Research Methodology – AdTech Market
At Straits Research, we adopt a rigorous 360° research approach that integrates both primary and secondary research methodologies. This ensures accuracy, reliability, and actionable insights for stakeholders. Our methodology for the AdTech Market comprises the following key stages:
Market Indicator & Macro-Factor Analysis
Our baseline thesis for the AdTech Market is developed by integrating key market indicators and macroeconomic variables. These include:
Factors considered while calculating market size and share
- The total number of existing and potential customers in the market
- The currency run rate of the AdTech industry
- Quantification of the revenue generated by competitors
- Forecasting market trends based on historical data
- Analyzing the influence of technological advancements on market growth
- Consideration of government policies and regulations affecting the AdTech market
- Understanding of demographic, geographic and economic factors shaping the market
Key Market Indicators
- Trends in digital advertising expenditure
- Emergence and growth of programmatic advertising
- Current and predicted growth rate of the AdTech industry
- Increasing investments in mobile and video advertising
- Technological innovations like AI and Machine Learning in AdTech
- The rate of adoption of AdTech solutions by businesses
- High competitiveness and consolidation in the AdTech market
Growth Trends
- Increasing use of data-driven targeted advertising
- Integration of AI and machine learning for improved ad personalization
- Growth of programmatic advertising and Real-time Bidding (RTB)
- Increasing investments in mobile advertising, driven by high mobile penetration
- Shift from cookie-based tracking to using Customer Data Platforms (CDPs)
- Increasing focus on ad fraud prevention and transparency
- Rise of video and social media advertising
- Growth of omnichannel marketing approach
Secondary Research
Our secondary research forms the foundation of market understanding and scope definition. We collect and analyze information from multiple reliable sources to map the overall ecosystem of the AdTech Market. Key inputs include:
- Annual reports, investor presentations, SEC filings
- Company press releases and product launch announcements
- Public executive interviews and earnings calls
- Strategy briefings and M&A updates
- Country-level industry associations and trade bodies
- Government dossiers, policy frameworks, and official releases
- Whitepapers, working papers, and public R&D initiatives
- Relevant Associations for the AdTech Market
- Broker reports and financial analyst coverage
- Paid databases (Hoovers, Factiva, Refinitiv, Reuters, Statista, etc.)
- Import/export trade data and tariff databases
- Sector-specific journals, magazines, and news portals
- Global macroeconomic indicators and their cascading effect on the industry
- Demand–supply outlook and value chain analysis
- Consumer behaviour, adoption rates, and commercialization trends
Primary Research
To validate and enrich our secondary findings, we conduct extensive primary research with industry stakeholders across the value chain. This ensures we capture both qualitative insights and quantitative validation. Our primary research includes:
- Key Opinion Leader (KOL) Engagements
- Structured interviews with executives, product managers, and domain experts
- Paid and barter-based interviews across manufacturers, distributors, and end-users
- Discussions with stakeholders to validate demand-supply gaps
- Group discussions on emerging technologies, regulatory shifts, and adoption barriers
- Cross-verification of market sizing and forecasts with industry insiders
- Capturing business perspectives on growth opportunities and restraints
Data Triangulation & Forecasting
The final step of our research involves data triangulation ensuring accuracy through cross-verification of:
- Demand-side analysis (consumption patterns, adoption trends, customer spending)
- Supply-side analysis (production, capacity, distribution, and market availability)
- Macroeconomic & microeconomic impact factors
- Time-series analysis
- Regression and correlation studies
- Baseline modeling
- Expert validation at each stage
Outcome
The outcome is a comprehensive and validated market model that captures:
- Market sizing (historical, current, forecast)
- Growth drivers and restraints
- Opportunity mapping and investment hotspots
- Competitive positioning and strategic insights
Available for purchase with detailed segment data, forecasts, and regional insights.
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