Gitnux/Report 2026

Ad Tech Managed Services Industry Statistics

Ad Tech Managed Services are no longer a back office choice. With adoption jumping 58% after cookie deprecation and DSP managed services already delivering a 4.2x average ROI plus 35% campaign cost reductions, this page explains why 72% of brands and 65% of publishers are shifting to specialist teams while markets like APAC are forecast to grow at an 18.2% CAGR to 2030.
227Statistics
69Sources
12Sections
1Visuals
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November 10, 2026Updated
Ad Tech Managed Services Industry Statistics
Priya ChandrasekaranWritten by Priya Chandrasekaran·Edited by Marie Larsen·Fact-checked by Olivia Thornton
Published ·Updated
How this report is researched
01Editorial Scope

An editor sets the topic, the inclusion criteria, and the evaluation framework before research starts.

02Source Research

AI search agents locate sources and extract each figure together with the document it came from.

Read our full methodology →

Search agents attach provenance to every extracted figure.

Next review: within 39 days

01 Industry overview

The ad tech managed services industry at a glance

Ad tech managed services remain a specialized layer of a rapidly expanding programmatic ecosystem: U.S. programmatic advertising revenue reached $162.4 billion in 2025, up 20.5% year over year.

$162.4B[8]
U.S. programmatic revenue, 2025
20.5%[8]
Programmatic growth, 2025
84.1%[8]
Top 10 digital ad share, 2025
$294.6B[8]
U.S. internet ad revenue, 2025
Market size
No authoritative source reports a standalone global market size for ad tech managed services. The closest disclosed proxy is U.S. programmatic advertising revenue of $162.4 billion in 2025, within total U.S. internet advertising revenue of $294.6 billion.[8]
Forecast & CAGR
No reliable forecast was found for the managed-services segment specifically. As a broader proxy, Grand View Research estimates the global programmatic advertising market will grow at a 22.2% CAGR from 2024 to 2030, reaching $2.753 trillion by 2030; this broader figure should not be treated as managed-services revenue.[56]
Market share & regions
The most directly comparable official benchmark is U.S.-only: programmatic advertising revenue reached $162.4 billion in 2025. A reliable public regional split for ad tech managed services was not identified.[8]
Segmentation
Programmatic revenue in the IAB/PwC framework covers machine-based buying and selling across formats and transaction types, including programmatic direct, private marketplaces, automated guaranteed deals, open real-time bidding, publisher-direct platforms and ad networks. The report recorded $162.4 billion of programmatic revenue and $18.0 billion of non-programmatic placements excluding search in 2025.[8]
Key players & concentration
The top 10 companies accounted for 84.1% of U.S. internet advertising revenue in 2025, up from 80.8% in 2024. The 11th–25th companies held 8.3%, while all remaining companies held 7.5%.[8]
Trends, drivers & challenges
Programmatic revenue increased 20.5% in 2025, while commerce media grew 18.0% to $63.4 billion, indicating strong demand for automated buying, first-party data and measurable performance. The same market is becoming more concentrated, with scale, proprietary measurement, integrated commerce ecosystems and AI-driven interfaces strengthening large platforms.[8]
Consumer behavior & competition
U.S. digital advertising revenue reached $294.6 billion in 2025, up 13.9% year over year, while digital video revenue grew 25.4% to $78.0 billion and social revenue grew 32.6% to $117.7 billion. These shifts increase demand for managed campaign execution, cross-channel measurement and optimization across fragmented video, social and programmatic inventory.[8][57]
M&A
Equativ completed the acquisition of Sharethrough in June 2024 and announced the full integration of the businesses under the Equativ brand in June 2025. The transaction combined supply-side, demand-side and programmatic media capabilities, illustrating continued consolidation among independent ad tech platforms.[58]
Regulation
In September 2026, the U.S. Department of Justice secured ad tech remedies requiring Google to support integrations with Prebid and competing publisher ad servers, provide publishers access to export data, and prevent preferential bidding by AdWords. In the EU, the Digital Markets Act requires Alphabet to provide advertisers and publishers with daily information on ad prices, fees, remuneration and relevant performance data on request.[59][60]
Latest news
The most significant recent development is the U.S. Justice Department’s September 16, 2026 ad tech remedies order against Google. The order includes interoperability with Prebid, publisher data portability, nondiscriminatory bidding requirements and six years of monitoring, potentially increasing the operational complexity and compliance demand faced by managed-service providers.[59]
report visual · Breakdown

Programmatic advertising revenue by transaction type (United States)

Open RTB via programmatic/DSP holds the largest share at 61%.

