The internet advertising market size was valued at $438 billion in 2021 and will grow at a CAGR of more than 9% during 2021-2030. Advertising technology or Adtech is the backbone of the internet advertising industry. It covers all software and services used to deliver and target digital advertisements. Adtech’s emergence over the past 25 years has been driven by the rise in the number of internet users, the emergence of mobile, social media, ecommerce, and streaming platforms, and the growing sophistication of analytics tools. However, it is under scrutiny from data privacy regulators for its role in mishandling users’ data.
In competitive terms, the Adtech industry is primarily a face-off between tech giants like Google, Meta, Amazon, and Alibaba and pure play vendors like The Trade Desk, MediaMath, and Amobee.
Overview of the Adtech industry
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What are the market dynamics in the Adtech industry?
Adtech comprises diverse software platforms that facilitate the buying, selling, delivery, verification, measurement, and management of digital ads. It also enables coordination between advertisers (i.e., brands) and publishers and allows brands to run ad campaigns by targeting high-value audiences. Publishers can sell ad inventories at the best possible price with the help of Adtech. This technology uses internet-based services (e.g., webpages, social media, and mobile apps) to personalize ads for each user based on their preferences and online activities. It covers the entire ad campaign process, from identifying and targeting the right audience to managing channels and selling ads to publishers. Subsequently, Adtech companies help brands measure the effectiveness of their ads and understand the customers’ interests.
What are the key categories in the internet advertising market?
The key categories in the internet advertising market are search ads, banner ads, video ads, classified ads, and audio ads. Search ads and banner ads are the dominant categories in the market while classified ads and audio ads are niche aspects.
This category includes online ads that appear on users’ web pages through search engine queries. Search ads target users based on the keywords they have entered into search engines. This is also known as paid search advertising. Google Search and Microsoft Search are the biggest platforms for search ads.
These are display ads that appear in rectangular or square-shaped graphics along the top, bottom, or sides of a website or mobile app. Banner ads are typically image-based, designed to attract attention, and thus are widely used by advertisers and publishers.
This category of ads can be delivered either before, during, or after any streaming content. OTT platforms, social media networks, and mobile app (especially games) developers are the key adopters of video ads.
These ads are typically small and location-specific, intended for specific purposes such as selling a property or leasing a vehicle. Craigslist.org, Backpage.com, Gumtree.com, and Facebook Marketplace are some of the best-known sources of classified ads on the internet.
Ads delivered in audio format via a radio, smart speaker, music streaming service, or podcast. Popular music streaming services like Spotify, Amazon Music, and Pandora feature audio ads on their platforms.
Adtech industry, by category
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What are the key trends in the Adtech industry?
The key trends shaping the Adtech theme are technology trends, macroeconomic trends, and regulatory trends. The technology trends include first-party data, third-party cookies, iOS app tracking transparency (ATT), android advertising ID, AI, ad fraud, internet of things (IoT), native advertising, shoppable ads, augmented reality (AR), and ad blockers. Walled garden is a closed platform which impacts macroeconomic trends in the Adtech industry besides COVID-19. Data privacy and misinformation impacts regulatory trends.
Who are the major companies in the Adtech industry?
The major companies making their mark within the Adtech industry are Adobe, Alibaba, Alphabet (parent company of Google), Amazon, Basis Technologies, ByteDance, Criteo, MediaMath, Meta, Microsoft, Singtel (parent company of Amobee), and The Trade Desk. Google dominated the global internet advertising market with a 40% revenue share followed by Meta.
Adtech industry, by major companies
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Market report scope
|Market size (2021)||$438 billion|
|Growth rate||CAGR of >9%|
|Segmentation by categories||Search Ads, Banner Ads, Video Ads, Classified Ads, and Audio Ads|
|Key trends||Technology Trends, Macroeconomic Trends, and Regulatory Trends|
|Key companies||Adobe, Alibaba, Alphabet (parent company of Google), Amazon, Basis Technologies, ByteDance, Criteo, MediaMath, Meta, Microsoft, Singtel (parent company of Amobee), and The Trade Desk|
This report provides:
- Overview of the Adtech theme.
- Key trends impacting growth of the theme over the next 12 to 24 months split into three categories: technology trends, macroeconomic trends, and regulatory trends.
- Comprehensive industry analysis, including forecasts for the global internet advertising market to 2030.
- Details of M&A deals driven by the Adtech theme, and a timeline highlighting milestones in the development of Adtech.
- Detailed value chain which comprises three distinct segments: demand-side, intermediaries, and supply-side.
Adtech vendors have been forced to rethink their strategies due to the emergence of legislation such as the EU’s General Data Protection Regulation (GDPR). They must adopt privacy-first approaches and ensure that user data is not shared among partners. In addition, the withdrawal of third-party cookies from web browsers and privacy-related changes to Apple’s Identifier for Advertisers (IDFA) and Google’s Android Advertising ID (AAID) are threatening longstanding ad targeting practices. As a result, data collection methods are changing, with adtech vendors focusing on first-party data and adopting consent-driven personalization. Data management platforms that operate on third-party data will face an existential threat in the post-cookie world as the industry moves towards first-party data.
In competitive terms, the adtech industry is primarily a face-off between tech giants like Google, Meta, Amazon, and Alibaba and pure play vendors like The Trade Desk, MediaMath, and Amobee. The tech giants dominate the market with their massive user bases and sophisticated adtech walled gardens. Several pure play vendors will become acquisition targets for Big Tech vendors over the next three years.
Reasons to Buy
- This report provides an invaluable guide to this important theme, including details of the leading players and up-to-date market forecasts.
China Trading Desk
E. W. Scripps
Integral Ad Science
The New York Times
The Trade Desk
The Washington Post
Table of Contents
Market size and growth forecasts
Mergers and acquisitions
Company filing trends
Advertising Sector Scorecard
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Frequently Asked Questions
The internet advertising market size was valued at $438 billion in 2021.
The internet advertising market is projected to grow at a CAGR of more than 9% during 2021-2030.
The key internet advertising market categories are search ads, banner ads, video ads, classified ads, and audio ads.
The key trends in the Adtech industry are technology trends, macroeconomic trends, and regulatory trends.
Some of the major companies in the Adtech industry are Adobe, Alibaba, Alphabet (parent company of Google), Amazon, Basis Technologies, ByteDance, Criteo, MediaMath, Meta, Microsoft, Singtel (parent company of Amobee), and The Trade Desk.