Exploring the Growth of AdTech Providers in the EU

With the recent boom in AdTech; there is no sign of slowing down.

The past two years have brought some significant changes in digital consumption and the global AdTech industry. As a result, the valuation of major AdTech players in the markets surged appealing and attracting the eye of major equity investors.

2022 brought a significant rebound and created a new phase of growth. The market saw a streak of purchases and more market consolidation. The conglomerates are all ready to buy more technologies to prop up their ecosystems.

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The AdTech market in the EU is poised for continued growth and some of the top industry trends are:

1. Hyper-personalization:

Hyper-personalization is targeting the right user at the right time on the right channel leveraging a personalized message. We are seeing this marketing trend continue, helping advertisers in offering targeted experiences through segmenting and smart audience management.

2. Geo-targeting:

Undeniably, Out of Home Advertising is making a comeback. Wait, we not just talking about static billboards, but these OOH advertisements have become more sophisticated with the boost of AI and ML. Modern advertisers are now using programmatic geolocation signals to blend online and offline usage. They are connecting with audiences in more smartly.

3. Integration of consumer journeys:

Advertisers have to take a look into this where modern marketing is all about integrating consumer journeys throughout all the online and offline touch points. As a result, the ad spend must be more consumer-focused rather than media-focused.

Digital Ad-spend is soon to reach $560 billion by 2023.

Growth doesn’t come without challenges, and the biggest challenge the AdTech industry deals with is end of third-party cookies. Once the cookies wipe out completely, marketers and advertisers must find alternative ways to collect information about their target audiences while remaining transparent with new privacy rules. Surely, there is more to come, and let us keep an eye on how that happens.

Meanwhile, we will walk you through the top-performing AdTech companies from the EU. Let’s check them out:

1. Adverty

Adverty, a Sweden-based AdTech tool, helps connect the virtual realm of brands with customers at the right time and place. The tool offers technologies for revolutionary display advertising and taps into the unlocked world of target audiences. It offers the largest network of seamless in-world advertising for esports, games, and brands.

With Adverty, advertisers can reach out to millions of people across all the screens when the time is right.

2. MTM

The Paris-based advertising firm MTM is bringing life to distinct ideas of modern advertisers. They have their SaaS tool that saves time and improves productivity in an Ad production house. Used by top global brands such as L’Oréal, Isostar, Christophe Robin, Takeda, and more, the AdTech solution agency caters to all the whims and fancies of modern advertisers. Some of the prominent features of the tool are automated audio transcription, annotation and comments, and more.

3. Permutive

As we boast of infusing more privacy and transparency in our marketing eco-system, Permutive is one of the tools to look at. It offers an advertising platform with privacy-safe infrastructure and helps advertisers and publishers to reach full audiences safely, at the right time. The tool is fast, and efficient, and keeps control of the first-party data collected.

The tool helps to control your data, monetize users without selling them, and efficient on-device data processing.

4. Zeotap

Zeotap is a popular customer data platform from Europe, and it is working hard to drive profitable commercial outcomes. Putting customer privacy first, Zeotap helps marketers to accomplish their goals with a unified data strategy. The AdTech tool has bagged ample awards namely the Tech Pioneer of the Year and Best in 1P Data Integration among others. Zoetap trusted by more than the top 100 global brands.

5. Acast

Acast is a Swedish company created and designed for modern creators and advertisers. It is a holy grail for podcasters, and if you want to advertise your brand through podcasting, Acast is your best bet. What’s more, they have an app where you can create Apple Podcasts and series on Spotify for free.

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