AdTech（アドテック）の市場規模、シェア、成長分析：提供別、広告タイプ別、広告チャネル別、広告形式別、プラットフォーム別、企業規模別、業界別、地域別 - 産業予測 2025～2032年

AdTech（アドテック）市場規模は2023年に8,472億8,000万米ドルとなり、2024年の1兆82億6,000万米ドルから2032年には4兆546億1,000万米ドルに成長し、予測期間中（2025年～2032年）のCAGRは19.0％で成長する見通しです。

アドテック市場は、デジタル技術とインターネットの進歩に後押しされ、近年著しい拡大を見せています。スマートフォンやソーシャルメディアの急速な普及により、デジタルマーケティングが世界の広告戦略に組み込まれ、従来の手法から焦点が移っています。この移行により、企業はターゲットを絞ったオンライン広告を通じてより多くのオーディエンスを獲得することができるようになり、アドテックは世界なデジタル経済に欠かせない存在となっています。広告主は、プログラマティック広告、データ分析、人工知能（AI）、さまざまな需要側・供給側のプラットフォームなど、データ主導型のテクノロジーを使って、カスタマイズされたキャンペーンを実施することができます。しかし、規制の変更やプライバシーへの懸念といった課題は、今後の成長に影響を与える可能性があります。全体として、市場情勢は依然としてダイナミックであり、ブランドはマーケティングアプローチを洗練させ、視聴者とのエンゲージメントを効果的に高めることができます。

目次

イントロダクション

• 調査の目的
• 調査範囲
• 定義

調査手法

• 情報調達
• 二次と一次データの方法
• 市場規模予測
• 市場の前提条件と制限

エグゼクティブサマリー

• 世界市場の見通し
• 供給と需要の動向分析
• セグメント別機会分析

市場力学と見通し

• 市場概要
• 市場規模
• 市場力学
  • 促進要因と機会
  • 抑制要因と課題
• ポーターの分析

主な市場の考察

• 重要成功要因
• 競合の程度
• 主な投資機会
• 市場エコシステム
• 市場の魅力指数（2024年）
• PESTEL分析
• マクロ経済指標
• バリューチェーン分析
• 価格分析
• ケーススタディ
• 技術の進歩
• 規制情勢
• 特許分析

アドテック市場規模：提供別

• 市場概要
• ソリューション
• サービス

アドテック市場規模：広告タイプ別

• 市場概要
• プログラマティック
• 非プログラマティック

アドテック市場規模：広告チャンネル別

• 市場概要
• 検索
• ディスプレイ
• ソーシャルメディア
• ビデオ
• 携帯
• メール

アドテック市場規模：広告形式別

• 市場概要
• バナー広告
• ネイティブ広告
• 動画広告
• リッチメディア広告

アドテック市場規模：プラットフォーム別

• 市場概要
• ウェブ
• 携帯

アドテック市場規模：企業規模別

• 市場概要
• 大企業
• 中小企業

アドテック市場規模：業界別

• 市場概要
• メディアとエンターテイメント
• BFSI（銀行金融サービス保険）
• 教育
• 小売・消費財
• ITおよび通信
• ヘルスケア
• 飲食品

アドテック市場規模

• 北米
  • 米国
  • カナダ
• 欧州
  • ドイツ
  • スペイン
  • フランス
  • 英国
  • イタリア
  • その他欧州地域
• アジア太平洋地域
  • 中国
  • インド
  • 日本
  • 韓国
  • その他アジア太平洋地域
• ラテンアメリカ
  • ブラジル
  • その他ラテンアメリカ地域
• 中東・アフリカ
  • GCC諸国
  • 南アフリカ
  • その他中東・アフリカ

競合情報

• 上位5社の比較
• 主要企業の市場ポジショニング（2024年）
• 主な市場企業が採用した戦略
• 最近の市場動向
• 企業の市場シェア分析（2024年）
• 主要企業の企業プロファイル
  • 企業の詳細
  • 製品ポートフォリオ分析
  • 企業のセグメント別シェア分析
  • 収益の前年比比較（2022～2024年）

主要企業プロファイル

• Google（USA）
• Meta（USA）
• Amazon（USA）
• The Trade Desk（USA）
• Adobe（USA）
• Criteo（France）
• PubMatic（USA）
• Magnite（USA）
• Verizon Media（USA）
• MediaMath（USA）
• AppNexus（USA）
• InMobi（India）
• Taboola（Israel）
• Outbrain（USA）
• Adform（Denmark）
• Amobee（USA）
• Centro（USA）
• Celtra（USA）
• Basis Technologies（USA）
• NextRoll（USA）

結論と提言

AdTech Market size was valued at USD 847.28 billion in 2023 and is poised to grow from USD 1008.26 billion in 2024 to USD 4054.61 billion by 2032, growing at a CAGR of 19.0% during the forecast period (2025-2032).

