广告技术市场增长、规模、份额、趋势、关键参与者分析及 2031 年预测

  • Report Code : TIPRE00040988
  • Category : Technology, Media and Telecommunications
  • No. of Pages : 150
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2024 年全球广告技术市场规模价值 8286 亿美元,预计到 2031 年将达到 18639.1 亿美元。预计2025 年至 2031 年广告技术市场的复合年增长率为 14.5%。广告技术解决方案中人工智能的整合可能仍是市场的一个主要趋势。

 

广告技术市场分析

 

推动广告技术 ( AdTech ) 市场发展的几个关键业务驱动因素是。首当其冲的是数据驱动营销的兴起,因为公司利用大数据和人工智能来提供个性化、可衡量的广告体验。数字媒体消费的激增,特别是通过移动和联网设备的消费,扩大了广告商的库存和定位能力,刺激了对实时竞价 ( RTB )、程序化广告和跨平台解决方案的需求。此外,向基于效果的广告模式的转变——例如每次点击费用 ( CPC ) 和每次获取费用 (CPA)——迫使企业采用广告技术平台来增强投资回报率 (ROI)跟踪。全渠道营销和客户旅程分析方面不断增长的投资进一步鼓励了集成广告技术堆栈的采用,这些堆栈可以整合来自多个接触点的数据。电子商务和直接面向消费者 ( DTC ) 品牌的扩张也起到了一定作用,因为这些参与者严重依赖精准定位和受众细分来有效竞争。此外,监管压力(例如GDPRCCPA )正在推动隐私优先的广告技术解决方案的发展,以建立信任并确保合规性。

 

广告技术市场概览

 

广告技术是指企业用来规划、执行、管理和分析跨渠道广告活动的数字工具、平台和软件。它涵盖需求方平台 ( DSP )、数据管理平台 ( DMP )、供应方平台 ( SSP )、广告交易平台和程序化广告解决方案等技术。这些工具使公司能够向目标受众大规模投放个性化、数据驱动的广告,从而提高广告活动效率和投资回报率 ( ROI )。在当今竞争激烈的数字环境中,广告技术在帮助营销人员在正确的时间向正确的消费者传达正确的信息方面发挥着关键作用。它利用数据分析、机器学习和自动化来优化广告支出、提高定位准确性并实时衡量效果。企业使用广告技术来管理网站、移动应用、社交媒体、联网电视 ( CTV ) 等平台上的广告。随着消费者期望的不断提高和媒体消费的碎片化,广告技术允许统一的全渠道营销方法。它还通过同意管理和上下文定位支持遵守GDPRCCPA等隐私法规。最终,AdTech将广告从手动、基于猜测的活动转变为以数据为中心的策略,通过更高的个性化、规模和运营效率来推动可衡量的业务成果。

 

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广告技术市场:战略洞察

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广告技术市场驱动因素和机遇

 

 

数字媒体消费增长利好市场

 

数字媒体消费的激增是广告技术市场增长的关键驱动力,从根本上重塑了品牌与消费者的互动方式。随着智能手机、高速互联网和联网设备的全球普及,消费者在数字平台上花费的时间显著增加,从社交媒体、流媒体服务到新闻网站和移动应用程序,不一而足。这种行为转变催生了一个庞大且始终在线的数字生态系统,为广告主提供了持续不断的触点,以便与目标受众建立联系。对于企业而言,这意味着跨多个渠道的数字广告库存将大幅增加,包括展示广告、视频广告、应用内广告和联网电视 (CTV)。随着印刷和广播等传统媒体渠道的衰落,数字平台提供了可衡量、可扩展且高度互动的广告环境。能够实时触达消费者(通常基于情境或行为数据),从而提升了参与度和转化潜力。

 

个性化广告需求不断增长

 

随着企业寻求提升相关性、参与度和广告支出回报率 (ROAS),个性化广告需求的不断增长是推动广告技术投资的主要力量。在日益饱和的数字环境中,通用广告已无法引起消费者的共鸣。相反,品牌正在转向数据驱动的个性化策略,以提供符合个人用户偏好、行为、人口统计和购买意向的定制信息。广告技术平台通过利用第一方和第三方数据、人工智能和实时分析来实现这种精准度。借助数据管理平台 (DMP) 和客户数据平台 (CDP) 等工具,广告商可以构建详细的用户资料,并以精细的精度细分受众。这使得企业能够跨渠道投放高度精准的内容,无论是社交媒体上的产品推荐,还是流媒体平台上的个性化视频广告。


广告技术市场报告细分分析

 

