廣告科技市場規模、佔有率和成長分析（按產品、廣告類型、廣告管道、廣告格式、平台、公司規模、垂直行業和地區）—2025-2032 年行業預測

預計到 2023 年，廣告科技市場規模將達到 8,472.8 億美元，從 2024 年的 10826 億美元成長到 2032 年的 40546.1 億美元，預測期內（2025-2032 年）的複合年成長率為 19.0%。

近年來，在數位科技和網路進步的推動下，廣告科技市場呈現顯著擴張。隨著智慧型手機和社群媒體的迅速普及，數位行銷已融入全球廣告策略，將重點從傳統方法轉移。這種轉變使企業能夠透過有針對性的線上廣告接觸到更多的受眾，從而使廣告技術成為全球數位經濟的重要組成部分。廣告主可以使用資料主導技術（例如程式化廣告、資料分析、人工智慧（AI）和各種需求方和供應方平台）進行客製化宣傳活動。然而，監管變化和隱私問題等挑戰可能會影響未來的成長。總體而言，市場格局仍然充滿活力，使得品牌能夠改善其行銷方法並有效地與受眾互動。

目錄

介紹

• 調查目的
• 研究範圍
• 定義

調查方法

• 資訊採購
• 次要和主要資料方法
• 市場規模預測
• 市場假設與限制

執行摘要

• 全球市場展望
• 供需趨勢分析
• 細分機會分析

市場動態及展望

• 市場概況
• 市場規模
• 市場動態
  • 促進因素和機會
  • 限制與挑戰
• 波特的分析

主要市場考察

• 關鍵成功因素
• 競爭程度
• 主要投資機會
• 市場生態系統
• 市場吸引力指數（2024 年）
• PESTEL 分析
• 宏觀經濟指標
• 價值鏈分析
• 定價分析
• 案例研究
• 技術進步
• 監管格局
• 專利分析

按服務類型分類的廣告技術市場規模

• 市場概況
• 解決方案
• 服務

按廣告類型分類的廣告技術市場規模

• 市場概況
• 程式化
• 非程式化

按廣告管道分類的廣告技術市場規模

• 市場概況
• 搜尋
• 展示
• 社群媒體
• 影片
• 智慧型手機
• 電子郵件

按廣告形式分類的廣告技術市場規模

• 市場概況
• 橫幅廣告
• 原生廣告
• 影片廣告
• 富媒體廣告

按平台分類的廣告技術市場規模

• 市場概況
• 網路
• 智慧型手機

廣告科技市場規模：依公司規模

• 市場概況
• 大型企業
• 中小型企業

按行業分類的廣告技術市場規模

• 市場概況
• 媒體和娛樂
• BFSI（銀行金融服務保險）
• 教育
• 零售和消費品
• 資訊科技和通訊
• 衛生保健
• 飲食

廣告科技市場規模

• 北美洲
  • 美國
  • 加拿大
• 歐洲
  • 德國
  • 西班牙
  • 法國
  • 英國
  • 義大利
  • 其他歐洲國家地區
• 亞太地區
  • 中國
  • 印度
  • 日本
  • 韓國
  • 其他亞太地區
• 拉丁美洲
  • 巴西
  • 其他拉丁美洲國家
• 中東和非洲
  • 海灣合作理事會國家
  • 南非
  • 其他中東和非洲地區

競爭資訊

• 前 5 家公司對比
• 主要企業市場定位（2024年）
• 主要市場參與者所採用的策略
• 近期市場趨勢
• 公司市場佔有率分析（2024 年）
• 主要企業簡介
  • 公司詳細資訊
  • 產品系列分析
  • 公司分部佔有率分析
  • 收益與前一年同期比較對比（2022-2024 年）

主要企業簡介

• Google（USA）
• Meta（USA）
• Amazon（USA）
• The Trade Desk（USA）
• Adobe（USA）
• Criteo（France）
• PubMatic（USA）
• Magnite（USA）
• Verizon Media（USA）
• MediaMath（USA）
• AppNexus（USA）
• InMobi（India）
• Taboola（Israel）
• Outbrain（USA）
• Adform（Denmark）
• Amobee（USA）
• Centro（USA）
• Celtra（USA）
• Basis Technologies（USA）
• NextRoll（USA）

結論和建議

AdTech Market size was valued at USD 847.28 billion in 2023 and is poised to grow from USD 1008.26 billion in 2024 to USD 4054.61 billion by 2032, growing at a CAGR of 19.0% during the forecast period (2025-2032).

