애드테크 시장 - 세계 산업 규모, 점유율, 동향, 기회, 예측 : 유형별, 조직 규모별, 가격 책정 유형별, 최종사용자별, 채널 유형별, 지역별, 경쟁별(2021-2031년)

The Global Ad Tech Market is projected to experience substantial growth, expanding from USD 773.61 Billion in 2025 to USD 1782.88 Billion by 2031, reflecting a CAGR of 14.93%. This industry comprises an integrated ecosystem of tools and software that streamline the programmatic trading and optimization of digital media. The sector's expansion is primarily fueled by the transition toward automated media buying and the growing necessity for precise audience targeting to ensure capital efficiency. As advertisers increasingly adopt data-centric strategies to maximize reach across various digital platforms, investment in the technological infrastructure remains high; notably, the Interactive Advertising Bureau reported that U.S. internet advertising revenues hit 259 billion dollars in 2024.

However, the industry faces significant hurdles due to strict privacy regulations and the phasing out of tracking cookies. These changes compromise data measurement capabilities, compelling stakeholders to rebuild identity frameworks to comply with shifting standards. Such disruptions introduce operational friction and necessitate extensive adaptation, creating a formidable barrier that threatens to decelerate the pace of innovation and market adoption globally.

Market Driver

The rapid expansion of Connected TV (CTV) and OTT ecosystems is transforming the global ad tech landscape by combining the high visibility of television with the precision of programmatic technology. As viewers shift from linear broadcasting to on-demand streaming, advertisers are utilizing CTV to execute data-driven campaigns that provide granular targeting and measurable results previously unattainable in traditional TV. This evolution allows for the use of identity solutions and real-time bidding on household screens, driving substantial investment into the digital video sector; according to the Interactive Advertising Bureau's '2024 Digital Video Ad Spend & Strategy Report' from April 2024, U.S. connected TV ad spend is expected to rise by 12 percent to nearly 23 billion dollars in 2024.

Concurrently, the rise of Retail Media Networks (RMNs) and e-commerce advertising is creating a new standard for first-party data utilization and closed-loop attribution. Retailers are monetizing proprietary shopper data, enabling brands to target high-intent consumers directly without relying on third-party cookies, thus securing the infrastructure against privacy disruptions while enhancing return on ad spend. The magnitude of this sector is reflected in major financial results; Amazon's 'Q3 2024 Financial Results' from October 2024 showed a 19 percent year-over-year increase in advertising services revenue to 14.3 billion dollars. This growth supports the broader programmatic ecosystem, with The Trade Desk reporting a 27 percent revenue increase to 628 million dollars in its November 2024 'Third Quarter 2024 Financial Results'.

Market Challenge

The enforcement of stringent privacy regulations and the deprecation of third-party tracking cookies present a major obstacle to the Global Ad Tech Market's expansion. These developments sever the data feedback loops that advertisers depend on to evaluate campaign performance and attribute value to specific channels. When stakeholders are unable to accurately track user behavior or verify investment returns, they become hesitant to allocate budgets to programmatic advertising, leading to reduced marketplace liquidity. Additionally, the need to construct entirely new identity frameworks forces companies to divert resources from product innovation toward compliance and technical retrofitting.

This operational friction results in increased costs and diminished efficiency throughout the supply chain. In 2024, the Interactive Advertising Bureau noted that 87 percent of advertising buyers reported rising media costs specifically due to privacy legislation and the loss of consumer data signals. These escalating costs impede market growth by eroding profit margins and discouraging experimentation with new technologies. Consequently, the industry's focus shifts from aggressive expansion to defensive operational restructuring, slowing the overall rate of adoption.

Market Trends

The integration of Generative AI for creative automation is revolutionizing asset production within the Global Ad Tech Market. By automating the design process, advertisers can rapidly generate numerous personalized ad variations, significantly reducing the time and expense associated with traditional creative workflows. This technology democratizes access to high-quality creative assets, allowing brands to dynamically optimize visuals based on real-time performance rather than manual testing. The scale of this adoption is evident; according to Meta's October 2024 'Q3 2024 Earnings Call', over one million advertisers utilized the company's generative AI tools to produce more than 15 million ads in a single month, signaling a shift where competitive advantage is defined by the velocity of creative iteration.