有助于得出广告技术市场分析的关键部分是解决方案、广告类型、企业规模和垂直。

  • 根据解决方案,市场细分为需求方平台 (DSP)、供应方平台 (SSP)、广告网络、数据管理平台 (DMP) 和其他。
  • 根据广告类型,市场细分为程序化广告、搜索广告、展示广告、移动广告、电子邮件广告、原生广告和其他广告。
  • 根据企业规模,市场分为中小企业和大型企业。
  • 根据垂直行业,市场细分为 BFSI、媒体和娱乐、教育、零售和消费品、IT 和电信、医疗保健和其他。

 

按地区划分的广告技术市场份额分析

 

广告技术市场报告的地理范围主要分为五个地区:北美、欧洲、亚太、中东和非洲、南美和中美。

2024年,北美占据市场主导地位。北美的广告科技市场正经历强劲增长,这得益于技术进步、成熟的数字基础设施以及不断变化的消费者行为。其中一个主要驱动因素是该地区互联网和智能手机的高普及率,这造就了一支精通数字技术的受众群体,他们在社交媒体、流媒体服务、网站和移动应用等各种平台上消费内容。这种全渠道环境使广告主能够通过多个接触点与用户互动,从而增加了对程序化和跨平台广告科技解决方案的需求。此外,北美拥有许多全球领先的广告科技公司,包括谷歌、Meta、亚马逊和The Trade Desk,从而营造出高度创新和竞争的格局。这些公司不断突破数据驱动广告、机器学习和实时竞价 (RTB) 的界限,推动行业广泛采用。企业也受到对高级定位和可衡量投资回报率 (ROI) 的需求的驱动,这使得数据管理平台 (DMP)、需求方平台 (DSP) 和客户数据平台 (CDP) 等工具至关重要。此外,为了响应《加州消费者隐私法案》(CCPA)等法规,广告业转向隐私优先,导致对基于同意和情境广告技术的投资增加。

 

 

广告技术市场区域洞察

Insight Partners 的分析师已详尽阐述了预测期内影响广告技术市场的区域趋势和因素。本节还讨论了北美、欧洲、亚太地区、中东和非洲以及南美和中美洲的广告技术市场细分和地域分布。

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广告技术市场报告范围

报告属性细节
2024年的市场规模8286亿美元
2031年的市场规模18639.1亿美元
全球复合年增长率(2025-2031)14.5%
史料2021-2023
预测期2025-2031
涵盖的领域按解决方案
  • 需求方平台
  • 供应方平台
  • 广告网络
  • 数据管理平台
  • 其他的
按广告类型
  • 程序化
  • 搜索
  • 展示
  • 移动的
  • 电子邮件
  • 本国的
  • 其他的
按企业规模
  • 中小企业
  • 大型企业
按垂直
  • 金融服务业
  • 媒体和娱乐
  • 教育
  • 零售和消费品
  • 信息技术和电信
  • 卫生保健
  • 其他的
覆盖地区和国家北美
  • 我们
  • 加拿大
  • 墨西哥
欧洲
  • 英国
  • 德国
  • 法国
  • 俄罗斯
  • 意大利
  • 欧洲其他地区
亚太
  • 中国
  • 印度
  • 日本
  • 澳大利亚
  • 亚太其他地区
南美洲和中美洲
  • 巴西
  • 阿根廷
  • 南美洲和中美洲其他地区
中东和非洲
  • 南非
  • 沙特阿拉伯
  • 阿联酋
  • 中东和非洲其他地区
市场领导者和主要公司简介
  • 谷歌(Alphabet Inc.)
  • Meta Platforms 公司
  • 亚马逊广告
  • Adobe 广告云
  • 交易台
  • 克里特奥
  • PubMatic
  • Mediaocean
  • 平等
  • 广告形式

 

广告技术市场参与者密度:了解其对业务动态的影响

广告技术市场正在快速增长,这得益于终端用户需求的不断增长,而这些需求的驱动因素包括消费者偏好的不断变化、技术进步以及对产品优势的认知度不断提高。随着需求的增长,企业正在扩展其产品线,不断创新以满足消费者需求,并利用新兴趋势,从而进一步推动市场增长。

市场参与者密度是指特定市场或行业内企业或公司的分布情况。它表明特定市场空间内竞争对手(市场参与者)的数量相对于其规模或总市值而言。

在广告技术市场运营的主要公司有:

  1. 谷歌(Alphabet Inc.)
  2. Meta Platforms 公司
  3. 亚马逊广告
  4. Adobe 广告云
  5. 交易台
  6. 克里特奥

