Worldwide Advertising Technology Forecast, 2021-2025: Growth for Some Segments, Decline for Others

Worldwide Advertising Technology Forecast, 2021-2025: Growth for Some Segments, Decline for Others

This IDC study explores global trends in advertising technology usage and spending. It covers spending in the United States, Canada, Western Europe (WE), Central and Eastern Europe (CEE), the Middle East and Africa (MEA), Japan, Asia/Pacific (excluding China and Japan) (APECJ), and Latin America (LA). This study analyzes the current state of the major advertising technology segments, including ad exchanges, ad servers, ad verification software, attribution software, data management platforms (DMPs), demand-side platforms (DSPs), dynamic creative optimization (DCO) platforms, search engine marketing (SEM) software, social advertising technology, and supply-side platforms (SSPs)."Even though I expect a slowdown in overall growth of spending on ad technology, there are a number of segments with a lot of potential for growth such as ad verification, attribution, and DSPs," said Karsten Weide, VP for Media and Entertainment at IDC.

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