Furthermore, the scaling of Programmatic Digital Out-of-Home (pDOOH) is integrating physical screens into the automated digital buying infrastructure. This trend eliminates historical friction by enabling advertisers to purchase outdoor inventory via the same demand-side platforms used for mobile and web campaigns, facilitating cohesive omnichannel strategies. As the medium becomes addressable, it allows for flexible activation based on environmental signals or audience density, bridging the gap between public attention and digital conversion. This convergence is widely acknowledged; the DPAA's '2024 Omnichannel Decision-Makers Study' from July 2024 found that 76 percent of advertisers now view DOOH as an integrated part of cross-channel strategies, confirming its maturation from a niche specialty to a core component of the programmatic ecosystem.

Key Market Players

• WPP Group PLC
• Omnicom Group Inc.
• Publicis Groupe SA
• Interpublic Group of Companies, Inc.
• Adobe Inc.
• Google LLC
• The Trade Desk Inc.
• Criteo SA
• IgnitionOne, Inc.
• MediaMath Inc.

Report Scope

In this report, the Global Ad Tech Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

Ad Tech Market, By Type

• Cloud-Based
• On Premises

Ad Tech Market, By Organization Size

• Large Enterprises & SMEs

Ad Tech Market, By Pricing Type

• Fixed Monthly Fee
• Ad Spend Commission
• Hidden Bid Markups

Ad Tech Market, By End User

• In-House Media Buyers
• Ad Agencies
• Website Owners
• App Developers
• Ad Networks

Ad Tech Market, By Channel Type

• Display advertising
• video advertising
• PPC
• social media advertising
• CTV
• DOOH

Ad Tech Market, By Region

• North America
  • United States
  • Canada
  • Mexico
• Europe
  • France
  • United Kingdom
  • Italy
  • Germany
  • Spain
• Asia Pacific
  • China
  • India
  • Japan
  • Australia
  • South Korea
• South America
  • Brazil
  • Argentina
  • Colombia
• Middle East & Africa
  • South Africa
  • Saudi Arabia
  • UAE

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Ad Tech Market.

Available Customizations:

Global Ad Tech Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

Table of Contents

1. Product Overview

• 1.1. Market Definition
• 1.2. Scope of the Market
  • 1.2.1. Markets Covered
  • 1.2.2. Years Considered for Study
  • 1.2.3. Key Market Segmentations

2. Research Methodology

• 2.1. Objective of the Study
• 2.2. Baseline Methodology
• 2.3. Key Industry Partners
• 2.4. Major Association and Secondary Sources
• 2.5. Forecasting Methodology
• 2.6. Data Triangulation & Validation
• 2.7. Assumptions and Limitations

3. Executive Summary

• 3.1. Overview of the Market
• 3.2. Overview of Key Market Segmentations
• 3.3. Overview of Key Market Players
• 3.4. Overview of Key Regions/Countries
• 3.5. Overview of Market Drivers, Challenges, Trends

4. Voice of Customer

5. Global Ad Tech Market Outlook

• 5.1. Market Size & Forecast
  • 5.1.1. By Value
• 5.2. Market Share & Forecast
  • 5.2.1. By Type (Cloud-Based, On Premises)
  • 5.2.2. By Organization Size (Large Enterprises & SMEs)
  • 5.2.3. By Pricing Type (Fixed Monthly Fee, Ad Spend Commission, Hidden Bid Markups)
  • 5.2.4. By End User (In-House Media Buyers, Ad Agencies, Website Owners, App Developers, Ad Networks)
  • 5.2.5. By Channel Type (Display advertising, video advertising, PPC, social media advertising, CTV, DOOH)
  • 5.2.6. By Region
  • 5.2.7. By Company (2025)
• 5.3. Market Map

