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Global AdTech Market: 2024-2029

Publisher Juniper Research
Published Sep 03, 2024
Length 92 Pages
SKU # JNRH20019426

Description

Our AdTech research suite provides an in-depth analysis of the advertising technology market; addressing the major drivers of this growing market, and offers strategic recommendation so that vendors can best capitalise on this market growth. It investigates the shift to programmatic advertising and the impact that AI and machine learning are having on the market.

Additionally, it identifies the key challenges facing the market, including advertising fraud, privacy regulations, and increased sustainability pressures. The research provides an overview of 17 major players within the AdTech market, and positions vendors as Established Leaders, Leading Challengers, or Disruptors & Challenges via the Juniper Research Competitor Leaderboard. It also provides data and forecasts for the total number of businesses using digital advertising and total spend on AdTech, including market size by region, and includes a split by 4 key digital advertising channels:

Connected TV
DOOH (Digital out of Home)
Mobile & In-App
Online

The suite includes both a data deliverable; sizing the market and providing key forecast data across 60 countries, accompanied by a strategy and trends report; delivering a complete assessment of the key trends, challenges and recommendations for stakeholders within the AdTech market. Together, they provide an essential tool for a comprehensive understanding of this evolving market; enabling AdTech vendors to shape their future strategy.

All report content is delivered in the English language.

KEY FEATURES

Key Takeaways & Strategic Recommendations: Comprehensive analysis of the key findings for the AdTech market, accompanied by strategic recommendations for stakeholders from AdTech platforms.
Market Dynamics: Insights into key trends within the AdTech market, including key market drivers featuring the increased demand from businesses for digital advertising services and the use of AI and machine learning to optimise advertising campaigns. It also addresses the challenges facing the AdTech market, including ad fraud and privacy regulations, and provides a SWOT analysis of SSPs (supply-side platforms) and DSPs (demand-side platforms).
Benchmark Industry Forecasts: The overview of the AdTech market includes global forecasts for total spend across the different advertising channels (mobile & in-app, online, connected TV, and DOOH, and total spend which is attributed to AdTech.
Juniper Research Competitor Leaderboard: Key player product and positioning, and capability and capacity assessment for 17 vendors within the AdTech market, via the Juniper Research Competitor Leaderboard:
Adform
Adobe
Amazon Ads
Basis Technologies
Criteo
Equativ
Google
Infillion
InMobi
Mediaocean
Meta
Microsoft
NextRoll
Nexxen
The Trade Desk
Yahoo Advertising
Zeta

Please note: the online download version of this report is for a global site license.

