Navigating the U.S. Ad-tech & Mar-tech Landscape. A 5-Part Series.
Imagine trying to navigate the New York City subway system blindfolded while juggling flaming torches. That's what it can feel like to enter the US AdTech/MarTech market without proper guidance. The opportunity cost of a DIY approach? Just ask Tesco, the UK retail giant whose failed US market entry cost them nearly $2 billion and five years of wasted effort [1].
Thankfully, Prohaska Consulting is here to be your expert guide through this complex landscape, helping you avoid the costly pitfalls that have tripped up even the biggest players.
The US AdTech and MarTech sectors are experiencing unprecedented growth, presenting both opportunities and challenges for businesses looking to enter this dynamic market. In 2023, the US AdTech market alone was valued at $276.3 billion, with projections indicating a compound annual growth rate (CAGR) of 11.4% from 2024 to 2030 [2]. Meanwhile, the global MarTech market is expected to reach $760.8 billion by 2032, growing at a CAGR of 8.15% [3].
This explosive growth is driven by several key trends reshaping the industry:
- Programmatic Advertising: this automated approach to ad buying and placement continues to grow, offering increased efficiency and targeting capabilities [5].
- Artificial Intelligence (AI) and Machine Learning (ML): both technologies are revolutionising personalisation and campaign optimisation, enabling more targeted and effective advertising [2].
- Privacy Concerns: with increasing regulatory scrutiny, companies must navigate a complex landscape of data protection laws while still delivering personalised experiences.
- Industry Consolidation: the market is witnessing significant mergers and acquisitions as larger players seek to create comprehensive, end-to-end solutions [4].
- Mobile-First Strategies: with mobile dominating digital ad spend, companies must prioritise mobile-optimised campaigns and technologies [5].
Why should you care?
For businesses looking to enter the US AdTech/MarTech market, proper planning and strategy are crucial. The competitive landscape, regulatory environment and rapidly evolving technology stack present unique challenges that require careful navigation.
Over the next five weeks, we'll explore key aspects of launching your AdTech/MarTech business in the US, including:
- Your Right to Play in the US Market.
- Know Your Battlefield (compliance, competitive analysis, positioning).
- Speaking the Same Language (tone, content and culture).
- Gaining Traction in a Crowded Market.
- Talent Acquisition and Retention.
Stay tuned as we dive into each of these critical areas, providing you with the insights and strategies needed to succeed in the US AdTech/MarTech landscape.
[1] Two Teachers. (2023, April 17). Tesco’s US Expansion Failure: What Went Wrong with the Fresh & Easy Stores? Two Teachers. https://www.twoteachers.co.uk/post/tesco-s-us-expansion-failure-what-went-wrong-with-the-fresh-easy-stores
[2] U.S. AdTech Market Size & Share | Industry Report, 2030. (2023). Grandviewresearch.com. https://www.grandviewresearch.com/industry-analysis/us-adtech-market-report
[3] MarTech Market [2032] - Trends, Industry Share Report. (2024). Businessresearchinsights.com. https://www.businessresearchinsights.com/market-reports/martech-market-103604
[4] State of AdTech: Top AdTech Companies | Geomotiv. (2024, October 23). Geomotiv. https://geomotiv.com/blog/adtech-landscape-in-2024-2025-how-is-the-industry-developing/
[5] AdTech Market Size, Share & Trends Analysis Report, 2030. (2023). Grandviewresearch.com. https://www.grandviewresearch.com/industry-analysis/adtech-market-report
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