Another Estimate of the $1.12 Trillion AdTech Market: Competing Forecasts Explained

Share Share Share Share Email Ask five research firms to size the global AdTech market and you will receive five different answers. Not estimates that are roughly comparable, but figures that diverge by a factor of fifteen, ranging from approximately $67 billion to $1.12 trillion, depending on which firm you ask and what they chose to count. This is not a failure of research methodology so much as evidence that “AdTech market” describes different things to different analysts, and that understanding which definition underpins any given number is the prerequisite for using it intelligently. The combined scale of the two…