This IDC study explores global trends in advertising software 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, the Asia/Pacific region excluding Japan (APEJ), and Latin America (LA). Focusing mostly on the U.S. market, this study analyzes the current state of the major advertising software segments, including ad exchanges, ad servers, ad verification software, attribution software, data management platforms (DMPs), data vendors, demand-side platforms (DSPs), dynamic creative optimization platforms, search engine marketing (SEM) software, social media marketing (SMM) software, and supply-side platforms (SSPs).
"Despite fierce M&A activity at the top, even the top 7 vendors only stand for one-third of total spending on advertising software. In other words, there is still a lot of potential for mergers and acquisitions," said Karsten Weide, IDC's VP for Media and Entertainment.
Follow Karsten Weide on Twitter at @karstenw.
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