Advertising technology, or AdTech, is set to grow from $438 billion to $1 trillion by 2030, according to figures from analytics company GlobalData.
AdTech is a blanket term covering all software and services used in digital advertising.
“Adtech vendors have been forced to rethink their strategies due to the emergence of legislation such as the General Data Protection Regulation (GDPR),” said Rupantar Guha, principal analyst in thematic team at GlobalData. “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.”
Guha says that 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," he added. "Several pure play vendors will become acquisition targets for Big Tech vendors over the next three years.”
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