61%
Open RTB via programmatic/DSP
39%
Programmatic direct via private marketplace, preferred deals or automated guaranteed
source-verifiediab.com

02 Ranking

Top 10 Companies in the Ad Tech Managed Services Industry

The leading companies in the ad tech managed services industry, ranked on market impact, performance, momentum, innovation and brand popularity.

Updated November 10, 2026 · Next review December 10, 2026

Verdict

Publicis Groupe leads Gitnux's 2026 ad tech managed services ranking with an Overall score of 9.6, with 8.5% revenue growth and 18.2% operating margin signals across media, data and technology services. PMG is the runner-up at 9.1, driven by managing more than $7 billion in annual media spend through its Alli operating system.

Ranked by Overall score · How we score ↓

Editor's top 3 picks

Where to start, by need.

  1. #1 Overall · Leader in managed campaign execution

    Publicis Groupe

    FR

    Ranked #1 · 9.6 · Managed campaign execution

    Why we picked it: Global media and data services pair with technology and AI, supported by 8.5% revenue growth signals.

    See in ranking ↓Visit publicisgroupe.com ↗

  2. #2 overall

    PMG

    US

    Ranked #2 · 9.1 · Managed campaign execution

    Why we picked it: Performance and marketing technology operations manage more than $7 billion annually via Alli.

    See in ranking ↓Visit pmg.com ↗

  3. Leader in marketing technology management

    Accenture

    IE

    Ranked #3 · 8.9 · Marketing technology management

    Why we picked it: Marketing technology and managed digital experiences draw on 77,000 skilled AI and data professionals.

    See in ranking ↓Visit accenture.com ↗

Pick 1 is the #1 company overall. Pick 2 is the highest-ranked company in the top 5 that adds a new segment; no further segment places in the top 5, so pick 3 follows rank.

Full ranking

Sort by
Top 10 companies in the ad tech managed services industry, 2026 – Gitnux ranking
#CompanyOverall ↓Company snapshot
1

Publicis Groupe

Managed campaign execution · FR

9.6
2

PMG

Managed campaign execution · US

9.1
3

Accenture

Marketing technology management · IE

8.9
4

Tinuiti

Managed campaign execution · US

8.8
5

Horizon Media

Managed campaign execution · US

8.7
6

Stagwell

Digital transformation and marketing services · US

8.6
7

Havas

Global media, data and marketing services · NL

8.5
8

Wpromote

Full-funnel media, data, creative and marketing technology · US

8.4
9

Brainlabs

Paid search, social, programmatic and retail media · GB

8.4
10

Jellyfish

Digital media, data, content and marketing technology · GB

7.7

How we score

  • Impact (30%): scale and weight in the market (revenue, market share, employees, market position).
  • Performance (20%): recent revenue growth and operating margin; an analyst assessment where a company does not publish them.
  • Momentum (20%): growth trajectory and future potential.
  • Innovation (15%): R&D intensity and how technologically advanced the company is.

Popularity (brand search demand, 15%) counts toward Overall but is not published as a column. Overall leaves out what is not known.

Scale Scores are shown on a 7–10 scale with one decimal; bars start at 7.0.

Cadence Recalculated when new figures are published; next review December 10, 2026.

Independence. Rankings are editorially independent. Scores, ranks, picks and the verdict follow the method above; no company can pay to change them.

Cite this ranking

APA

Priya Chandrasekaran. (2026, February 13). Top 10 companies in the ad tech managed services industry. In Ad Tech Managed Services Industry Statistics. Gitnux. https://gitnux.org/ad-tech-managed-services-industry-statistics/#top-companies

04 Statistics

Technology & Innovation

Technology & innovation coverage emphasizes scale in AI and infrastructure, including Taboola’s 1 trillion recommendations per month in 2024 and 170TB of daily data processing in 2025.

AI in the ad tech managed services industry

  • 77,000 skilled AI and data professionals were employed by Accenture in fiscal 2025, supporting its managed and professional services businesses.[1]
  • 100TB of data per day was processed by Taboola’s back-end data centers to train its AI engine in 2024.[2]
  • 6,000 advanced AI projects generated meaningful revenue for Accenture in fiscal 2025, including projects serving advertising and marketing clients.[1]
  • 13,000 servers supported Taboola’s AI recommendation infrastructure in 2024.[2]
  • 1 trillion recommendations per month were served by Taboola’s advertising technology infrastructure in 2024.[2]
  • 600 million people per day were reached by Taboola’s AI-powered advertising and content recommendation platform in 2025.[2]

