The advertising technology market is rapidly evolving. It is expected to reach USD 583.54 billion by 2023, growing at a compound annual growth rate （CAGR） of 14.4% from 2024 to 2032, reaching USD 1,958.4 billion by 2032. This change from the previous year is driven by connected television （CTV）, hyper-personalization, geotargeting, AR/VR, integrated consumer journeys, and efforts to reflect local language and culture. Programmatic advertising leverages data and algorithms to optimize advertising, resulting in more and successful campaigns. Advertising spending is also expanding, with annual ad spending expected to reach approximately USD 1,077 billion by 2024, with TV and digital advertising combined reaching efficient USD 337 billion in the same year.
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The segmentation services segment, based on segmentation analysis
, will account for over 32% of the total market in 2023. This growth is largely due to the increasing demand for data-driven marketing, campaign management, ad optimization, and analytics services
.
, programmatic advertising will lead the competition, accounting for approximately 80% of the market share in 2023. This method, which uses to automate ad buying and placement, benefits both advertisers and publishers by reducing manual negotiations and improving cost-effectiveness. The expansion of mobile advertising and the increasing importance of data-driven targeting are further driving the growth of this type algorithms. In
terms of ad formats,
the text ad segment led the market, accounting for approximately 30% of revenue share in 2023. Based on search engine marketing （SEM）, this format will remain important as long as users rely on search engines. Furthermore, with the spread of voice search, text ads are being forced to adapt to the changing landscape, where people are increasingly searching using spoken language. Contextual keyword placement and optimization for spoken queries are key. By
platform,
mobile will be the most dominant platform, accounting for approximately 53% of the total market in 2023. Various formats, including display, in-app, and video ads, are being deployed on mobile, and targeting based on user location information is also becoming more prevalent. The high penetration rate of mobile devices and a mobile-first mindset are driving this expansion. By
company size,
large companies lead the advertising technology market, accounting for around 65% of the market share. Companies with large marketing budgets, diverse advertising channels, and global reach have an advantage in negotiating advertising asset purchases and accessing premium ad inventory. Meanwhile, small and medium-sized enterprises account for around 23-24% of the market, increasing their influence due to the widespread adoption of easy-to-use platforms and cost-efficiency.
Regional Analysis:
North America
: North America will lead the market, accounting for over 30% of revenue share in 2023. This is driven by technological advancements, high digital literacy, and strong consumer engagement online and on mobile devices. The United States accounts for over 71% of North America's total, with major players such as Google, Meta, and Amazon leading the market. Startups such as Chicago's Prizeout, New York's Arrow, Kevel, and VidMob are also gaining attention by adopting new ad formats and technologies.
Europe
: Europe is also a rapidly growing region. Programmatic advertising is becoming increasingly popular, allowing advertisers to efficiently target specific demographics. The expansion of digital out-of-home （DOOH） advertising and growing demand for video advertising on mobile web and CTV are also driving an increase in interactive and dynamic advertising.
Asia Pacific
: The Asia Pacific region offers significant growth potential due to its diverse markets, rapid internet penetration, mobile-first consumer behavior, and young online demographics. Strategies that incorporate country-specific regulations and cultural differences are key to success. Competition in
advertising
technology is fierce, with many companies emerging as market leaders and innovators. Major players include Alibaba Group, Amazon, Facebook （Meta）, Google, Microsoft, Adobe, Criteo, Quantcast, and Demandbase. Each of these companies is strengthening its competitive position through the development of ad serving platforms, data analytics, and AI and algorithmic advancements.
For example, Google has introduced AI-powered ad technologies such as Demand Gen and Video View, enabling advertisers to drive new demand rather than simply respond to it. PadSquad partnered with Amazon Ads in August 2023 to offer its proprietary interactive ad format through Amazon DSP, enabling advertisers to programmatically deliver more engaging and engaging ad formats. The
native advertising market is also gaining attention. Companies such as Taboola, Outbrain, and MGID display ads in a way that blends seamlessly with website layout and design, providing a lower user friction point than traditional banner ads. Approximately $97 billion is spent on native display advertising in the United States.
Additionally, the adoption of AI and programming technologies is creating new investment opportunities in areas such as mobile advertising, personalization, and improved ad placement and targeting. Over half of companies report reducing advertising costs through AI, with some even allocating around 40% of their budgets to AI-driven campaigns. Tools like Criteo, Skai, and Albert are gaining traction in this space.
Read the full article: https://www.snsinsider.com/reports/adtech-market-4357
Conclusion/Outlook:
The advertising technology market is undergoing a period of structural innovation, not simply a shift in advertising media, but one driven by advances in data, algorithms, and consumer experience. Companies must adapt their strategies flexibly based on their size, region, and consumer characteristics. Leveraging new technologies like AI, AR/VR, and native advertising, ensuring trust and transparency, and complying with regulations will be key factors for future success.