Table of Contents

92 Pages
1. Key Takeaways & Strategic Recommendations
1.1.1 Key Takeaways
1.1.2 Strategic Recommendations
2. Future Market Outlook
2.1 Introduction
Figure 2.1: Advertising Ecosystem
2.2 Future Market Outlook
Figure 2.2: Total Spend on AdTech Solutions in 2024 ($m), Split by 8 Key Regions
2.2.1 The Shift to Programmatic Advertising
2.2.2 The Impact of AI and Machine Learning on the AdTech Market
2.2.3 How Big Data Will Impact the AdTech Market
2.2.4 Connected TV
Figure 2.3: Total Spend on CTV Advertising in 2024 ($m), Split by 8 Key Regions 14
2.3 Challenges Facing the AdTech Market
2.3.1 Identifying Users for Targeted Advertising
2.3.2 Ad Fraud
Figure 2.4: Top 10 Countries with the Highest Losses to Ad Fraud in 2024 ($m) 16
Figure 2.5: How Fraud Impacts Each Stage of the Advertising Journey
2.3.3 Transparency of AI Algorithms and Privacy
2.3.4 Increasing Sustainability Pressures
2.4 SWOT Analysis of Key Advertising Technologies
2.4.1 SSPs
i. Strengths
ii. Weaknesses
iii. Opportunities
iv. Threats
2.4.2 DSPs
i. Strengths
ii. Weaknesses
iii. Opportunities
iv. Threats
3. Juniper Research Competitor Leaderboard
AdTech Vendors Must Focus on Emerging Digital Advertising Markets for Future Revenue Growth
Table 3.1: Juniper Research Competitor Leaderboard: Vendors & Product Portfolio
Figure 3.2: Juniper Research Competitor Leaderboard: AdTech
Source: Juniper ResearchTable 3.3: Juniper Research Competitor Leaderboard: Vendors & Positioning
Table 3.4: Juniper Research Competitor Leaderboard Heatmap: AdTech Vendors
4. Vendor Profiles
4.1 AdTech Vendor Profiles
4.1.1 Adform
i. Corporate Information
ii. Geographical Spread
Figure 4.1: Adform Global Presence
iii. Key Clients & Strategic Partnerships
iv. High-level View of Offerings
Juniper Research’s View: Key Strengths & Strategic Development Opportunities
4.1.2 Adobe
i. Corporate Information
Table 4.2: Adobe’s Select Financial Information ($m), 2022-2023
Table 4.3: Adobe’s Acquisitions, 2018-Present
ii. Geographical Spread
iii. Key Clients & Strategic Partnerships
iv. High-level View of Offerings
v. Juniper Research’s View: Key Strengths & Strategic Development Opportunities
4.1.3 Amazon
i. Corporate Information
Table 4.4: Amazon’s Key Acquisitions 2014-present
ii. Geographical Spread
iii. Key Clients & Strategic Partnerships
iv. High-level View of Offerings
v. Juniper Research’s View: Key Strengths & Strategic Development Opportunities
4.1.4 Basis Technologies
i. Corporate Information
ii. Geographical Spread
iii. Key Clients & Strategic Partnerships
iv. High-level View of Offerings
v. Juniper Research’s View: Key Strengths & Strategic Development Opportunities
4.1.5 Criteo
i. Corporate Information
Table 4.5: Criteo’s Select Financial Information ($m), 2022-2023
ii. Geographical Spread
iii. Key Clients & Strategic Partnerships
iv. High-level View of Offerings
v. Juniper Research’s View: Key Strengths & Strategic Development Opportunities
4.1.6 Equativ
i. Corporate Information
Table 4.6: Equativ’s Acquisitions 2019-Present
ii. Geographical Spread
iii. Key Clients & Strategic Partnerships
iv. High-level View of Offerings
v. Juniper Research’s View: Key Strengths & Strategic Development Opportunities
4.1.7 Google Marketing Platform
i. Corporate Information
Table 4.7: Google’s Acquisitions, 2020-Present
ii. Geographical Spread
iii. Key Clients & Strategic Partnerships
iv. High-level View of Offerings
v. Juniper Research’s View: Key Strengths & Strategic Development Opportunities
4.1.8 Infillion
i. Corporate Information
Table 4.8: Infillion’s Acquisitions 2022-present
ii. Geographical Spread
iii. Key Clients & Strategic Partnerships
iv. High-level View of Offerings
v. Juniper Research’s View: Key Strengths & Strategic Development Opportunities
4.1.9 InMobi
i. Corporate Information
Table 4.9: InMobi’s Acquisitions 2019-present
ii. Geographical Spread
iii. Key Clients & Strategic Partnerships
iv. High-level View of Offerings
v. Juniper Research’s View: Key Strengths & Strategic Development Opportunities
4.1.10 Mediaocean
i. Corporate Information
Table 4.10: Mediaocean’s Acquisitions 2022-present
ii. Geographical Spread
iii. Key Clients & Strategic Partnerships
iv. High-level View of Offerings
v. Juniper Research’s View: Key Strengths & Strategic Development Opportunities