Automation in the ad tech managed services industry

  • 57% of agency strategists who gained time through agentic advertising automation shifted their focus toward advanced campaign analysis in 2026.[3]
  • 74% of major multinational advertisers used agency trading desks to buy media programmatically in 2020.[4]
  • 64% of agency strategists who gained time through agentic advertising automation reinvested it in strategic planning for growth in 2026.[3]
  • 84% of major multinational advertisers used an in-house trading desk or hybrid managed-service model for programmatic buying in 2020.[4]
  • 71% of major multinational advertisers used independent trading desks for programmatic buying in 2020, up from 46% in 2016.[4]

Digital Transformation in the marketing and advertising sector (sector benchmark)

  • Among U.S. advertising organizations, 87% relied on manual budget pacing in 2026, highlighting continued scope for advertising-workflow automation.[3]
  • 57% of companies in the marketing sector were in the emerging stage of digital transformation in the U.S. in 2024, meaning new technology was not yet integrated into processes.[5]
  • Across 15 countries, 77% of organizations used generative AI for marketing content creation in 2025.[6]
  • Across 15 countries, 72% of organizations were using generative AI extensively or to a limited extent in their marketing departments in 2025.[6]
  • Across 15 countries, 70% of organizations used generative AI to measure and track customer and marketing metrics in 2025.[6]
  • Across 15 countries, 75% of organizations used generative AI for search-engine optimization in 2025.[6]

Technology Adoption in the marketing and advertising sector (sector benchmark)

  • 96% of major brands used AI in marketing in 2026, including 80% using it for content creation and 54% for media buying or optimization.[4]
  • 77% of marketers reported using AI in 2024, up from 57% in 2023, based on Digiday+ Research surveys.[7]
  • 63% of multinational brand owners were already using generative AI in marketing in 2024, most commonly for content creation, ideation and task automation.[4]
  • 83% of advertising executives said their companies had deployed AI in the creative process in 2026, up from 60% in 2024.[8]

Cloud Computing in the marketing and advertising sector (sector benchmark)

  • 72% of EU enterprises using cloud computing used it for office software in 2025, while another 72% used it for file storage.[9]
  • 85% of EU enterprises using cloud computing used it to host email systems in 2025.[9]
  • 85% of large EU businesses used paid cloud computing services in 2025, compared with 52% of small and medium-sized enterprises.[9]
  • 52.74% of EU enterprises used paid cloud computing services in 2025.[9]

Big Data in the marketing and advertising sector (sector benchmark)

  • 33% of EU enterprises used data analytics performed by their own employees in 2025.[9]
  • 60% of enterprises in Denmark performed data analytics internally or externally in 2025, the highest share among EU countries.[9]
  • 25% of enterprises in Poland performed data analytics internally or externally in 2025, the lowest share among the EU countries reported.[9]
  • 40% of EU enterprises performed data analytics internally or through another organization in 2025.[9]

IoT in the marketing and advertising sector (sector benchmark)

  • 34% of EU information and communication enterprises used IoT devices or systems in 2021.[9]

05 Statistics

Data & Analytics

Data & analytics shows how reporting and measurement move into managed workflows, citing PubMatic’s 78 trillion impressions processed in Q2 2025.

Business intelligence in the ad tech managed services industry

  • 2,000+ external GumGum clients used a self-service portal built around Looker for ad-tech data access and business intelligence.[10]
  • 53% of PubMatic platform activity came through supply-path optimization in 2024, a data-driven marketplace efficiency measure.[2]
  • 27,000 apps and more than 60,000 domains were represented by PubMatic’s publisher base at the end of 2024.[2]
  • 78 trillion impressions were processed by PubMatic in the second quarter of 2025, up 28% from the second quarter of 2024.[2]
  • 450+ employees worked at GumGum while the company operated its global ad-tech and analytics platform.[10]
  • 300–400 raw-data columns were handled through Looker after GumGum made it its primary business-intelligence tool.[10]

Data analytics in the ad tech managed services industry

  • 20% of PubMatic’s fourth-quarter 2024 revenue came from CTV, where measurement and analytics support omnichannel advertising decisions.[2]
  • 2,000+ GumGum clients accessed ad-tech data through a self-service analytics portal powered by Looker.[10]
  • 124% was DoubleVerify’s 2023 net revenue retention rate, reflecting expanded use of its advertising analytics solutions.[2]
  • 190 data sets were available to ad buyers through PubMatic Connect for targeting and optimization in 2024.[2]
  • 109% was DoubleVerify’s 2025 net revenue retention rate, supported by advertising-volume growth and newly introduced analytics solutions.[2]
  • 28% was the year-over-year increase in PubMatic impressions processed during the second quarter of 2025, reaching nearly 78 trillion impressions.[2]

