Global AdTech Market: 2024-2029

Description

KEY STATISTICS
Total market value in 2024:	$27.2bn
Total market value in 2029:	$43.5bn
2024 to 2029 market growth:	60%
Forecast period:	2024-2029

'AdTech Spend to Reach $43.5 Billion Globally by 2029'

Overview

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.

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

Market Data & Forecasts

The market-leading research suite for the "AdTech" market includes access to the full set of forecast data of 34 tables and over 15,500 datapoints. Metrics in the research suite include:

Total Number of Businesses Using Digital Advertising
Total Spend on Digital Advertising
Total Spend on AdTech
Total Losses due to Ad Fraud

Metrics are provided for the following key channels:

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

Juniper Research Interactive Forecast Excel contains the following functionality:

Statistics Analysis: Users benefit from the ability to search for specific metrics; displayed in for all regions and countries across the data period. Graphs are easily modified and can be exported to the clipboard.
Country Data Tool: This tool lets users look at metrics for all regions and countries in the forecast period. Users can refine the metrics displayed via a search bar.
Country Comparison Tool: Users can select countries and compare each of them for specific countries. The ability to export graphs is included in this tool.
What-if Analysis: Here, users can compare forecast metrics against their own assumptions, via 5 interactive scenarios

SAMPLE VIEW

Market Trends & Forecasts PDF Report:

A comprehensive analysis of the current market landscape, alongside strategic recommendations and a walk-through of the forecasts.

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
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)
  - 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
  - v. 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