6. North America Ad Tech Market Outlook

• 6.1. Market Size & Forecast
  • 6.1.1. By Value
• 6.2. Market Share & Forecast
  • 6.2.1. By Type
  • 6.2.2. By Organization Size
  • 6.2.3. By Pricing Type
  • 6.2.4. By End User
  • 6.2.5. By Channel Type
  • 6.2.6. By Country
• 6.3. North America: Country Analysis
  • 6.3.1. United States Ad Tech Market Outlook
    • 6.3.1.1. Market Size & Forecast
      • 6.3.1.1.1. By Value
    • 6.3.1.2. Market Share & Forecast
      • 6.3.1.2.1. By Type
      • 6.3.1.2.2. By Organization Size
      • 6.3.1.2.3. By Pricing Type
      • 6.3.1.2.4. By End User
      • 6.3.1.2.5. By Channel Type
  • 6.3.2. Canada Ad Tech Market Outlook
    • 6.3.2.1. Market Size & Forecast
      • 6.3.2.1.1. By Value
    • 6.3.2.2. Market Share & Forecast
      • 6.3.2.2.1. By Type
      • 6.3.2.2.2. By Organization Size
      • 6.3.2.2.3. By Pricing Type
      • 6.3.2.2.4. By End User
      • 6.3.2.2.5. By Channel Type
  • 6.3.3. Mexico Ad Tech Market Outlook
    • 6.3.3.1. Market Size & Forecast
      • 6.3.3.1.1. By Value
    • 6.3.3.2. Market Share & Forecast
      • 6.3.3.2.1. By Type
      • 6.3.3.2.2. By Organization Size
      • 6.3.3.2.3. By Pricing Type
      • 6.3.3.2.4. By End User
      • 6.3.3.2.5. By Channel Type

7. Europe Ad Tech Market Outlook

• 7.1. Market Size & Forecast
  • 7.1.1. By Value
• 7.2. Market Share & Forecast
  • 7.2.1. By Type
  • 7.2.2. By Organization Size
  • 7.2.3. By Pricing Type
  • 7.2.4. By End User
  • 7.2.5. By Channel Type
  • 7.2.6. By Country
• 7.3. Europe: Country Analysis
  • 7.3.1. Germany Ad Tech Market Outlook
    • 7.3.1.1. Market Size & Forecast
      • 7.3.1.1.1. By Value
    • 7.3.1.2. Market Share & Forecast
      • 7.3.1.2.1. By Type
      • 7.3.1.2.2. By Organization Size
      • 7.3.1.2.3. By Pricing Type
      • 7.3.1.2.4. By End User
      • 7.3.1.2.5. By Channel Type
  • 7.3.2. France Ad Tech Market Outlook
    • 7.3.2.1. Market Size & Forecast
      • 7.3.2.1.1. By Value
    • 7.3.2.2. Market Share & Forecast
      • 7.3.2.2.1. By Type
      • 7.3.2.2.2. By Organization Size
      • 7.3.2.2.3. By Pricing Type
      • 7.3.2.2.4. By End User
      • 7.3.2.2.5. By Channel Type
  • 7.3.3. United Kingdom Ad Tech Market Outlook
    • 7.3.3.1. Market Size & Forecast
      • 7.3.3.1.1. By Value
    • 7.3.3.2. Market Share & Forecast
      • 7.3.3.2.1. By Type
      • 7.3.3.2.2. By Organization Size
      • 7.3.3.2.3. By Pricing Type
      • 7.3.3.2.4. By End User
      • 7.3.3.2.5. By Channel Type
  • 7.3.4. Italy Ad Tech Market Outlook
    • 7.3.4.1. Market Size & Forecast
      • 7.3.4.1.1. By Value
    • 7.3.4.2. Market Share & Forecast
      • 7.3.4.2.1. By Type
      • 7.3.4.2.2. By Organization Size
      • 7.3.4.2.3. By Pricing Type
      • 7.3.4.2.4. By End User
      • 7.3.4.2.5. By Channel Type
  • 7.3.5. Spain Ad Tech Market Outlook
    • 7.3.5.1. Market Size & Forecast
      • 7.3.5.1.1. By Value
    • 7.3.5.2. Market Share & Forecast
      • 7.3.5.2.1. By Type
      • 7.3.5.2.2. By Organization Size
      • 7.3.5.2.3. By Pricing Type
      • 7.3.5.2.4. By End User
      • 7.3.5.2.5. By Channel Type

