The advertising platform for the open Internet, Criteo S.A. (NASDAQ: CRTO), has beaten names like Google, MediaMath, Adobe, AppNexus, AdRoll and The Trade Desk to rank #1 in the 2017 market share for adtech worldwide in a new market share report from IDC. The report, IDC, Worldwide Digital Advertising Software Market Shares, 2017: Despite Intense M&A Activity, Still a Fragmented Market (September 2018) quantifies for the first time the advertising software market at USD 12.7 billion, growing 38% year on year. Criteo is ranked #1 globally with a 7.4% market share.
The IDC report is the first-ever advertising software industry analysis of market fragmentation and growth projections, and states that the overall market for advertising software grew at 38% year on year, from $9.2 billion in 2016 to $12.7 billion in 2017.
IDC forecasts adtech sales to grow to 7.8% by 2022, driven by strong ad spend growth.
Automation is also a factor for positive industry growth, particularly as marketers continue to transition from traditional TV advertising to digital video and connected TV advertising strategies.
Also noteworthy: The digital advertising software segment is very fragmented with the top 15 vendors represent not even 40% of the market despite the ongoing intense merger and acquisition activity.
“Criteo’s aggressive approach to innovation allows us to provide brands and retailers with the data and technology they need,” said Mollie Spilman, Chief Operating Officer, Criteo. “We are focused on our leadership role and (on) guiding our customers through the new era of commerce marketing.”
Criteo’s roadmap and significant investment in technology, including AI innovation, positions the company to shape the future of advertising. Criteo understands that retailers and brands of all sizes need access to data to create value during every touchpoint of the shopper journey. Criteo is committed to ensuring that the digital advertising ecosystem can thrive through better customer insights, the best technology and healthy competition.
“This is mostly due to the strong position they have built in retargeting over the past 13 years, and they have become and end-to-end player by offering other solutions as well for both brands and publishers.”
In case you weren’t aware, here’s more about Criteo (NASDAQ: CRTO). It is the advertising platform for the open Internet, an ecosystem that favors neutrality, transparency and inclusiveness. 2,700 Criteo team members partner with close to 19,000 customers and thousands of publishers around the globe to deliver effective advertising across all channels, by applying advanced machine learning to unparalleled data sets. Criteo empowers companies of all sizes with the technology they need to better know and serve their customers.