Adtech – Thematic Intelligence

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Published: August 01, 2024 Report Code: GDTMT-TR-S535-TH

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Adtech Thematic Report Overview

Advertising technology (adtech) refers to software and services used by advertisers to deliver and target digital advertisements. Adtech’s emergence over the past 25 years has been driven by the rise in internet users, the emergence of mobile, social media, e-commerce, and streaming platforms, and the growing sophistication of analytics tools.

The adtech thematic report identifies the key trends that will impact the growth of the adtech theme over the next 12 to 24 months. It provides an overview of the current landscape, and a comprehensive industry analysis, including market size and growth forecast up to 2030. Furthermore, the report covers value chain insights, key players, and sector scorecard analysis.

Key Trends ·        Technology Trends

·        Macroeconomic Trends

·        Regulatory Trends
Key Value Chain Components ·        Demand-Side

·        Intermediaries

·        Supply-Side
Leading Companies ·        Alibaba

·        Alphabet

·        Amazon

·        Meta
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Key Adtech Trends

The key trends that will influence the adtech theme in the next 12 to 24 months are technology trends, regulatory trends, and macroeconomic trends.

Technology Trends: The growing reliance on third-party cookies to identify and profile users, the need for first-party data, and the rising use of AI to write ad copy, run online campaigns, and create concepts are a few adtech technology trends that will gain traction in the coming years.

Regulatory Trends: Rising concerns over data privacy and regulations to address misinformation are a few of the regulatory trends that will shape the adtech theme in the coming years.

Macroeconomic Trends: The evolution of walled gardens, supply chain optimization, and commitment to environmental, social, and governance (ESG) factors will impact the adtech theme in the forecast years.

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Adtech Value Chain Outlook

GlobalData’s adtech value chain components comprise three distinct segments: demand-side, intermediaries, and supply-side.

Demand Side: The demand side includes brands that create ads, agency trading desks (that execute ad buying on behalf of brands), and demand-side platforms (which represent brands and agency trading desks on ad exchanges to purchase inventory). Brands from all industries advertise their products and services to create user awareness. The rise of online ads has enabled them to reach customers in a faster, more personalized, and measurable manner compared to traditional ads. This has required them to work with adtech vendors and use the latter’s data-driven solutions to identify cost-effective ways of reaching the target audience.

Adtech Value Chain Analysis

Adtech Value Chain Analysis

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Adtech – Competitive Landscape

The leading companies making a mark in the adtech theme are:

  • Alibaba
  • Alphabet
  • Amazon
  • Meta

Leading Companies Associated With the Adtech Theme
Leading Companies Associated With the Adtech Theme
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Sector Scorecard Analysis

Adtech is a theme that impacts many sectors. The report covers extensive insights into the sector scorecard to predict tomorrow’s leading companies within each sector. Each scorecard comprises a thematic screen, a valuation screen, and a risk screen.

Advertising Sector Thematic Screen Analysis
Advertising Sector Thematic Screen Analysis
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Scope

  • This report provides an overview of the adtech theme.

  • It identifies the key trends impacting the growth of the theme over the next 12 to 24 months, split into three categories: technology trends, macroeconomic trends, and regulatory trends.

  • It includes a comprehensive industry analysis, including forecasts for the global internet advertising market to 2030.

  • It contains details of M&A deals driven by the adtech theme, and a timeline highlighting milestones in the development of adtech.

  • The detailed value chain comprises three distinct segments: demand-side, intermediaries, and supply-side.

Key Highlights

  • Data privacy legislation such as the EU’s General Data Protection Regulation (GDPR), Google’s plan to launch new privacy tools, and Meta’s frequent launches of privacy features on its devices are compelling the industry to rethink its strategies. Using technologies like adtech, adtech vendors must adopt targeting practices based on the ad’s context instead of relying on users’ data. They must also adopt privacy-first approaches to ensure user data is not shared among advertisers.

