM). This intricate and multifaceted market reality will impact competitors by artificially increasing the COGS, reducing profitability, reconfiguring supply chains, amongst other micro and macro market dynamics.

We are diligently following expert opinions of leading Chief Economists (14,949), Think Tanks (62), Trade & Industry bodies (171) worldwide, as they assess impact and address new market realities for their ecosystems. Experts and economists from every major country are tracked for their opinions on tariffs and how they will impact their countries.

We expect this chaos to play out over the next 2-3 months and a new world order is established with more clarity. We are tracking these developments on a real time basis.

As we release this report, U.S. Trade Representatives are pushing their counterparts in 183 countries for an early closure to bilateral tariff negotiations. Most of the major trading partners also have initiated trade agreements with other key trading nations, outside of those in the works with the United States. We are tracking such secondary fallouts as supply chains shift.

To our valued clients, we say, we have your back. We will present a simplified market reassessment by incorporating these changes!

APRIL 2025: NEGOTIATION PHASE

Our April release addresses the impact of tariffs on the overall global market and presents market adjustments by geography. Our trajectories are based on historic data and evolving market impacting factors.

JULY 2025 FINAL TARIFF RESET

Complimentary Update: Our clients will also receive a complimentary update in July after a final reset is announced between nations. The final updated version incorporates clearly defined Tariff Impact Analyses.

Reciprocal and Bilateral Trade & Tariff Impact Analyses:

USA
CHINA
MEXICO
CANADA
EU
JAPAN
INDIA
176 OTHER COUNTRIES.

Leading Economists - Our knowledge base tracks 14,949 economists including a select group of most influential Chief Economists of nations, think tanks, trade and industry bodies, big enterprises, and domain experts who are sharing views on the fallout of this unprecedented paradigm shift in the global econometric landscape. Most of our 16,491+ reports have incorporated this two-stage release schedule based on milestones.

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