8. Asia Pacific Ad Tech Market Outlook

• 8.1. Market Size & Forecast
  • 8.1.1. By Value
• 8.2. Market Share & Forecast
  • 8.2.1. By Type
  • 8.2.2. By Organization Size
  • 8.2.3. By Pricing Type
  • 8.2.4. By End User
  • 8.2.5. By Channel Type
  • 8.2.6. By Country
• 8.3. Asia Pacific: Country Analysis
  • 8.3.1. China Ad Tech Market Outlook
    • 8.3.1.1. Market Size & Forecast
      • 8.3.1.1.1. By Value
    • 8.3.1.2. Market Share & Forecast
      • 8.3.1.2.1. By Type
      • 8.3.1.2.2. By Organization Size
      • 8.3.1.2.3. By Pricing Type
      • 8.3.1.2.4. By End User
      • 8.3.1.2.5. By Channel Type
  • 8.3.2. India Ad Tech Market Outlook
    • 8.3.2.1. Market Size & Forecast
      • 8.3.2.1.1. By Value
    • 8.3.2.2. Market Share & Forecast
      • 8.3.2.2.1. By Type
      • 8.3.2.2.2. By Organization Size
      • 8.3.2.2.3. By Pricing Type
      • 8.3.2.2.4. By End User
      • 8.3.2.2.5. By Channel Type
  • 8.3.3. Japan Ad Tech Market Outlook
    • 8.3.3.1. Market Size & Forecast
      • 8.3.3.1.1. By Value
    • 8.3.3.2. Market Share & Forecast
      • 8.3.3.2.1. By Type
      • 8.3.3.2.2. By Organization Size
      • 8.3.3.2.3. By Pricing Type
      • 8.3.3.2.4. By End User
      • 8.3.3.2.5. By Channel Type
  • 8.3.4. South Korea Ad Tech Market Outlook
    • 8.3.4.1. Market Size & Forecast
      • 8.3.4.1.1. By Value
    • 8.3.4.2. Market Share & Forecast
      • 8.3.4.2.1. By Type
      • 8.3.4.2.2. By Organization Size
      • 8.3.4.2.3. By Pricing Type
      • 8.3.4.2.4. By End User
      • 8.3.4.2.5. By Channel Type
  • 8.3.5. Australia Ad Tech Market Outlook
    • 8.3.5.1. Market Size & Forecast
      • 8.3.5.1.1. By Value
    • 8.3.5.2. Market Share & Forecast
      • 8.3.5.2.1. By Type
      • 8.3.5.2.2. By Organization Size
      • 8.3.5.2.3. By Pricing Type
      • 8.3.5.2.4. By End User
      • 8.3.5.2.5. By Channel Type

