애드테크(Adtech 시장(2026-2030년)

The global adtech market is forecasted to grow by USD 1217.9 bn during 2025-2030, accelerating at a CAGR of 14.6% during the forecast period. The report on the global adtech market provides a holistic analysis, market size and forecast, trends, growth drivers, and challenges, as well as vendor analysis covering around 25 vendors.

The report offers an up-to-date analysis regarding the current market scenario, the latest trends and drivers, and the overall market environment. The market is driven by increasing adoption of programmatic advertising, proliferation of first-party data strategies, growth of connected television and digital media channels.

The study was conducted using an objective combination of primary and secondary information including inputs from key participants in the industry. The report contains a comprehensive market size data, segment with regional analysis and vendor landscape in addition to an analysis of the key companies. Reports have historic and forecast data.

Technavio's global adtech market is segmented as below:

By Solution

• DSPs
• SSPs
• Ad networks
• DMPs
• Others

By Platform

• Mobile Ad
• Desktop Ad
• Digital TV

By Type

• Search advertising
• Display advertising
• Video advertising
• Social media advertising
• Others

By End-User

• Large enterprises
• SMEs

Geography

• North America
  • US
  • Canada
  • Mexico
• APAC
  • China
  • Japan
  • India
  • South Korea
  • Indonesia
  • Singapore
• Europe
  • UK
  • Germany
  • France
  • Russia
  • Italy
  • Spain
• South America
  • Brazil
  • Argentina
  • Colombia
• Middle East and Africa
  • UAE
  • South Africa
  • Egypt
• Rest of World (ROW)

This study identifies the integration of generative ai in ad creative as one of the prime reasons driving the global adtech market growth during the next few years. Also, emergence of retail media networks as primary channel and advancement of privacy-centric measurement and attribution models will lead to sizable demand in the market.

The report on the global adtech market covers the following areas:

• Global adtech market sizing
• Global adtech market forecast
• Global adtech market industry analysis

The robust vendor analysis is designed to help clients improve their market position, and in line with this, this report provides a detailed analysis of several leading global adtech market vendors that include Amazon Web Services Inc., AppLovin Corp., Criteo SA, DoubleVerify Holdings Inc., Google LLC, InMobi Pte. Ltd., Integral Ad Science, Liftoff Inc., Magnite Inc., Microsoft Corp., Nexxen Inc., Outbrain Inc., PubMatic Inc., Quantcast, Taboola.com Ltd., The Trade Desk Inc., Unity Technologies Inc., Verve Group SE, Viant Technology LLC, Yahoo. Also, the global adtech market analysis report includes information on upcoming trends and challenges that will influence market growth. This is to help companies strategize and leverage all forthcoming growth opportunities.

The publisher presents a detailed picture of the market by the way of study, synthesis, and summation of data from multiple sources by an analysis of key parameters such as profit, pricing, competition, and promotions. It presents various market facets by identifying the key industry influencers. The data presented is comprehensive, reliable, and a result of extensive primary and secondary research. The market research reports provide a complete competitive landscape and an in-depth vendor selection methodology and analysis using qualitative and quantitative research to forecast accurate market growth.

Table of Contents

1 Executive Summary

• 1.1 Market overview
  • Executive Summary - Chart on Market Overview
  • Executive Summary - Data Table on Market Overview
  • Executive Summary - Chart on Global Market Characteristics
  • Executive Summary - Chart on Market by Geography
  • Executive Summary - Chart on Market Segmentation by Solution
  • Executive Summary - Chart on Market Segmentation by Platform
  • Executive Summary - Chart on Market Segmentation by Type
  • Executive Summary - Chart on Market Segmentation by End-user
  • Executive Summary - Chart on Incremental Growth
  • Executive Summary - Data Table on Incremental Growth
  • Executive Summary - Chart on Company Market Positioning

2 Technavio Analysis

• 2.1 Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria
  • Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria
• 2.2 Criticality of inputs and Factors of differentiation
• 2.3 Factors of disruption
• 2.4 Impact of drivers and challenges

3 Market Landscape

• 3.1 Market ecosystem
• 3.2 Market characteristics
• 3.3 Value chain analysis

4 Market Sizing

• 4.1 Market definition
• 4.2 Market segment analysis
  • Market segments
• 4.3 Market size 2025
• 4.4 Market outlook: Forecast for 2025-2030

5 Historic Market Size

• 5.1 Global Adtech Market 2020 - 2024
  • Historic Market Size - Data Table on Global Adtech Market 2020 - 2024 ($ billion)
• 5.2 Solution segment analysis 2020 - 2024
  • Historic Market Size - Solution Segment 2020 - 2024 ($ billion)
• 5.3 Platform segment analysis 2020 - 2024
  • Historic Market Size - Platform Segment 2020 - 2024 ($ billion)
• 5.4 Type segment analysis 2020 - 2024
  • Historic Market Size - Type Segment 2020 - 2024 ($ billion)
• 5.5 End-user segment analysis 2020 - 2024
  • Historic Market Size - End-user Segment 2020 - 2024 ($ billion)
• 5.6 Geography segment analysis 2020 - 2024
  • Historic Market Size - Geography Segment 2020 - 2024 ($ billion)
• 5.7 Country segment analysis 2020 - 2024
  • Historic Market Size - Country Segment 2020 - 2024 ($ billion)