If you require detailed country-specific data or industry-specific growth forecasts for this market, please let us know. We will provide further research.
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Get a sample copy of this report: https://www.snsinsider.com/sample-request/4357
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The segmentation services segment, based on segmentation analysis
, will account for over 32% of the total market in 2023. This growth is largely due to the increasing demand for data-driven marketing, campaign management, ad optimization, and analytics services
.
, programmatic advertising will lead the competition, accounting for approximately 80% of the market share in 2023. This method, which uses to automate ad buying and placement, benefits both advertisers and publishers by reducing manual negotiations and improving cost-effectiveness. The expansion of mobile advertising and the increasing importance of data-driven targeting are further driving the growth of this type algorithms. In
terms of ad formats,
the text ad segment led the market, accounting for approximately 30% of revenue share in 2023. Based on search engine marketing （SEM）, this format will remain important as long as users rely on search engines. Furthermore, with the spread of voice search, text ads are being forced to adapt to the changing landscape, where people are increasingly searching using spoken language. Contextual keyword placement and optimization for spoken queries are key. By
platform,
mobile will be the most dominant platform, accounting for approximately 53% of the total market in 2023. Various formats, including display, in-app, and video ads, are being deployed on mobile, and targeting based on user location information is also becoming more prevalent. The high penetration rate of mobile devices and a mobile-first mindset are driving this expansion. By
company size,
large companies lead the advertising technology market, accounting for around 65% of the market share. Companies with large marketing budgets, diverse advertising channels, and global reach have an advantage in negotiating advertising asset purchases and accessing premium ad inventory. Meanwhile, small and medium-sized enterprises account for around 23-24% of the market, increasing their influence due to the widespread adoption of easy-to-use platforms and cost-efficiency.
Regional Analysis:
North America
: North America will lead the market, accounting for over 30% of revenue share in 2023. This is driven by technological advancements, high digital literacy, and strong consumer engagement online and on mobile devices. The United States accounts for over 71% of North America's total, with major players such as Google, Meta, and Amazon leading the market. Startups such as Chicago's Prizeout, New York's Arrow, Kevel, and VidMob are also gaining attention by adopting new ad formats and technologies.
Europe
: Europe is also a rapidly growing region. Programmatic advertising is becoming increasingly popular, allowing advertisers to efficiently target specific demographics. The expansion of digital out-of-home （DOOH） advertising and growing demand for video advertising on mobile web and CTV are also driving an increase in interactive and dynamic advertising.
Asia Pacific
: The Asia Pacific region offers significant growth potential due to its diverse markets, rapid internet penetration, mobile-first consumer behavior, and young online demographics. Strategies that incorporate country-specific regulations and cultural differences are key to success. Competition in
advertising
technology is fierce, with many companies emerging as market leaders and innovators. Major players include Alibaba Group, Amazon, Facebook （Meta）, Google, Microsoft, Adobe, Criteo, Quantcast, and Demandbase. Each of these companies is strengthening its competitive position through the development of ad serving platforms, data analytics, and AI and algorithmic advancements.
For example, Google has introduced AI-powered ad technologies such as Demand Gen and Video View, enabling advertisers to drive new demand rather than simply respond to it. PadSquad partnered with Amazon Ads in August 2023 to offer its proprietary interactive ad format through Amazon DSP, enabling advertisers to programmatically deliver more engaging and engaging ad formats. The
native advertising market is also gaining attention. Companies such as Taboola, Outbrain, and MGID display ads in a way that blends seamlessly with website layout and design, providing a lower user friction point than traditional banner ads. Approximately $97 billion is spent on native display advertising in the United States.
Additionally, the adoption of AI and programming technologies is creating new investment opportunities in areas such as mobile advertising, personalization, and improved ad placement and targeting. Over half of companies report reducing advertising costs through AI, with some even allocating around 40% of their budgets to AI-driven campaigns. Tools like Criteo, Skai, and Albert are gaining traction in this space.
Read the full article: https://www.snsinsider.com/reports/adtech-market-4357
Conclusion/Outlook:
The advertising technology market is undergoing a period of structural innovation, not simply a shift in advertising media, but one driven by advances in data, algorithms, and consumer experience. Companies must adapt their strategies flexibly based on their size, region, and consumer characteristics. Leveraging new technologies like AI, AR/VR, and native advertising, ensuring trust and transparency, and complying with regulations will be key factors for future success.
If you require detailed country-specific data or industry-specific growth forecasts for this market, please let us know. We will provide further research.
Related reports:
Social Media Listening Market: https://www.snsinsider.com/reports/social-media-listening-market-6367
Field Service Management （FSM） Market: https://www.snsinsider.com/reports/field-service-management-market-2888
配信元企業：SNS INSIDER PVT. LTD.
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