The AdTech market has witnessed remarkable expansion in recent years, fueled by advancements in digital technologies and the Internet. The rapid proliferation of smartphones and social media has integrated digital marketing into global advertising strategies, shifting focus from traditional methods. This transition has allowed businesses to capture a broader audience through targeted online ads, making AdTech an essential part of the global digital economy. Advertisers can execute customized campaigns using data-driven technologies, including programmatic advertising, data analytics, artificial intelligence (AI), and various demand- and supply-side platforms. However, challenges like regulatory changes and privacy concerns could impact future growth. Overall, the AdTech landscape remains dynamic, enabling brands to refine their marketing approaches and enhance audience engagement effectively.

Top-down and bottom-up approaches were used to estimate and validate the size of the Adtech market and to estimate the size of various other dependent submarkets. The research methodology used to estimate the market size includes the following details: The key players in the market were identified through secondary research, and their market shares in the respective regions were determined through primary and secondary research. This entire procedure includes the study of the annual and financial reports of the top market players and extensive interviews for key insights from industry leaders such as CEOs, VPs, directors, and marketing executives. All percentage shares split, and breakdowns were determined using secondary sources and verified through Primary sources. All possible parameters that affect the markets covered in this research study have been accounted for, viewed in extensive detail, verified through primary research, and analyzed to get the final quantitative and qualitative data.

Adtech Market Segments Analysis

Global AdTech Market is segmented by Offering, Advertising Type, Advertising Channel, Advertising Format, Platform, Enterprise Size, Industry Vertical and region. Based on Offering, the market is segmented into Solution and Services. Based on Advertising Type, the market is segmented into Programmatic and Non-Programmatic. Based on Advertising Channel, the market is segmented into Search, Display, Social Media, Video, Mobile and Email. Based on Advertising Format, the market is segmented into Banner Ads, Native Ads, Video Ads and Rich Media Ads. Based on Platform, the market is segmented into Web and Mobile. Based on Enterprise Size, the market is segmented into Large Enterprises and Small & Medium Enterprises (SMEs). Based on Industry Vertical, the market is segmented into Media & Entertainment, BFSI (Banking, Financial Services, and Insurance), Education, Retail & Consumer Goods, IT & Telecom, Healthcare and Food & Beverage. Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa.

Driver of the Adtech Market

The global transition to digital and mobile channels has significantly boosted the demand for AdTech solutions. As consumers increasingly turn to mobile devices and streaming platforms for content consumption, advertisers are reallocating their budgets from traditional media to digital avenues, where they can achieve more precise targeting and effectively track engagement. A substantial portion of digital advertising expenditure now focuses on mobile commercials, driven by smartphone manufacturers and app developers who seek to connect with users directly. This evolution in advertising strategy underscores the growing importance of AdTech in navigating the modern marketplace and connecting brands with their audiences.

Restraints in the Adtech Market

As user privacy concerns escalate globally, various governments are instituting more stringent regulations that impact AdTech operations. Key regulations such as the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the United States, along with other regional data protection laws, compel companies to enhance transparency in their practices. For AdTech firms, adhering to these regulations necessitates substantial investments in privacy safeguards, optimization of data processing protocols, and a fundamental restructuring of their overall business processes. This evolving regulatory landscape presents a significant challenge for the AdTech market as it seeks to balance compliance with innovation.

Market Trends of the Adtech Market

The AdTech market is witnessing a significant shift towards programmatic advertising, characterized by its ability to automate ad buying and refine audience targeting through advanced algorithms. This trend is revolutionizing the advertising landscape by enabling real-time transactions that enhance campaign flexibility, efficiency, and responsiveness to consumer behavior. As businesses increasingly recognize the benefits of precision and scalability in digital marketing, investments in programmatic advertising are projected to surge significantly. This evolution not only streamlines the ad-buying process but also empowers brands to optimize their outreach, ensuring that they deliver relevant messages to the right audiences at the right time.