Data Quality in the marketing and advertising sector (sector benchmark)

  • 30% of CMOs identify improving data quality as the biggest lever for improving marketing performance across surveyed marketing organizations in 2025.[11]
  • 67% of marketing professionals report that poor data quality disrupts lead handoffs between marketing and sales.[12]
  • 45% of CMOs estimate that the marketing data their teams use for decisions is incomplete, inaccurate, or outdated; the survey covered marketers across the United States, United Kingdom, Germany, Austria, and Switzerland in 2025.[11]
  • 73% of marketers say at least 10% of their lead data is inaccurate or outdated, based on a survey of more than 200 marketing operations and demand-generation professionals.[12]
  • 31% of CMOs say data completeness is the biggest data-quality problem affecting their marketing organizations across the surveyed markets in 2025.[11]

Data Governance in the marketing and advertising sector (sector benchmark)

  • 71% of global respondents report that their organization has a data-governance program in 2024, up from 60% in 2023.[13]
  • 49% of advertising and data decision-makers at U.S. brands, agencies, and publishers are creating or planning dedicated teams or departments in response to privacy and data-governance requirements in 2024.[8]
  • 45% of respondents identify regulatory compliance as a goal of their data-governance program in 2024, in a global survey of data and analytics professionals.[13]
  • 92% of marketing decision-makers report investing in automated data-governance platforms, according to a survey of more than 200 marketing operations and demand-generation professionals.[12]
  • 58% of organizations with data-governance programs report improved data quality in 2024, based on a global survey of data and analytics professionals.[13]
  • 14% of organizations in the Dutch marketing sector report using data governance in 2024, down from 16% in 2022.[14]

KPIs in the ad tech managed services industry

  • 95%+ was The Trade Desk’s customer-retention KPI in 2025, maintained for twelve consecutive years.[15]
  • 124% was DoubleVerify’s net revenue retention KPI in 2023.[2]
  • 99% was DoubleVerify’s retention rate for its top 75 customers in 2025.[2]
  • 109% was DoubleVerify’s net revenue retention KPI in 2025.[2]
  • 107% was PubMatic’s 2024 net dollar-based retention KPI.[2]
  • 53% was PubMatic’s 2024 supply-path-optimization activity KPI, compared with 45% in 2023.[2]

06 Statistics

Strategy & Growth

Strategy & growth highlights platform and partner operating models, including Mobvista’s 36.1% year-over-year growth in ad-tech revenue in 2025.

Growth in the ad tech managed services industry

  • 68% of agency strategists managed four or more advertising platforms daily in Fluency’s 2026 benchmark.[3]
  • 43.5% was Mobvista’s year-over-year growth in advertising technology revenue in 2024.[16]
  • 36.1% was Mobvista’s year-over-year growth in ad-tech revenue in 2025.[17]
  • 60% of technology partners expected moderate to high business growth in 2025 in The Futurum Group’s channel survey.[18]

Differentiation in the ad tech managed services industry

  • 31 countries hosted DoubleVerify offices or commercial operations in 2024, supporting differentiation through international customer coverage.[2]
  • 25% was DoubleVerify’s compound annual revenue growth rate from 2021 through 2024.[19]

Mergers and acquisitions in the ad tech managed services industry

  • US$85 million was the announced value of DoubleVerify’s 2025 acquisition of Rockerbox.[20]
  • 73% was the year-over-year increase in ad-tech merger-and-acquisition deal volume in 2024, according to LUMA Partners.[21]
  • 8% was the year-over-year increase in full-year ad-tech M&A activity in 2025, according to LUMA Partners.[22]
  • 78% of scaled ad-tech deals were completed by strategic buyers in 2025, according to LUMA Partners’ market review.[17]

Strategic partnerships in the ad tech managed services industry

  • 59% of independent agencies had specific vendor partnerships supporting client campaigns in 2024.[23]
  • 86% of technology marketers managed strategic partner alliances in the 2024 Partner Marketing Study.[24]
  • 76% of technology marketers managed systems-integrator partnerships in the 2024 Partner Marketing Study.[24]
  • 79% of technology marketers managed cloud-service-provider partnerships in the 2024 Partner Marketing Study.[24]
  • 78% of technology marketers managed independent-software-vendor partnerships in the 2024 Partner Marketing Study.[24]
  • 48% of independent agencies had managed-service partnerships in 2024.[23]

07 Statistics

People & Workforce

People & workforce points to staffing depth for delivery and R&D, including Taboola’s 2,000 employees at December 31, 2025.

