AD Server Market Scope
Ad servers are often called cross-channel ad serving platforms that allow publishers and advertisers to manage and run online advertising campaigns. Most of the publishers are using first-party ad servers as it allows to target help making decisions on which ad codes should serve and which ads should be displayed on the website. In the era of the fastest-growing technology, the internet has become an important part of our lives. More and more companies are focusing on marketing or advertising their products or services online, which plays a significant role in the growth of ad servers.
Attributes | Details |
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Study Period | 2018-2028 |
Base Year | 2022 |
Unit | Value (USD Million) |
Key Companies Profiled | OpenX (United States), Google (United States), Broadstreet Ads, Inc. (United States), Amazon (United States), Epom (Ukraine), AdGlare (Netherlands), OIOPublisher (China), AdButler (Canada), PubMatic (United States), Meta Platforms, Inc. (United States), Zedo (United States), Xandr (United States), AdSpeed (United States) and TubeMogul (Adobe) (United States) |
CAGR | % |
The companies are exploring the market by adopting mergers & acquisitions, expansions, investments, new service launches, and collaborations as their preferred strategies. The players are exploring new geographies through expansions and acquisitions to avail a competitive advantage through combined synergies. Research Analyst at AMA estimates that United States Players will contribute to the maximum growth of Global AD Server market throughout the predicted period.
OpenX (United States), Google (United States), Broadstreet Ads, Inc. (United States), Amazon (United States), Epom (Ukraine), AdGlare (Netherlands), OIOPublisher (China), AdButler (Canada), PubMatic (United States), Meta Platforms, Inc. (United States), Zedo (United States), Xandr (United States), AdSpeed (United States) and TubeMogul (Adobe) (United States) are some of the key players that are part of study coverage.
About Approach
The research aims to propose a patent-based approach in searching for potential technology partners as a supporting tool for enabling open innovation. The study also proposes a systematic searching process of technology partners as a preliminary step to select the emerging and key players that are involved in implementing market estimations. While patent analysis is employed to overcome the aforementioned data- and process-related limitations, as expenses occurred in that technology allows us to estimate the market size by evolving segments as target market from the total available market.
Segmentation Overview
The study have segmented the market of Global AD Server market by Type and Region with country level break-up.
On the basis of geography, the market of AD Server has been segmented into South America (Brazil, Argentina, Rest of South America), Asia Pacific (China, Japan, India, South Korea, Taiwan, Australia, Rest of Asia-Pacific), Europe (Germany, France, Italy, United Kingdom, Netherlands, Rest of Europe), MEA (Middle East, Africa), North America (United States, Canada, Mexico).
region held largest market share in the year 2022.
Market Leaders and their expansionary development strategies
In March 2023, By merging DoubleClick into Google’s nascent publisher ad server, the newly merged company captured a 60 percent share of that product market (measured by revenue). Most importantly, as part of this deal, Google also acquired the ad exchange technology that came with DoubleClick, which would turn into today’s AdX. Because of the acquisition of AdX alongside DoubleClick, DOJ argues, “Google positioned itself to function simultaneously as buyer, seller, and auctioneer” of digital ads.
In March 2023, Publica Becomes One of the First to Join the Amazon Publisher Services Streaming TV Ad Server Certification Program. Publica's upcoming certification will allow publishers to implement a simplified APS header bidding integration, enabling publishers to conduct a unified auction across all advertiser bids. This technology has the power to improve viewer experience by limiting repetitive ads while also increasing publisher yield.
Influencing Trend:
Growing Adoption of Cloud-based Software Solutions Across Various End-User Industries Due to Scalability, Flexibility, and Automatic Update
Market Growth Drivers:
Significant Inclination Towards the Online Marketing of Products or Services to Target Wide Customer Base and Increasing Use of Ad Servers by the Advertisers and Ad Agencies to Manage and Track Advertising Campaigns
Challenges:
Limited Customization in Some Types of Ad Servers and Presence of Multiple Vendors in the Global Market Can Create Challenges for the Market
Restraints:
Low Data Control, Requirement of Technical Knowledge, and High Subscription Prices of Ad Servers
Opportunities:
Demand for First-Party Ad Servers Among Publishers to Manage Ads and Sell Ad Slots
Key Target Audience
New Entrants/Investors, Analysts and Strategic Business Planners, Ad Server Providers, Venture Capitalists and Private Equity Firms and Others