6 Qualitative Analysis

• 6.1 Impact of AI on global Adtech market
• 6.2 Impact of geopolitical conflicts on global Adtech market

7 Five Forces Analysis

• 7.1 Five forces summary
  • Five forces analysis - Comparison between 2025 and 2030
• 7.2 Bargaining power of buyers
  • Bargaining power of buyers - Impact of key factors 2025 and 2030
• 7.3 Bargaining power of suppliers
  • Bargaining power of suppliers - Impact of key factors in 2025 and 2030
• 7.4 Threat of new entrants
  • Threat of new entrants - Impact of key factors in 2025 and 2030
• 7.5 Threat of substitutes
  • Threat of substitutes - Impact of key factors in 2025 and 2030
• 7.6 Threat of rivalry
  • Threat of rivalry - Impact of key factors in 2025 and 2030
• 7.7 Market condition

8 Market Segmentation by Solution

• 8.1 Market segments
• 8.2 Comparison by Solution
• 8.3 DSPs - Market size and forecast 2025-2030
• 8.4 SSPs - Market size and forecast 2025-2030
• 8.5 Ad networks - Market size and forecast 2025-2030
• 8.6 DMPs - Market size and forecast 2025-2030
• 8.7 Others - Market size and forecast 2025-2030
• 8.8 Market opportunity by Solution
  • Market opportunity by Solution ($ billion)

9 Market Segmentation by Platform

• 9.1 Market segments
• 9.2 Comparison by Platform
• 9.3 Mobile Ad - Market size and forecast 2025-2030
• 9.4 Desktop Ad - Market size and forecast 2025-2030
• 9.5 Digital TV - Market size and forecast 2025-2030
• 9.6 Market opportunity by Platform
  • Market opportunity by Platform ($ billion)

10 Market Segmentation by Type

• 10.1 Market segments
• 10.2 Comparison by Type
• 10.3 Search advertising - Market size and forecast 2025-2030
• 10.4 Display advertising - Market size and forecast 2025-2030
• 10.5 Video advertising - Market size and forecast 2025-2030
• 10.6 Social media advertising - Market size and forecast 2025-2030
• 10.7 Others - Market size and forecast 2025-2030
• 10.8 Market opportunity by Type
  • Market opportunity by Type ($ billion)

11 Market Segmentation by End-user

• 11.1 Market segments
• 11.2 Comparison by End-user
• 11.3 Large enterprises - Market size and forecast 2025-2030
• 11.4 SMEs - Market size and forecast 2025-2030
• 11.5 Market opportunity by End-user
  • Market opportunity by End-user ($ billion)

12 Customer Landscape

• 12.1 Customer landscape overview
  • Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria

13 Geographic Landscape

• 13.1 Geographic segmentation
• 13.2 Geographic comparison
• 13.3 North America - Market size and forecast 2025-2030
  • 13.3.1 US - Market size and forecast 2025-2030
  • 13.3.2 Canada - Market size and forecast 2025-2030
  • 13.3.3 Mexico - Market size and forecast 2025-2030
• 13.4 APAC - Market size and forecast 2025-2030
  • 13.4.1 China - Market size and forecast 2025-2030
  • 13.4.2 Japan - Market size and forecast 2025-2030
  • 13.4.3 India - Market size and forecast 2025-2030
  • 13.4.4 South Korea - Market size and forecast 2025-2030
  • 13.4.5 Indonesia - Market size and forecast 2025-2030
  • 13.4.6 Singapore - Market size and forecast 2025-2030
• 13.5 Europe - Market size and forecast 2025-2030
  • 13.5.1 UK - Market size and forecast 2025-2030
  • 13.5.2 Germany - Market size and forecast 2025-2030
  • 13.5.3 France - Market size and forecast 2025-2030
  • 13.5.4 Russia - Market size and forecast 2025-2030
  • 13.5.5 Italy - Market size and forecast 2025-2030
  • 13.5.6 Spain - Market size and forecast 2025-2030
• 13.6 South America - Market size and forecast 2025-2030
  • 13.6.1 Brazil - Market size and forecast 2025-2030
  • 13.6.2 Argentina - Market size and forecast 2025-2030
  • 13.6.3 Colombia - Market size and forecast 2025-2030
• 13.7 Middle East and Africa - Market size and forecast 2025-2030
  • 13.7.1 Saudi Arabia - Market size and forecast 2025-2030
  • 13.7.2 UAE - Market size and forecast 2025-2030
  • 13.7.3 South Africa - Market size and forecast 2025-2030
  • 13.7.4 Israel - Market size and forecast 2025-2030
  • 13.7.5 Egypt - Market size and forecast 2025-2030
• 13.8 Market opportunity by geography
  • Market opportunity by geography ($ billion)
  • Data Tables on Market opportunity by geography ($ billion)

