Advertising Software Market Research Report - Global Forecast till 2027

Global Advertising Software Market Research Report: By Solution (Ad Server, Search Engine Optimization, Data Management, Ad Exchange and Verification and others), Deployment (On-Cloud and On-Premise), Software Type (Programmatic and Non-Programmatic), by Advertising Type (Search Advertising, Display Advertising, Video Advertising, E-mail Advertising, Social Media Advertising), by Advertising Platform (Web-Based, Mobile-Based), Vertical (BFSI, Transportation and Logistics, Consumer Goods and Retail, Education, Healthcare, Manufacturing, Media and Entertainment, IT and Telecommunications, Travel and Hospitality, Others), By Region (North America, Europe, Asia-Pacific and Rest of the World {Middle East and Africa and South America}) - Forecast till 2027

ID: MRFR/ICT/7165-HCR | February 2021 | Region: Global | 111 pages

Please note that the assessment period of the report has been updated from 2019-2025 to 2020-2027. Cordially fill Sample form for the updated data.

Market Synopsis

Advertising software is a software program or platform that enables the business of advertising which includes, 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 specific geographic location or targeted audience, automatically modifying an ad for better impact, and tracking or measuring and reporting on an advertising campaign. An advertising management software includes ad servers, ad exchanges, ad verification, attribution, data management platforms (DMPs), demand-side platforms (DSPs), dynamic creative optimization (DCO), search engine marketing (SEM), and social advertising and supply-side platforms (SSPs).

Shift from traditional TV advertising to digital advertising, particularly connected TV advertising is one of the major drivers driving the growth of the advertising software market. The advertising software offers video ad making tools and ad creation software, which helps in offering interactive and creative advertisements. Rising Internet penetration and smartphone adoption are further driving the growth of advertising software market. However, data privacy and security concerns are hampering the market growth. The market seeks opportunities from the growing adoption of cloud-based services and the integration of AI or ML algorithms with the advertising software. The advertising software market is expected to have an impact on emerging technologies such as AI, ML, and IoT.

Key Players

The Prominent Players active in the global market of advertising software are Criteo SA (France), Google (US), MediaMath, Inc. (US), Adobe Systems Inc. (US), AppNexus (US), AdRoll (US), The Trade Desk (US), Comcast Corporation (US), Inc. (US), Oracle Corporation (US), dataxu (US), Adform (Denmark), Neustar (US), The Rubicon Project (US), and Centro (US),, Inc. (US), Facebook, Inc. (US), PubMatic Inc. (US), OpenX Technologies Inc. (US), and Index Exchange Inc. (US) are some other players operating in the Global Advertising Software Market


The Global Advertising Software Market has been segmented on the basis of Solution, Deployment, Software Type, Advertising Type, Advertising Platform, Vertical, and Region.

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

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

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

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

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

By vertical, the 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.

By region, the market has been segmented into North America, Europe, Asia-Pacific, and rest of the world. The market in the rest of the world has been further classified into the Middle East and Africa, and South America.

Regional Analysis

Market Research Future (MRFR) study has covered the following countries in the regional analysis of the advertising software market: the US, Canada, and Mexico in North America. Germany, the UK, France, Spain, and Italy in Europe. China, Japan, India, South Korea, and Australia in Asia-Pacific. In the rest of the world, we have considered the Middle East and Africa and South America region. 

North America currently dominates the global advertising software market and has a significant market share. This is due to the presence of major key players in the market, investing heavily in the research and development activities to develop advertising software with advanced capabilities for boosting the operational performance of advertising tasks. The region is also an early adopter of technology, has highly skilled expertise, and witnesses an increasing adoption of advanced technologies such as video on demand and connected TV among others. Europe is also expected to have a considerable share in the market. The increasing number of initiatives taken by the European government to adopt cloud-based services and increase in spending among European countries such as the UK, Germany, France, Italy, and Spain are driving the market growth in the regional market.

Asia-Pacific is projected to be the fastest-growing regional market during the forecast period. Japan and China are among the top spending nations in the Asia-Pacific region which is driving the market growth in the region. Growing demand for digital advertising and connected services is further driving the market growth. The global advertising software market in the rest of the world is also expected to grow at a considerable rate during the forecast period due to the rising demand for offering personalized advertising services to targeted customers.

Intended Audience

  • Investors and consultants

  • Research/Consultancy firms

  • Technology solution providers

  • Government agencies

  • Software developers

  • Advertising agencies

  • Independent Software Vendors (ISVs)

  • Cloud service providers

  • Advertisement platform providers

Frequently Asked Questions (FAQ) :

AppNexus (US), AdRoll (US), Comcast Corporation (US), Inc. (US), The Trade Desk (US), Oracle Corporation (US), Facebook, Inc. (US),, Inc. (US), dataxu (US), Adform (Denmark), Adobe Systems Inc. (US), Neustar (US), The Rubicon Project (US), and Centro (US), PubMatic Inc. (US) are a few of the leaders promoting the development of the market.

The climbing Internet penetration levels and implementation of cloud-based services are expected to maneuver the market development in the coming years.

The North American and APAC regions are playing a strategic role in market development for the period of the forecast.

The IT and telecommunications, media and entertainment, travel, and hospitality verticals are projected to create a constructive growth impetus in the market.