4.1.11 Meta Platforms
i. Corporate Information
Table 4.11: Meta’s Relevant Acquisitions, 2013-Present
Table 4.12: Meta’s Select Financial Information ($m), 2022-2023
ii. Geographical Spread
iii. Key Clients & Strategic Partnerships
iv. High-level View of Offerings
v. Juniper Research’s View: Key Strengths & Strategic Development Opportunities
4.1.12 Microsoft
i. Corporate Information
Table 4.13: Microsoft’s Key Acquisitions 2019-Present
ii. Geographical Spread
iii. Key Clients & Strategic Partnerships
iv. High-level View of Offerings
v. Juniper Research’s View: Key Strengths & Strategic Development Opportunities
4.1.13 NextRoll
i. Corporate Information
ii. Geographical Spread
iii. Key Clients & Strategic Partnerships
Figure 4.15: RollWorks’ Technology Partner Ecosystem
iv. High-level View of Offerings
v. Juniper Research’s View: Key Strengths & Strategic Development Opportunities
4.1.14 Nexxen
i. Corporate Information
Table 4.16: Nexxen Select Financial Information ($m), 2021-2022
ii. Geographical Spread
iii. Key Clients & Strategic Partnerships
iv. High-level View of Offerings
Figure 4.17: Nexxen’s Unified Platform
v. Juniper Research’s View: Key Strengths & Strategic Development Opportunities
4.1.15 The Trade Desk
i. Corporate Information
Table 4.18: The Trade Desk’s Select Financial Information ($m), 2022-2023
ii. Geographical Spread
iii. Key Clients & Strategic Partnerships
iv. High-level View of Offerings
v. Juniper Research’s View: Key Strengths & Strategic Development Opportunities
4.1.16 Yahoo Advertising
i. Corporate Information
ii. Geographical Spread
iii. Key Clients & Strategic Partnerships
iv. High-level View of Offerings
v. Juniper Research’s View: Key Strengths & Strategic Development Opportunities
4.1.17 Zeta
i. Corporate Information
Table 4.19: Zeta’s Acquisitions, 2019-Present
ii. Geographical Spread
iii. Key Clients & Strategic Partnerships
iv. High-level View of Offerings
v. Juniper Research’s View: Key Strengths & Strategic Development Opportunities
4.2 Juniper Research Leaderboard Assessment Methodology
4.3 Limitations & Interpretations
Table 4.20: Juniper Research Competitor Leaderboard Scoring Criteria
5. Market Forecasts & Key Takeaways
5.1 AdTech Summary
5.1.1 AdTech Summary Methodology
Figure 5.1: AdTech Summary Forecast Methodology
5.1.2 Businesses Using Digital Advertising
Figure & Table 5.2: Total Number of Businesses Using Digital Advertising (m), Split by 8 Key Regions, 2024-2029
5.1.3 Spend on AdTech
Figure & Table 5.3: Total Spend on AdTech ($m), Split by 8 Key Regions, 2024-2029
5.1.4 Ad Fraud Losses
Figure & Table 5.4: Total Losses due to Ad Fraud ($m), Split by 8 Key Regions, 2024-2029
5.2 Mobile & In-App
5.2.1 Mobile & In-App Methodology
Figure 5.5: Mobile Advertising Forecast Methodology
5.2.2 Spend on Mobile & In-App Advertising
Figure & Table 5.6: Total Spend on Mobile Ads ($m), Split by 8 Key Regions, 2024-2029
5.2.3 Mobile & In-App Advertising Spend Attributed to AdTech
Figure & Table 5.7: Total Mobile Ad Spend which is attributed to AdTech ($m), Split by 8 Key Regions, 2024-2029
5.3 Online Advertising
5.3.1 Online Advertising Methodology
Figure 5.8: Online Advertising Forecast Methodology
5.3.2 Spend on Online Advertising
Figure & Table 5.9: Total Spend on Online Ads ($m), Split by 8 Key Regions, 2024-2029
5.3.3 Online Advertising Spend Attributed to AdTech
Figure & Table 5.10: Total Online Ad Spend which is attributed to AdTech ($m), Split by 8 Key Regions, 2024-2029
5.4 Connected TV Advertising
5.4.1 Connected TV Advertising Methodology
Figure 5.11: CTV Advertising Forecast Methodology
5.4.2 Spend on CTV Advertising
Figure & Table 5.12: Total Spend on CTV Ads ($m), Split by 8 Key Regions, 2024-2029
5.4.3 CTV Advertising Spend Attributed to AdTech
Figure & Table 5.13: Total CTV Ad Spend which is attributed to AdTech ($m), Split by 8 Key Regions, 2024-2029
5.5 DOOH Advertising
5.5.1 DOOH Advertising Methodology
Figure 5.14: DOOH Advertising Forecasting Methodology
5.5.2 Spend on DOOH Advertising
Figure & Table 5.15: Total Spend on DOOH Ads ($m), Split by 8 Key Regions, 2024-2029
5.5.3 DOOH Advertising Spend Attributed to AdTech
Figure & Table 5.16: Total DOOH Ad Spend which is attributed to AdTech ($m), Split by 8 Key Regions, 2024-2029

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