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Worldwide Advertising Software Forecast, 2018–2022

Worldwide Advertising Software Forecast, 2018–2022

This IDC study explores global trends in advertising software usage and spending. It covers spending in the United States, Canada, Western Europe (WE), Central and Eastern Europe (CEE), the Middle East and Africa (MEA), Japan, the Asia/Pacific region excluding Japan (APEJ), and Latin America (LA). Focusing mostly on the U.S. market, this study analyzes the current state of the major advertising software segments, including ad exchanges, ad servers, ad verification software, attribution software, data management platforms (DMPs), data vendors, demand-side platforms (DSPs), dynamic creative optimization platforms, search engine marketing (SEM) software, social media marketing (SMM) software, and supply-side platforms (SSPs). "Despite fierce M&A activity at the top, even the top 7 vendors only stand for one-third of total spending on advertising software. In other words, there is still a lot of potential for mergers and acquisitions," said Karsten Weide, IDC's VP for Media and Entertainment.Follow Karsten Weide on Twitter at @karstenw.

Please Note: Extended description available upon request.

IDC Market Forecast Figure
Executive Summary
Advice for Technology Suppliers
Market Forecast
Market Context
Drivers and Inhibitors
Digital Advertising Spending
Advertising and Marketing Automation
Consolidation and Walled Gardens
Significant Market Developments
Changes from Prior Forecast
Market Definition
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