The AdTech industry is in the middle of a growth sprint—and there’s no sign of it slowing down. According to a new report from The Insight Partners, global digital ad spend is projected to surpass $1 trillion by 2030, driven by the rise of programmatic advertising, real-time bidding (RTB), and the explosive growth of connected TV (CTV), over-the-top (OTT) video, and retail media networks (RMNs).
AI and data analytics are steering much of this expansion. As third-party cookies fade and privacy regulations like GDPR and CCPA tighten, marketers are pivoting to first-party data and contextual targeting—fueling demand for smarter, more adaptive AdTech solutions.
CTV and OTT: The New Video Powerhouses
As audiences abandon cable for streaming services like Netflix, Hulu, and YouTube, advertisers are following. CTV and OTT are quickly becoming staples in omnichannel strategies thanks to their precision targeting, personalization, and improved measurement tools. The adoption of smart TVs and streaming devices only accelerates the trend, making programmatic video buying easier and more cost-effective.
Where the Market Leads
The report pegs North America as the current revenue leader, followed by Europe and Asia Pacific. By component, software dominates—particularly in large enterprises deploying cloud-based solutions.
Top-performing ad formats in 2024 include:
- Programmatic advertising and search ads (SEM/PPC)
- Display and video advertising (including CTV)
- Mobile and social media campaigns
In terms of industry verticals, retail and e-commerce lead the way, followed by media & entertainment and BFSI.
Competitive Field
The space remains crowded with giants like Google, Meta, Amazon, Microsoft, Criteo, Adobe, Alibaba, and Verizon, alongside key independent players such as SpotX. The report also highlights rising trends including voice and visual search advertising, and AI-driven personalization.
Recent moves in the sector include:
- Spyrosoft Group launching Spyrosoft Ad Tech to build DSPs, SSPs, CDPs, and AI-driven personalization tools.
- FirstPartyCapital securing a strategic investment from DoubleVerify to back early-stage adtech and martech startups.
- DIGITS partnering with PubMatic to monetize grocery retail media inventory programmatically.
The Takeaway
With AI reshaping targeting, measurement, and creative optimization—and with CTV and retail media opening fresh monetization channels—the AdTech market is entering a phase of scale and sophistication. The companies that can merge automation with privacy-first targeting will be best positioned to claim their slice of the trillion-dollar pie.
