Advertising Tech (Adtech) – Thematic Research

Powered by

All the vital news, analysis, and commentary curated by our industry experts.

Adtech Market Overview

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

Overview of the Adtech industry

For more insights on this report, download a free report sample

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.

Search ads

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. 

Banner 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. 

Video ads

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. 

Classified ads

These ads are typically small and location-specific, intended for specific purposes such as selling a property or leasing a vehicle.,,, and Facebook Marketplace are some of the best-known sources of classified ads on the internet. 

Audio ads

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

Adtech industry, by category

For more key category insights, download a free report sample

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

Adtech industry, by major companies

To know more about major companies, download a free report sample

Market report scope

Market size (2021) $438 billion
Growth rate CAGR of >9%
Forecast period 2021-2030
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.

Key Highlights

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.

Alphabet (Google)
Ambire AdEx
Arkose Labs
Axel Springer
Basis Technologies
Brandtech Group
China Daily
China Trading Desk
Cox Enterprises
Digital Turbine
E. W. Scripps
Fox Corporation
Grupo Televisa
Index Exchange
Integral Ad Science
Jiangsu Phoenix
LG Uplus
News Corp
NHK General
Nine Network
S4 Capital
Samsung Electronics
Scott Trust
Singtel (Amobee)
Sun TV
Telefónica (Axonix)
The New York Times
The Trade Desk
The Washington Post
Thomson Reuters
Thrive Plus
Treasure Data
Upland Software
Viant (Adelphic)
Vivendi (Havas)
Wolters Kluwer
Zee TV

Table of Contents

Executive Summary


Technology Briefing

  • What is adtech?
  • Why is adtech important?
  • How does adtech work?
  • Programmatic advertising
  • Ad targeting


  • Technology trends
  • Macroeconomic trends
  • Regulatory trends

Industry Analysis

  • Market size and growth forecasts
  • Competitive analysis
  • Mergers and acquisitions
  • Patent trends
  • Company filing trends
  • Timeline

Value Chain

  • Demand-side
  • Brands
  • Agency trading desks
  • Demand-side platforms
  • Intermediaries
  • Ad networks
  • Data platforms
  • Ad exchanges
  • Ad verification vendors
  • Supply-side
  • Supply-side platforms
  • Publishers


Advertising Sector Scorecard

  • Who’s who
  • Thematic screen
  • Valuation screen
  • Risk screen

Our Thematic Research Methodology

About GlobalData

  • GlobalData is a leading provider of data, analytics, and insights on the world’s largest industries.

Contact Us

  • If you have any more questions regarding our thematic research services, please get in touch.

Frequently asked questions

Advertising Tech (Adtech) – Thematic Research thematic reports
Currency USD

Can be used by individual purchaser only


Can be shared globally by unlimited users within the purchasing corporation e.g. all employees of a single company

Undecided about purchasing this report?

Enquire Before Buying Request a Free Sample

Get in touch to find out about multi-purchase discounts
Tel +44 20 7947 2745

Every customer’s requirement is unique. With over 220,000 construction projects tracked, we can create a tailored dataset for you based on the types of projects you are looking for. Please get in touch with your specific requirements and we can send you a quote.

Sample Report

Advertising Tech (Adtech) – Thematic Research was curated by the best experts in the industry and we are confident about its unique quality. However, we want you to make the most beneficial decision for your business, so we offer free sample pages to help you:

  • Assess the relevance of the report
  • Evaluate the quality of the report
  • Justify the cost

Download your copy of the sample report and make an informed decision about whether the full report will provide you with the insights and information you need.

Below is a sample report to understand what you are buying

See what our customers are saying

“The GlobalData platform is our go-to tool for intelligence services. GlobalData provides an easy way to access comprehensive intelligence data around multiple sectors, which essentially makes it a one-for-all intelligence platform, for tendering and approaching customers.

GlobalData is very customer orientated, with a high degree of personalised services, which benefits everyday use. The highly detailed project intelligence and forecast reports can be utilised across multiple departments and workflow scopes, from operational to strategic level, and often support strategic decisions. GlobalData Analytics and visualisation solutions has contributed positively when preparing management presentations and strategic papers.”