免责声明以上列出的公司没有按照任何特定顺序排列。


Adtech Market

 

  • 获取广告技术市场顶级关键参与者概览

 

 

广告技术市场新闻和最新发展

 

广告技术市场评估是通过收集一手和二手研究的定性和定量数据进行的,这些数据包括重要的公司出版物、协会数据和数据库。以下列出了广告技术市场的一些发展情况:

  • 领先的咨询和软件开发公司 Spyrosoft Group 宣布成立 Spyrosoft Ad tech,这是一家专注于构建定制广告和营销软件的新实体。Spyrosoft Ad tech 提供的软件开发服务将助力广告技术和营销技术供应商、代理商、出版商、媒体和娱乐公司、零售商和电信运营商构建创新且高性能的技术平台,以支持和发展其广告和营销业务。(来源:Spyrosoft Group,新闻稿,2025 年 5 月)
  • 全渠道广告的基础合作伙伴 Mediaocean 宣布,在与 Flashtalking 合并后,Innovid 将成为其全球广告技术业务的正式名称。此外,该公司还为 Innovid 启用了全新的品牌标识,以彰显其“独立、智能和创新”的核心理念。这一里程碑巩固了 Innovid 作为业内最强大的人工智能驱动型全渠道广告平台的地位,为创意、投放、衡量和优化提供无缝衔接的解决方案。(来源:Mediaocean,新闻稿,2025 年 3 月)

 

广告技术市场报告覆盖范围和交付成果

 

《广告技术市场规模和预测(2021-2031)》报告对以下领域进行了详细的市场分析:

  • 范围内涵盖的所有主要细分市场的全球、区域和国家层面的广告技术市场规模和预测
  • 广告技术市场趋势以及市场动态,例如驱动因素、限制因素和关键机遇
  • 详细的 PEST/波特五力分析和 SWOT 分析
  • 广告技术市场分析涵盖主要市场趋势、全球和、主要参与者、法规和最新市场发展
  • 行业格局和竞争分析,涵盖市场集中度、热图分析、知名参与者以及广告技术市场的最新发展
  • 详细的公司简介
  • 历史分析(2 年)、基准年、预测(7 年)及复合年增长率
  • PEST 和 SWOT 分析
  • 市场规模价值/数量 - 全球、区域、国家
  • 行业和竞争格局
  • Excel 数据集
adtech-market-report-deliverables-img1
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Report Coverage
Report Coverage

Revenue forecast, Company Analysis, Industry landscape, Growth factors, and Trends

Segment Covered
Segment Covered

This text is related
to segments covered.

Regional Scope
Regional Scope

North America, Europe, Asia Pacific, Middle East & Africa, South & Central America

Country Scope
Country Scope

This text is related
to country scope.

常见问题


Which region dominated the Adtech market in 2024?

North America dominated the Adtech market in 2024.

What is the expected CAGR of the Adtech market?

The market is expected to grow at a CAGR of 14.5% over the forecast period.

What are the future trends of the Adtech market?

The integration of AI within adtech solutions is likely to remain a key trend in the market.

What are the driving factors impacting the Adtech market?

The growth in digital media consumption and the growing demand for personalized advertising are the major factors driving the market.

Which are the leading players operating in the Adtech market?

Google, Meta (formerly Facebook), Amazon, Adobe, and The Trade Desk Inc. are among the leading players in the Adtech market.

What would be the estimated value of the Adtech market by 2031?

The estimated value of the Adtech market is expected to reach US$ 1863.91 billion by 2031.

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  • Google (Alphabet Inc.)
  • Meta Platforms Inc.
  • Amazon Advertising
  • Adobe Advertising Cloud
  • The Trade Desk
  • Criteo
  • PubMatic
  • Mediaocean
  • Equativ
  • Adform 
adtech-market-cagr

The Insight Partners performs research in 4 major stages: Data Collection & Secondary Research, Primary Research, Data Analysis and Data Triangulation & Final Review.

  1. Data Collection and Secondary Research:

As a market research and consulting firm operating from a decade, we have published and advised several client across the globe. First step for any study will start with an assessment of currently available data and insights from existing reports. Further, historical and current market information is collected from Investor Presentations, Annual Reports, SEC Filings, etc., and other information related to company’s performance and market positioning are gathered from Paid Databases (Factiva, Hoovers, and Reuters) and various other publications available in public domain.