14 Drivers, Challenges, and Opportunity

• 14.1 Market drivers
  • Increasing adoption of programmatic advertising
  • Proliferation of first-party data strategies
  • Growth of connected television and digital media channels
• 14.2 Market challenges
  • Increasing regulatory scrutiny and data privacy legislation
  • Decline of third-party cookies and identity fragmentation
  • Persistent issues with Ad fraud and inventory transparency
• 14.3 Impact of drivers and challenges
  • Impact of drivers and challenges in 2025 and 2030
• 14.4 Market opportunities
  • Integration of generative AI in Ad creative
  • Emergence of retail media networks as primary channel
  • Advancement of privacy-centric measurement and attribution models

15 Competitive Landscape

• 15.1 Overview
• 15.2 Competitive Landscape
  • Overview on criticality of inputs and factors of differentiation
• 15.3 Landscape disruption
  • Overview on factors of disruption
• 15.4 Industry risks
  • Impact of key risks on business

16 Competitive Analysis

• 16.1 Companies profiled
  • Companies covered
• 16.2 Company ranking index
  • Company ranking index
• 16.3 Market positioning of companies
  • Matrix on companies position and classification
• 16.4 Amazon Web Services Inc.
  • Amazon Web Services Inc. - Overview
  • Amazon Web Services Inc. - Product / Service
  • Amazon Web Services Inc. - Key offerings
  • SWOT
• 16.5 AppLovin Corp.
  • AppLovin Corp. - Overview
  • AppLovin Corp. - Business segments
  • AppLovin Corp. - Key offerings
  • AppLovin Corp. - Segment focus
  • SWOT
• 16.6 Criteo SA
  • Criteo SA - Overview
  • Criteo SA - Product / Service
  • Criteo SA - Key offerings
  • SWOT
• 16.7 DoubleVerify Holdings Inc.
  • DoubleVerify Holdings Inc. - Overview
  • DoubleVerify Holdings Inc. - Product / Service
  • DoubleVerify Holdings Inc. - Key news
  • DoubleVerify Holdings Inc. - Key offerings
  • SWOT
• 16.8 Google LLC
  • Google LLC - Overview
  • Google LLC - Product / Service
  • Google LLC - Key news
  • Google LLC - Key offerings
  • SWOT
• 16.9 Integral Ad Science
  • Integral Ad Science - Overview
  • Integral Ad Science - Product / Service
  • Integral Ad Science - Key offerings
  • SWOT
• 16.10 Magnite Inc.
  • Magnite Inc. - Overview
  • Magnite Inc. - Product / Service
  • Magnite Inc. - Key news
  • Magnite Inc. - Key offerings
  • SWOT
• 16.11 Microsoft Corp.
  • Microsoft Corp. - Overview
  • Microsoft Corp. - Business segments
  • Microsoft Corp. - Key news
  • Microsoft Corp. - Key offerings
  • Microsoft Corp. - Segment focus
  • SWOT
• 16.12 Nexxen Inc.
  • Nexxen Inc. - Overview
  • Nexxen Inc. - Product / Service
  • Nexxen Inc. - Key offerings
  • SWOT
• 16.13 Taboola.com Ltd.
  • Taboola.com Ltd. - Overview
  • Taboola.com Ltd. - Product / Service
  • Taboola.com Ltd. - Key news
  • Taboola.com Ltd. - Key offerings
  • SWOT
• 16.14 The Trade Desk Inc.
  • The Trade Desk Inc. - Overview
  • The Trade Desk Inc. - Product / Service
  • The Trade Desk Inc. - Key offerings
  • SWOT
• 16.15 Unity Technologies Inc.
  • Unity Technologies Inc. - Overview
  • Unity Technologies Inc. - Business segments
  • Unity Technologies Inc. - Key offerings
  • Unity Technologies Inc. - Segment focus
  • SWOT
• 16.16 Verve Group SE
  • Verve Group SE - Overview
  • Verve Group SE - Business segments
  • Verve Group SE - Key offerings
  • Verve Group SE - Segment focus
  • SWOT
• 16.17 Viant Technology LLC
  • Viant Technology LLC - Overview
  • Viant Technology LLC - Product / Service
  • Viant Technology LLC - Key news
  • Viant Technology LLC - Key offerings
  • SWOT
• 16.18 Yahoo
  • Yahoo - Overview
  • Yahoo - Product / Service
  • Yahoo - Key offerings
  • SWOT

17 Appendix

• 17.1 Scope of the report
  • Market definition
  • Objectives
  • Notes and caveats
• 17.2 Inclusions and exclusions checklist
  • Inclusions checklist
  • Exclusions checklist
• 17.3 Currency conversion rates for US$
  • Currency conversion rates for US$
• 17.4 Research methodology
  • Research methodology
• 17.5 Data procurement
  • Information sources
• 17.6 Data validation
  • Data validation
• 17.7 Validation techniques employed for market sizing
  • Validation techniques employed for market sizing
• 17.8 Data synthesis
  • Data synthesis
• 17.9 360 degree market analysis
  • 360 degree market analysis
• 17.10 List of abbreviations
  • List of abbreviations