广告科技市场规模、份额和成长分析（按产品、广告类型、广告管道、广告格式、平台、公司规模、垂直行业和地区）—2025-2032 年行业预测

预计到 2023 年，广告科技市场规模将达到 8,472.8 亿美元，从 2024 年的 10826 亿美元成长到 2032 年的 40546.1 亿美元，预测期内（2025-2032 年）的复合年增长率为 19.0%。

近年来，在数位科技和网路进步的推动下，广告科技市场呈现显着扩张。随着智慧型手机和社群媒体的迅速普及，数位行销已融入全球广告策略，将重点从传统方法转移。这种转变使企业能够透过有针对性的线上广告接触到更多的受众，从而使广告技术成为全球数位经济的重要组成部分。广告主可以使用资料主导技术（例如程式化广告、资料分析、人工智慧（AI）和各种需求方和供应方平台）进行客製化宣传活动。然而，监管变化和隐私问题等挑战可能会影响未来的成长。总体而言，市场格局仍然充满活力，使得品牌能够改善其行销方法并有效地与受众互动。

目录

介绍

• 调查目的
• 研究范围
• 定义

调查方法

• 资讯采购
• 次要和主要资料方法
• 市场规模预测
• 市场假设与限制

执行摘要

• 全球市场展望
• 供需趋势分析
• 细分机会分析

市场动态及展望

• 市场概况
• 市场规模
• 市场动态
  • 驱动因素和机会
  • 限制与挑战
• 波特的分析

主要市场考察

• 关键成功因素
• 竞争程度
• 主要投资机会
• 市场生态系统
• 市场吸引力指数（2024 年）
• PESTEL 分析
• 宏观经济指标
• 价值链分析
• 定价分析
• 案例研究
• 技术进步
• 监管格局
• 专利分析

按服务类型分類的广告技术市场规模

• 市场概况
• 解决方案
• 服务

按广告类型分類的广告技术市场规模

• 市场概况
• 程式化
• 非程式化

按广告管道分類的广告技术市场规模

• 市场概况
• 搜寻
• 展示
• 社群媒体
• 影片
• 智慧型手机
• 电子邮件

按广告形式分類的广告技术市场规模

• 市场概况
• 横幅广告
• 原生广告
• 影片广告
• 富媒体广告

按平台分類的广告技术市场规模

• 市场概况
• 网路
• 智慧型手机

广告科技市场规模：依公司规模

• 市场概况
• 大型企业
• 中小型企业

按行业分類的广告技术市场规模

• 市场概况
• 媒体和娱乐
• BFSI（银行金融服务保险）
• 教育
• 零售和消费品
• 资讯科技和通讯
• 卫生保健
• 饮食

广告科技市场规模

• 北美洲
  • 美国
  • 加拿大
• 欧洲
  • 德国
  • 西班牙
  • 法国
  • 英国
  • 义大利
  • 其他欧洲国家地区
• 亚太地区
  • 中国
  • 印度
  • 日本
  • 韩国
  • 其他亚太地区
• 拉丁美洲
  • 巴西
  • 其他拉丁美洲国家
• 中东和非洲
  • 海湾合作委员会国家
  • 南非
  • 其他中东和非洲地区

竞争资讯

• 前 5 家公司对比
• 主要企业市场定位（2024年）
• 主要市场参与者所采用的策略
• 近期市场趋势
• 公司市场占有率分析（2024 年）
• 主要企业简介
  • 公司详细信息
  • 产品系列分析
  • 公司分部份额分析
  • 收益与前一年同期比较对比（2022-2024 年）

主要企业简介

• 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）

结论和建议

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