Ad Technology (AdTech)

Online Advertising (Global Market)

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2024: The global AdTech market grew to $876.21 billion over the year

In 2024, costs in the global advertising technology market (AdTech) reached $876.21 billion. More than a third of this amount was provided by the North American region. Industry trends are addressed in the Fortune Business Insights survey published in late March 2025.

AdTech is software, tools, and systems for setting up and displaying ads to potential customers. Using advertising technologies, advertisers collect data sets, analyze the target audience, set targeting parameters and evaluate the effectiveness of marketing campaigns. AdTech solutions allow, among other things, to personalize advertising, as well as calculate the optimal time for displaying ads to an interested audience.

The study says the COVID-19 pandemic has had a significant impact on the industry. She has instigated major changes in the advertising industry, many of which are expected to have long-term consequences. Retail and travel sectors have been hit hardest, while the focus on technology, entertainment, gaming, hobbies, sports and beauty has increased. At the same time, spending on Digital Signage increased significantly, since people in self-isolation began to spend more time on the Internet. In general, the pandemic accelerated the transformation of the advertising industry, provoking an increase in demand for AdTech tools.

One of the main drivers of the market is technological advances, including artificial intelligence. Generative AI enables the creation of personalized content on a large scale, giving companies the flexibility to customize ads based on the unique preferences and behaviors of the target audience. In addition, as competition intensifies, companies are looking for new ways to engage customers in the shopping process: virtual and augmented reality technologies are being introduced for this.

The expansion of the AdTech industry is facilitated by the widespread use of digital devices and the Internet. More people are favoring e-commerce and digital sales channels. Against the background of the spread of smartphones and tablets, as well as social networks, Digital Signage is becoming the most important aspect of global marketing strategies of companies in all areas. Analysts call issues related to the confidentiality and protection of personal data a deterrent.

By industry, the market is segmented into media and entertainment, IT and telecommunications, retail and e-commerce, BFSI (banking, financial services and insurance), education, healthcare, travel and hospitality, food, etc. In 2024, the largest contribution was provided by the direction of retail and e-commerce - about 20% in the total volume of the industry. From a geographical point of view, North America leads, which accounted for almost 35% of all costs, or $303.6 billion against $274.99 billion in 2023. However, the highest growth rates are recorded in the Asia-Pacific region. Globally, significant players are named:

• Google;
• AWS;
• Criteo S.A.;
• Alibaba Group Holding;
• Microsoft;
• Adobe;
• Quantcast;
• Zeta Global Holdings;
• Adform.

In 2025, AdTech's global market size is expected to reach $986.87 billion. Fortune Business Insights analysts believe that in the future, the CAGR will be 14.5%. Thus, by 2032, costs may increase to $2.55 trillion.^[1]

2023: The global advertising technology market grew by 5% over the year to reach $367 billion

In 2023, costs in the global advertising technology market (AdTech) reached $366.84 billion. For comparison, a year earlier, expenses in this area were estimated at $349.8 billion. Thus, growth was at the level of 5%, as stated in the Market Research Future review, published in mid-December 2024.

AdTech is a collection of tools and platforms that are used to create, distribute, analyze and manage, as well as optimize advertising campaigns on the Internet. One of the key drivers of the market in question is the widespread use of all kinds of digital devices, including smartphones and tablets. This allows the organization to expand its audience reach, as well as introduce new advertising formats. The wide availability of the Internet, including mobile, also has a positive impact on the industry.

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Technological advances make an important contribution to revenue growth. The integration of artificial intelligence and machine learning improves targeting accuracy, automates optimization processes, and enables real-time changes to ad campaigns. All this increases efficiency and reduces costs. The continued evolution of consumer behavior in the digital space further spurs demand for AdTech platforms that help to adapt faster to changing trends. Qualitatively new opportunities are opening up thanks to augmented (AR) and virtual (VR) reality platforms.

Analysts are also talking about increased demand for personalized advertising. AdTech platforms help you demonstrate the most relevant ads that match the interests of specific user groups. When generating such proposals, data on behavior, preferences and geographical location can be taken into account. The growing popularity of mobile advertising is also expected to continue to drive the market.

The authors of the study identify seven key industry segments: real-time bargaining (RTB - real-time advertising auction), algorithmic advertising procurement, native advertising, video advertising, social media advertising, search engines marketing and audio advertising. In 2023, according to estimates, the first of these areas provided revenue in the amount of $45.6 billion. Algorithmic advertising procurement brought in $120.1 billion, native advertising - $65.2 billion. Video sales are estimated at $70.4 billion. Among the significant players in the global market are named:

• The Trade Desk;
• Meta Platforms (recognized as an extremist organization; activities on the territory of the Russian Federation are prohibited);
• PubMatic;
• OpenX;
• Magnite;
• Yieldmo;
• SmartyAds;
• Amazon;
• Microsoft;
• TripleLift;
• IAS;
• Rubicon Project;
• Google;
• Criteo.

At the same time, analysts highlight a number of restraining factors, including regulatory requirements regarding privacy and cybersecurity. Large data breaches reduce user confidence and damage the reputation of companies. Advertisers and AdTech providers, as noted, need to find a balance between compliance with the rules, ensuring the protection of personal information and maintaining effective advertising strategies for the long-term development of the industry.

Market Research Future analysts believe that in the future, the CAGR in the market under consideration will be 13.4%. Thus, by 2032, the cost of AdTech on a global scale, according to the estimates presented, could reach $1.14 trillion.^[2]

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