SPARK Matrix™: AdTech Platform, Q2, 2025

QKS Group's AdTech platform market research includes a comprehensive analysis of the global market in terms of emerging technology trends, market trends, and future market outlook. This research offers strategic insights for technology vendors to better understand the current market landscape, supporting their growth strategies; and for users to assess different vendors’ capabilities, competitive differentiation, and market position.

The research includes a detailed competition analysis and vendor evaluation with the proprietary SPARK Matrix analysis. The SPARK Matrix ranks and positions leading AdTech platform vendors with a global impact. The SPARK Matrix includes analysis of vendors such as Adform, Adobe, Affle, Amazon, Bannerflow, Basis Technologies, Cadent, Criteo, Google, InMobi, Innovid by Mediaocean, Magnite, MediaMath by Infillion, Microsoft, Moloco, Nexxen, Quantcast, Roku, Simpli.fi, Skai, The Trade Desk, Viant Technology.

According to Richa Choubey, Analyst at QKS Group, “The AdTech market is undergoing a fundamental realignment, driven by converging pressures of data privacy, operational complexity, and enterprise-grade performance expectations. As third-party cookies decline, advertisers are shifting toward first-party and consent-based data strategies, supported by AI-driven contextual targeting, clean rooms, and identity resolution frameworks. The future of AdTech lies in unified, modular platforms capable of orchestrating omnichannel campaigns across multiple digital channels while offering real-time optimization, granular analytics, and seamless integration with internal systems. With rising expectations around transparency, fraud prevention, and sustainability, the users are demanding platforms that can deliver not just reach and efficiency, but accountability, flexibility, and future readiness. The next phase of AdTech will belong to those who design for interoperability, automate with intelligence, and adapt with precision.”

 

2025 AdTech Platform SPARK Matrix
Source: QKS Group

 

Table of Contents

• Key Findings

• SPARK Image

• Vendor Profiles

• Market Definition & Capabilities

• Evaluation Criteria

• Research Methodologies

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