Table of Contents

Introduction

• Objectives of the Study
• Scope of the Report
• Definitions

Research Methodology

• Information Procurement
• Secondary & Primary Data Methods
• Market Size Estimation
• Market Assumptions & Limitations

Executive Summary

• Global Market Outlook
• Supply & Demand Trend Analysis
• Segmental Opportunity Analysis

Market Dynamics & Outlook

• Market Overview
• Market Size
• Market Dynamics
  • Drivers & Opportunities
  • Restraints & Challenges
• Porters Analysis
  • Competitive rivalry
  • Threat of substitute
  • Bargaining power of buyers
  • Threat of new entrants
  • Bargaining power of suppliers

Key Market Insights

• Key Success Factors
• Degree of Competition
• Top Investment Pockets
• Market Ecosystem
• Market Attractiveness Index, 2024
• PESTEL Analysis
• Macro-Economic Indicators
• Value Chain Analysis
• Pricing Analysis
• Case Studies
• Technology Advancement
• Regulatory Landscape
• Patent Analysis

Global AdTech Market Size by Offering & CAGR (2025-2032)

• Market Overview
• Solution
• Services

Global AdTech Market Size by Advertising Type & CAGR (2025-2032)

• Market Overview
• Programmatic
• Non-Programmatic

Global AdTech Market Size by Advertising Channel & CAGR (2025-2032)

• Market Overview
• Search
• Display
• Social Media
• Video
• Mobile
• Email

Global AdTech Market Size by Advertising Format & CAGR (2025-2032)

• Market Overview
• Banner Ads
• Native Ads
• Video Ads
• Rich Media Ads

Global AdTech Market Size by Platform & CAGR (2025-2032)

• Market Overview
• Web
• Mobile

Global AdTech Market Size by Enterprise Size & CAGR (2025-2032)

• Market Overview
• Large Enterprises
• Small & Medium Enterprises (SMEs)

Global AdTech Market Size by Industry Vertical & CAGR (2025-2032)

• Market Overview
• Media & Entertainment
• BFSI (Banking, Financial Services, and Insurance)
• Education
• Retail & Consumer Goods
• IT & Telecom
• Healthcare
• Food & Beverage

Global AdTech Market Size & CAGR (2025-2032)

• North America (Offering, Advertising Type, Advertising Channel, Advertising Format, Platform, Enterprise Size, Industry Vertical)
  • US
  • Canada
• Europe (Offering, Advertising Type, Advertising Channel, Advertising Format, Platform, Enterprise Size, Industry Vertical)
  • Germany
  • Spain
  • France
  • UK
  • Italy
  • Rest of Europe
• Asia Pacific (Offering, Advertising Type, Advertising Channel, Advertising Format, Platform, Enterprise Size, Industry Vertical)
  • China
  • India
  • Japan
  • South Korea
  • Rest of Asia-Pacific
• Latin America (Offering, Advertising Type, Advertising Channel, Advertising Format, Platform, Enterprise Size, Industry Vertical)
  • Brazil
  • Rest of Latin America
• Middle East & Africa (Offering, Advertising Type, Advertising Channel, Advertising Format, Platform, Enterprise Size, Industry Vertical)
  • GCC Countries
  • South Africa
  • Rest of Middle East & Africa

Competitive Intelligence

• Top 5 Player Comparison
• Market Positioning of Key Players, 2024
• Strategies Adopted by Key Market Players
• Recent Developments in the Market
• Company Market Share Analysis, 2024
• Company Profiles of All Key Players
  • Company Details
  • Product Portfolio Analysis
  • Company's Segmental Share Analysis
  • Revenue Y-O-Y Comparison (2022-2024)

Key Company Profiles

• Google (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Meta (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Amazon (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• The Trade Desk (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Adobe (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Criteo (France)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• PubMatic (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Magnite (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Verizon Media (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• MediaMath (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• AppNexus (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• InMobi (India)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Taboola (Israel)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Outbrain (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Adform (Denmark)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Amobee (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Centro (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Celtra (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Basis Technologies (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• NextRoll (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments

Conclusion & Recommendations