  • The need for transparency across the supply chain and reduced dependence on intermediaries will grow as data privacy concerns mount. Consequently, data management platforms and ad networks will lose their relevance.

  • The tech giants (e.g., Google, Meta, Amazon, and Alibaba) dominate the adtech industry with massive user bases, hyperscale cloud platforms, and sophisticated adtech walled gardens. Over the next three years, several pure-play vendors will become acquisition targets for Big Tech.

Reasons to Buy

  • Adtech plays a vital role in a brand’s visibility among existing and potential consumers. 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.

  • The rapid rise in the number of internet users, the increasing digitalization of businesses, and the growing sophistication of analytics tools are key factors driving the growth of the adtech industry.

  • This report provides an invaluable guide to this important theme, including details of the leading players and up-to-date market forecasts.

ABS-CBN
Acquia
ActionIQ
Adform
Adobe
Adsterra
Alibaba
Alphabet (Google)
Amazon
Ambire AdEx
AppBrain
Appier
Apple
AppLovin
Appnext
Arkose Labs
AT&T
Axel Springer
Baidu
Basis Technologies
Beachfront
Bertelsmann
Bloomberg
BlueConic
Blueshift
Brandtech Group
ByteDance
CHEQ
China Daily
China Trading Desk
Choozle
Cloudera
Comcast
Comscore
Confiant
Convertlab
Cox Enterprises
Cramer-Krasselt
Criteo
Datastreams
Dentsu
Digital Turbine
Disney
DMGT
DoubleVerify
E. W. Scripps
Emersys
FirstHive
Fox Corporation
Gannett
Grupo Televisa
Hearst
Huawei
HubSpot
Imperva
Index Exchange
Infillion (MediaMath)
Informa
InMobi
Integral Ad Science
Interceptd
IPG
ITV
Jiangsu Phoenix
Klaviyo
Kochava
LG Uplus
LiveRamp
Lotame
Lytics
Magnite
Meredith
Meta
Microsoft
Mintegral
Monumetric
Neustar
News Corp
Nexstar
Nexxen (Amobee)
NHK General
Nielsen
Nine Network
Omnicom
OpenX
Oracle
Paramount Global
Perion (Hivestack)
Permutive
Pixalate
ProSiebenSat.1
Publicis
PubMatic
S4 Capital
Salesforce
Samsung Electronics
SAP
Scott Trust
SemRush
SensorTower
Sharethrough
Simon Data
Sinclair
Smaato
SmartyAds
Snap
Snowflake
Sun TV
Synovite
Tealium
Tegna
Telefónica (Axonix)
Tencent
The New York Times
The Trade Desk
The Washington Post
Thomson Reuters
Thrive Plus
Treasure Data
Twilio
Unity Technologies
Upland
Verizon
Viant (Adelphic)
Vivendi (Havas)
Vungle
Warner Bros. Discovery
WebEngage
Wieden+Kennedy
Wiley
Wolters Kluwer
WPP
X (formerly Twitter)
Yahoo
Zee TV
Zeta Global

Table of Contents

  • 1 Executive Summary

  • 2 Players

  • 3 Technology Briefing

  • 4 Trends

    • 4.1 Technology trends

    • 4.2 Macroeconomic trends

    • 4.3 Regulatory trends

  • 5 Industry Analysis

    • 5.1 Market size and growth forecasts

    • 5.2 Timeline

  • 6 Signals

    • 6.1 M&A trends

    • 6.2 Company filing trends

    • 6.3 Hiring trends

  • 7 Value Chain

    • 7.1 Demand side

    • 7.2 Intermediaries

    • 7.3 Supply side

  • 8 Companies

  • 9 Sector Scorecards

    • 9.1 Advertising sector scorecard

  • 10 Glossary

  • 11 Further Reading

  • 12 Our Thematic Research Methodology

  • 13 About GlobalData

  • 14 Contact Us

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