Business Intelligence & Marketing Manager, SAL Heavy Lift

“COVID-19 has caused significant interference to our business and the COVID-19 intelligence from GlobalData has helped us reach better decisions around strategy. These two highlights have helped enormously to understand the projections into the future concerning our business units, we also utilise the project database to source new projects for Liebherr-Werk to use as an additional source to pitch for new business.”

Market Analyst & Management, Liebherr-Werk

Your daily news has saved me a lot of time and keeps me up-to-date with what is happening in the market, I like that you almost always have a link to the source origin. We also use your market data in our Strategic Business Process to support our business decisions. By having everything in one place on the Intelligence Center it has saved me a lot of time versus looking on different sources, the alert function also helps with this.

Head of Key Accounts, Saab AB

Having used several other market research companies, I find that GlobalData manages to provide that ‘difficult-to-get’ market data that others can’t, as well as very diverse and complete consumer surveys.

Marketing Intelligence Manager, Portugal Foods

Our experience with GlobalData has been very good, from the platform itself to the people. I find that the analysts and the account team have a high level of customer focus and responsiveness and therefore I can always rely on. The platform is more holistic than other providers. It is convenient and almost like a one stop shop. The pricing suite is highly competitive and value for our organisation.

I like reports that inform new segments such as the analysis on generation Z, millennials, the impact of COVID 19 to our banking customers and their new channel habits. Secondly the specialist insight on affluent sector significantly increases our understanding about this group of customers. The combination of those give us depth and breadth of the evolving market.

I’m in the business of answering and helping people make decisions so with the intelligence center I can do that, effectively and efficiently. I can share quickly key insights that answer and satisfy our country stakeholders by giving them many quality studies and primary research about competitive landscape beyond the outlook of our bank. It helps me be seen as an advisory partner and that makes a big difference. A big benefit of our subscription is that no one holds the whole data and because it allows so many people, so many different parts of our organisation have access, it enables all teams to have the same level of knowledge and decision support.

Head of Customer Insight and Research, Standard Chartered

“I know that I can always rely on Globaldata’s work when I’m searching for the right consumer and market insights. I use Globaldata insights to understand the changing market & consumer landscape and help create better taste & wellbeing solutions for our customers in food, beverage and healthcare industries.

Globaldata has the right data and the reports are of very high quality compared to your competitors. Globaldata not only has overall market sizes & consumer insights on food & beverages but also provides insights at the ingredient & flavour level. That is key for B2B companies like Givaudan. This way we understand our customers’ business and also gain insight to our unique industry”

Head of Consumer Sensory Insights, Givaudan

GlobalData provides a great range of information and reports on various sectors that is highly relevant, timely, easy to access and utilise.  The reports and data dashboards help engagement with clients; they provide valuable industry and market insights that can enrich client conversations and can help in the shaping of value propositions. Moreover, using GlobalData products has helped increase my knowledge of the finance sector, the players within it, and the general threats and opportunities.

I find the consumer surveys that are carried out to be extremely beneficial and not something I have seen anywhere else. They provided an insightful view of why and which consumers take (or don’t) particular financial products. This can help shape conversations with clients to ensure they make the right strategic decisions for their business.

One of the challenges I have found is that data in the payments space is often piecemeal. With GD all of the data I need is in one place, but it also comes with additional market reports that provide useful extra context and information. Having the ability to set-up alerts on relevant movements in the industry, be it competitors or customers, and have them emailed directly to me, ensures I get early sight of industry activity and don’t have to search for news.

Senior Account Manager, TSYS
Go even deeper with GlobalData Intelligence Center

Every Company Report we produce is powered by the GlobalData Intelligence Center.

Subscribing to our intelligence platform means you can monitor developments at Advertising Tech (Adtech) – Thematic Research in real time.

  • Access a live Advertising Tech (Adtech) – Thematic Research dashboard for 12 months, with up-to-the-minute insights.
  • Fuel your decision making with real-time deal coverage and media activity.
  • Turn insights on financials, deals, products and pipelines into powerful agents of commercial advantage.