The AdTech market has witnessed remarkable expansion in recent years, fueled by advancements in digital technologies and the Internet. The rapid proliferation of smartphones and social media has integrated digital marketing into global advertising strategies, shifting focus from traditional methods. This transition has allowed businesses to capture a broader audience through targeted online ads, making AdTech an essential part of the global digital economy. Advertisers can execute customized campaigns using data-driven technologies, including programmatic advertising, data analytics, artificial intelligence (AI), and various demand- and supply-side platforms. However, challenges like regulatory changes and privacy concerns could impact future growth. Overall, the AdTech landscape remains dynamic, enabling brands to refine their marketing approaches and enhance audience engagement effectively.

Top-down and bottom-up approaches were used to estimate and validate the size of the Adtech market and to estimate the size of various other dependent submarkets. The research methodology used to estimate the market size includes the following details: The key players in the market were identified through secondary research, and their market shares in the respective regions were determined through primary and secondary research. This entire procedure includes the study of the annual and financial reports of the top market players and extensive interviews for key insights from industry leaders such as CEOs, VPs, directors, and marketing executives. All percentage shares split, and breakdowns were determined using secondary sources and verified through Primary sources. All possible parameters that affect the markets covered in this research study have been accounted for, viewed in extensive detail, verified through primary research, and analyzed to get the final quantitative and qualitative data.

Adtech Market Segments Analysis

Global AdTech Market is segmented by Offering, Advertising Type, Advertising Channel, Advertising Format, Platform, Enterprise Size, Industry Vertical and region. Based on Offering, the market is segmented into Solution and Services. Based on Advertising Type, the market is segmented into Programmatic and Non-Programmatic. Based on Advertising Channel, the market is segmented into Search, Display, Social Media, Video, Mobile and Email. Based on Advertising Format, the market is segmented into Banner Ads, Native Ads, Video Ads and Rich Media Ads. Based on Platform, the market is segmented into Web and Mobile. Based on Enterprise Size, the market is segmented into Large Enterprises and Small & Medium Enterprises (SMEs). Based on Industry Vertical, the market is segmented into Media & Entertainment, BFSI (Banking, Financial Services, and Insurance), Education, Retail & Consumer Goods, IT & Telecom, Healthcare and Food & Beverage. Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa.

Driver of the Adtech Market

The global transition to digital and mobile channels has significantly boosted the demand for AdTech solutions. As consumers increasingly turn to mobile devices and streaming platforms for content consumption, advertisers are reallocating their budgets from traditional media to digital avenues, where they can achieve more precise targeting and effectively track engagement. A substantial portion of digital advertising expenditure now focuses on mobile commercials, driven by smartphone manufacturers and app developers who seek to connect with users directly. This evolution in advertising strategy underscores the growing importance of AdTech in navigating the modern marketplace and connecting brands with their audiences.

Restraints in the Adtech Market

As user privacy concerns escalate globally, various governments are instituting more stringent regulations that impact AdTech operations. Key regulations such as the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the United States, along with other regional data protection laws, compel companies to enhance transparency in their practices. For AdTech firms, adhering to these regulations necessitates substantial investments in privacy safeguards, optimization of data processing protocols, and a fundamental restructuring of their overall business processes. This evolving regulatory landscape presents a significant challenge for the AdTech market as it seeks to balance compliance with innovation.

Market Trends of the Adtech Market

The AdTech market is witnessing a significant shift towards programmatic advertising, characterized by its ability to automate ad buying and refine audience targeting through advanced algorithms. This trend is revolutionizing the advertising landscape by enabling real-time transactions that enhance campaign flexibility, efficiency, and responsiveness to consumer behavior. As businesses increasingly recognize the benefits of precision and scalability in digital marketing, investments in programmatic advertising are projected to surge significantly. This evolution not only streamlines the ad-buying process but also empowers brands to optimize their outreach, ensuring that they deliver relevant messages to the right audiences at the right time.