9. Middle East & Africa Ad Tech Market Outlook

• 9.1. Market Size & Forecast
  • 9.1.1. By Value
• 9.2. Market Share & Forecast
  • 9.2.1. By Type
  • 9.2.2. By Organization Size
  • 9.2.3. By Pricing Type
  • 9.2.4. By End User
  • 9.2.5. By Channel Type
  • 9.2.6. By Country
• 9.3. Middle East & Africa: Country Analysis
  • 9.3.1. Saudi Arabia Ad Tech Market Outlook
    • 9.3.1.1. Market Size & Forecast
      • 9.3.1.1.1. By Value
    • 9.3.1.2. Market Share & Forecast
      • 9.3.1.2.1. By Type
      • 9.3.1.2.2. By Organization Size
      • 9.3.1.2.3. By Pricing Type
      • 9.3.1.2.4. By End User
      • 9.3.1.2.5. By Channel Type
  • 9.3.2. UAE Ad Tech Market Outlook
    • 9.3.2.1. Market Size & Forecast
      • 9.3.2.1.1. By Value
    • 9.3.2.2. Market Share & Forecast
      • 9.3.2.2.1. By Type
      • 9.3.2.2.2. By Organization Size
      • 9.3.2.2.3. By Pricing Type
      • 9.3.2.2.4. By End User
      • 9.3.2.2.5. By Channel Type
  • 9.3.3. South Africa Ad Tech Market Outlook
    • 9.3.3.1. Market Size & Forecast
      • 9.3.3.1.1. By Value
    • 9.3.3.2. Market Share & Forecast
      • 9.3.3.2.1. By Type
      • 9.3.3.2.2. By Organization Size
      • 9.3.3.2.3. By Pricing Type
      • 9.3.3.2.4. By End User
      • 9.3.3.2.5. By Channel Type

10. South America Ad Tech Market Outlook

• 10.1. Market Size & Forecast
  • 10.1.1. By Value
• 10.2. Market Share & Forecast
  • 10.2.1. By Type
  • 10.2.2. By Organization Size
  • 10.2.3. By Pricing Type
  • 10.2.4. By End User
  • 10.2.5. By Channel Type
  • 10.2.6. By Country
• 10.3. South America: Country Analysis
  • 10.3.1. Brazil Ad Tech Market Outlook
    • 10.3.1.1. Market Size & Forecast
      • 10.3.1.1.1. By Value
    • 10.3.1.2. Market Share & Forecast
      • 10.3.1.2.1. By Type
      • 10.3.1.2.2. By Organization Size
      • 10.3.1.2.3. By Pricing Type
      • 10.3.1.2.4. By End User
      • 10.3.1.2.5. By Channel Type
  • 10.3.2. Colombia Ad Tech Market Outlook
    • 10.3.2.1. Market Size & Forecast
      • 10.3.2.1.1. By Value
    • 10.3.2.2. Market Share & Forecast
      • 10.3.2.2.1. By Type
      • 10.3.2.2.2. By Organization Size
      • 10.3.2.2.3. By Pricing Type
      • 10.3.2.2.4. By End User
      • 10.3.2.2.5. By Channel Type
  • 10.3.3. Argentina Ad Tech Market Outlook
    • 10.3.3.1. Market Size & Forecast
      • 10.3.3.1.1. By Value
    • 10.3.3.2. Market Share & Forecast
      • 10.3.3.2.1. By Type
      • 10.3.3.2.2. By Organization Size
      • 10.3.3.2.3. By Pricing Type
      • 10.3.3.2.4. By End User
      • 10.3.3.2.5. By Channel Type

11. Market Dynamics

• 11.1. Drivers
• 11.2. Challenges

12. Market Trends & Developments

• 12.1. Merger & Acquisition (If Any)
• 12.2. Product Launches (If Any)
• 12.3. Recent Developments

13. Global Ad Tech Market: SWOT Analysis

14. Porter's Five Forces Analysis

• 14.1. Competition in the Industry
• 14.2. Potential of New Entrants
• 14.3. Power of Suppliers
• 14.4. Power of Customers
• 14.5. Threat of Substitute Products

15. Competitive Landscape

• 15.1. WPP Group PLC
  • 15.1.1. Business Overview
  • 15.1.2. Products & Services
  • 15.1.3. Recent Developments
  • 15.1.4. Key Personnel
  • 15.1.5. SWOT Analysis
• 15.2. Omnicom Group Inc.
• 15.3. Publicis Groupe SA
• 15.4. Interpublic Group of Companies, Inc.
• 15.5. Adobe Inc.
• 15.6. Google LLC
• 15.7. The Trade Desk Inc.
• 15.8. Criteo SA
• 15.9. IgnitionOne, Inc.
• 15.10. MediaMath Inc.

16. Strategic Recommendations

17. About Us & Disclaimer