Several associations trade associates, technical forums, institutes, societies and organization are accessed to gain technical as well as market related insights through their publications such as research papers, blogs and press releases related to the studies are referred to get cues about the market. Further, white papers, journals, magazines, and other news articles published in last 3 years are scrutinized and analyzed to understand the current market trends.

  1. Primary Research:

The primarily interview analysis comprise of data obtained from industry participants interview and answers to survey questions gathered by in-house primary team.

For primary research, interviews are conducted with industry experts/CEOs/Marketing Managers/VPs/Subject Matter Experts from both demand and supply side to get a 360-degree view of the market. The primary team conducts several interviews based on the complexity of the markets to understand the various market trends and dynamics which makes research more credible and precise.

A typical research interview fulfils the following functions:

  • Provides first-hand information on the market size, market trends, growth trends, competitive landscape, and outlook
  • Validates and strengthens in-house secondary research findings
  • Develops the analysis team’s expertise and market understanding

Primary research involves email interactions and telephone interviews for each market, category, segment, and sub-segment across geographies. The participants who typically take part in such a process include, but are not limited to:

  • Industry participants: VPs, business development managers, market intelligence managers and national sales managers
  • Outside experts: Valuation experts, research analysts and key opinion leaders specializing in the electronics and semiconductor industry.

Below is the breakup of our primary respondents by company, designation, and region:

Research Methodology

Once we receive the confirmation from primary research sources or primary respondents, we finalize the base year market estimation and forecast the data as per the macroeconomic and microeconomic factors assessed during data collection.

  1. Data Analysis:

Once data is validated through both secondary as well as primary respondents, we finalize the market estimations by hypothesis formulation and factor analysis at regional and country level.

  • Macro-Economic Factor Analysis:

We analyse macroeconomic indicators such the gross domestic product (GDP), increase in the demand for goods and services across industries, technological advancement, regional economic growth, governmental policies, the influence of COVID-19, PEST analysis, and other aspects. This analysis aids in setting benchmarks for various nations/regions and approximating market splits. Additionally, the general trend of the aforementioned components aid in determining the market's development possibilities.

  • Country Level Data:

Various factors that are especially aligned to the country are taken into account to determine the market size for a certain area and country, including the presence of vendors, such as headquarters and offices, the country's GDP, demand patterns, and industry growth. To comprehend the market dynamics for the nation, a number of growth variables, inhibitors, application areas, and current market trends are researched. The aforementioned elements aid in determining the country's overall market's growth potential.

  • Company Profile:

The “Table of Contents” is formulated by listing and analyzing more than 25 - 30 companies operating in the market ecosystem across geographies. However, we profile only 10 companies as a standard practice in our syndicate reports. These 10 companies comprise leading, emerging, and regional players. Nonetheless, our analysis is not restricted to the 10 listed companies, we also analyze other companies present in the market to develop a holistic view and understand the prevailing trends. The “Company Profiles” section in the report covers key facts, business description, products & services, financial information, SWOT analysis, and key developments. The financial information presented is extracted from the annual reports and official documents of the publicly listed companies. Upon collecting the information for the sections of respective companies, we verify them via various primary sources and then compile the data in respective company profiles. The company level information helps us in deriving the base number as well as in forecasting the market size.

  • Developing Base Number:

Aggregation of sales statistics (2020-2022) and macro-economic factor, and other secondary and primary research insights are utilized to arrive at base number and related market shares for 2022. The data gaps are identified in this step and relevant market data is analyzed, collected from paid primary interviews or databases. On finalizing the base year market size, forecasts are developed on the basis of macro-economic, industry and market growth factors and company level analysis.

  1. Data Triangulation and Final Review:

The market findings and base year market size calculations are validated from supply as well as demand side. Demand side validations are based on macro-economic factor analysis and benchmarks for respective regions and countries. In case of supply side validations, revenues of major companies are estimated (in case not available) based on industry benchmark, approximate number of employees, product portfolio, and primary interviews revenues are gathered. Further revenue from target product/service segment is assessed to avoid overshooting of market statistics. In case of heavy deviations between supply and demand side values, all thes steps are repeated to achieve synchronization.

We follow an iterative model, wherein we share our research findings with Subject Matter Experts (SME’s) and Key Opinion Leaders (KOLs) until consensus view of the market is not formulated – this model negates any drastic deviation in the opinions of experts. Only validated and universally acceptable research findings are quoted in our reports.

We have important check points that we use to validate our research findings – which we call – data triangulation, where we validate the information, we generate from secondary sources with primary interviews and then we re-validate with our internal data bases and Subject matter experts. This comprehensive model enables us to deliver high quality, reliable data in shortest possible time.