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.
- 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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