Market Analysis

Market Research Future (MRFR) presumes the global advertising software market size to grow at a significant pace from 2020 to 2027 (forecast period)

Multiple Factors to Bolster Market Growth

Advertising software is a software program or platform that allows the advertising business, which involves media or advertising campaign planning, buying and selling inventory, and ad operations such as trading or physically inserting an ad into media, targeting an ad at a particular geographical location, or targeted audience, automatically modifying an ad for better impact, and tracking or measuring the effectiveness of an ad. Ad servers, ad verification, ad exchanges, attribution, data management platforms (DMPs), demand-side platforms (DSPs), dynamic creative optimization (DCO), search engine marketing (SEM), social advertising, and supply-side platforms are all part of advertising management software (SSPs).

One of the primary forces fuelling the growth of the advertising software market is the shift from traditional TV advertising to digital advertising, particularly connected TV advertising. The advertising software provides video ad development tools as well as ad creation software, which aids in the design of interactive and innovative advertisements. Rising Internet penetration and smartphone adoption are propelling the advertising software market forward. The industry is looking for prospects from the increasing acceptance of cloud-based services and the integration of AI or ML algorithms with advertising software. The advertising software market is likely to have an impact on developing technologies such as AI, MI, and IoT.

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Market Segmentation

The global advertising software industry has been segmented on the basis of solution, deployment, software type, advertising type, advertising platform, and vertical.

By solution, the global advertising software market has been segmented into Ad server, search engine optimization, data management, Ad exchanges and verification, and others.

By deployment, the global advertising software market has been bifurcated into on-cloud and on-premise.

By software type, the global advertising software market has been segmented into programmatic and non-programmatic.

By advertising type, the global advertising software market has been segmented into search advertising, display advertising, video advertising, e-mail advertising, and social media advertising.

By advertising platform, the global advertising software market has been segmented into web-based and mobile-based.

By vertical, the global advertising software market has been categorized into BFSI, transportation and logistics, consumer goods and retail, education, healthcare, manufacturing, media and entertainment, IT and telecommunications, travel and hospitality, and others.

Regional Analysis

North America to Dominate the Global Market

North America currently dominates and holds a sizable market share in the worldwide advertising software market. This is owing to the presence of large market players who are heavily spending in research and development operations to develop advertising software with improved capabilities for improving the operational performance of advertising tasks. The region is also a technology early adopter, with highly qualified competence, and is seeing an increase in the use of advanced technologies such as video on demand and connected TV, among others.

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Key Players

Criteo SA (France), Google (US), AdRoll (US), MediaMath, Inc. (US), Adobe Systems Inc. (US), AppNexus (US), The Trade Desk (US), Comcast Corporation (US), Amazon.com Inc. (US), Oracle Corporation (US), dataxu (US), OpenX Technologies Inc. (US), Adform (Denmark), Facebook, Inc. (US), Neustar (US), The Rubicon Project (US), and Centro (US), Salesforce.com, Inc. (US), PubMatic Inc. (US), and Index Exchange Inc. (US).

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