Table of Contents

Introduction

• Objectives of the Study
• Scope of the Report
• Definitions

Research Methodology

• Information Procurement
• Secondary & Primary Data Methods
• Market Size Estimation
• Market Assumptions & Limitations

Executive Summary

• Global Market Outlook
• Supply & Demand Trend Analysis
• Segmental Opportunity Analysis

Market Dynamics & Outlook

• Market Overview
• Market Size
• Market Dynamics
  • Drivers & Opportunities
  • Restraints & Challenges
• Porters Analysis
  • Competitive rivalry
  • Threat of substitute
  • Bargaining power of buyers
  • Threat of new entrants
  • Bargaining power of suppliers

Key Market Insights

• Key Success Factors
• Degree of Competition
• Top Investment Pockets
• Market Ecosystem
• Market Attractiveness Index, 2024
• PESTEL Analysis
• Macro-Economic Indicators
• Value Chain Analysis
• Pricing Analysis
• Case Studies
• Technology Advancement
• Regulatory Landscape
• Patent Analysis

Global AdTech Market Size by Offering & CAGR (2025-2032)

• Market Overview
• Solution
• Services

Global AdTech Market Size by Advertising Type & CAGR (2025-2032)

• Market Overview
• Programmatic
• Non-Programmatic

Global AdTech Market Size by Advertising Channel & CAGR (2025-2032)

• Market Overview
• Search
• Display
• Social Media
• Video
• Mobile
• Email

Global AdTech Market Size by Advertising Format & CAGR (2025-2032)

• Market Overview
• Banner Ads
• Native Ads
• Video Ads
• Rich Media Ads

Global AdTech Market Size by Platform & CAGR (2025-2032)

• Market Overview
• Web
• Mobile

Global AdTech Market Size by Enterprise Size & CAGR (2025-2032)

• Market Overview
• Large Enterprises
• Small & Medium Enterprises (SMEs)

Global AdTech Market Size by Industry Vertical & CAGR (2025-2032)

• Market Overview
• Media & Entertainment
• BFSI (Banking, Financial Services, and Insurance)
• Education
• Retail & Consumer Goods
• IT & Telecom
• Healthcare
• Food & Beverage

Global AdTech Market Size & CAGR (2025-2032)

• North America (Offering, Advertising Type, Advertising Channel, Advertising Format, Platform, Enterprise Size, Industry Vertical)
  • US
  • Canada
• Europe (Offering, Advertising Type, Advertising Channel, Advertising Format, Platform, Enterprise Size, Industry Vertical)
  • Germany
  • Spain
  • France
  • UK
  • Italy
  • Rest of Europe
• Asia Pacific (Offering, Advertising Type, Advertising Channel, Advertising Format, Platform, Enterprise Size, Industry Vertical)
  • China
  • India
  • Japan
  • South Korea
  • Rest of Asia-Pacific
• Latin America (Offering, Advertising Type, Advertising Channel, Advertising Format, Platform, Enterprise Size, Industry Vertical)
  • Brazil
  • Rest of Latin America
• Middle East & Africa (Offering, Advertising Type, Advertising Channel, Advertising Format, Platform, Enterprise Size, Industry Vertical)
  • GCC Countries
  • South Africa
  • Rest of Middle East & Africa

Competitive Intelligence

• Top 5 Player Comparison
• Market Positioning of Key Players, 2024
• Strategies Adopted by Key Market Players
• Recent Developments in the Market
• Company Market Share Analysis, 2024
• Company Profiles of All Key Players
  • Company Details
  • Product Portfolio Analysis
  • Company's Segmental Share Analysis
  • Revenue Y-O-Y Comparison (2022-2024)

Key Company Profiles

• Google (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Meta (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Amazon (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• The Trade Desk (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Adobe (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Criteo (France)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• PubMatic (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Magnite (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Verizon Media (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• MediaMath (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• AppNexus (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• InMobi (India)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Taboola (Israel)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Outbrain (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Adform (Denmark)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Amobee (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Centro (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Celtra (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Basis Technologies (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• NextRoll (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments

Conclusion & Recommendations