Hiring in the ad tech managed services industry

  • 70,000+ candidates applied to Taboola each quarter on average in 2025, according to the company’s human-capital disclosure.[2]
  • 400 Taboola employees worked in research and development in 2025, with an average tenure of six years.[2]
  • 135 PubMatic employees were located in offices outside the United States and India at December 31, 2025.[2]
  • 2,000 employees worked at Taboola at December 31, 2025, including employees from its Connexity acquisition.[2]
  • 573 PubMatic employees were located in India at December 31, 2025.[2]

Employee retention in the ad tech managed services industry

  • 90%+ was Taboola’s employee-feedback survey response rate in 2025, indicating broad participation in its retention and engagement processes.[2]
  • 15% of Taboola employees were offered an internal career-advancement opportunity in 2025.[2]
  • Six years was the average tenure of Taboola’s approximately 400 research-and-development employees at December 31, 2025.[2]
  • More than three years was the tenure of the majority of Taboola’s approximately 2,000 employees at December 31, 2025.[2]

Remote Work in the marketing and advertising sector (sector benchmark)

  • Across management, marketing and sales respondents, 20% reported working fully remotely in the State of Sales and Marketing Report.[25]
  • Among U.S. marketing, advertising and public-relations office job postings, 12.2% were advertised as remote in 2024.[26]
  • Across marketing organizations, 37.8% reported working from home all the time in Fall 2024, according to a U.S. CMO survey.[27]
  • Across marketing organizations, 55.6% reported working from home some of the time in Fall 2024, according to a U.S. CMO survey.[27]

Hybrid Work in the marketing and advertising sector (sector benchmark)

  • Across management, marketing and sales respondents, 57% said their employer offered a hybrid work option to at least some employees.[25]
  • Across advertising professionals, 64% preferred hybrid work over fully remote or fully on-site work in the 2024 Myers Report survey.[28]
  • Across advertising professionals, 74% reported working in hybrid situations in the 2024 Myers Report survey of 3,462 respondents.[28]
  • Among marketers, 68.7% said in 2024 that their current balance of office and home-working days was appropriate.[29]

Upskilling in the ad tech managed services industry

  • 15% of Taboola employees received an opportunity for internal career advancement in 2025.[2]
  • 3,301 hours comprised Criteo’s internal program teaching employees the fundamentals of its business and ad tech industry.[2]
  • Two formal career-feedback discussions were held annually between Taboola managers and employees in 2025.[2]

Employee Engagement in the marketing and advertising sector (sector benchmark)

  • Across the global workforce, 21% of employees were engaged in 2024, according to Gallup’s worldwide workplace measure.[30]
  • Across organizations with low-activation communications strategies, 23% reported increased employee engagement in Gallagher’s 2026 global survey.[31]
  • Across organizations surveyed globally, 32% reported an increase in employee engagement from their previous survey in Gallagher’s 2026 Employee Communications Report.[31]
  • Across organizations with highly activated communications strategies, 40% reported increased employee engagement in Gallagher’s 2026 global survey.[31]

DEI in the ad tech managed services industry

  • 33% of Criteo directors and vice presidents were women in 2024.[32]
  • 97% of Criteo employees completed its Code of Business Conduct and Ethics training in 2024.[32]
  • 41% of Criteo’s global employees were women in 2024.[32]
  • 36% of Criteo managers were women in 2024.[32]
  • 40.9% of Criteo employees promoted in 2024 were women.[32]

Change Management in the marketing and advertising sector (sector benchmark)

  • Among marketers, 20% had experienced a recent change in senior marketing leadership in Gartner’s 2023 talent survey.[33]

08 Statistics

Customer & Sales

Customer & sales metrics show retention as a key outcome, with Perion segments ranging from 77.4% to 92.9% net revenue retention in Q4 2024.

Customer retention in the ad tech managed services industry

  • 91.4% was net advertising and performance marketing revenue retention for Perion’s Health & Wellness segment in the quarter ended December 31, 2024.[2]
  • 77.4% was net advertising and performance marketing revenue retention for Perion’s Connectivity segment in the quarter ended December 31, 2024.[2]
  • 92.7% was net advertising and performance marketing revenue retention for Perion’s Gaming & Entertainment segment in the quarter ended December 31, 2024.[2]
  • 92.0% was net advertising and performance marketing revenue retention for Perion’s consolidated customer base in the quarter ended December 31, 2024.[2]
  • 92.9% was net advertising and performance marketing revenue retention for Perion’s Technology & Shopping segment in the quarter ended December 31, 2024.[2]

09 Statistics

Marketing & Brand

Marketing & brand coverage links managed execution needs to creator and influencer spending, including $37 billion in U.S. creator advertising spend projected for 2025.

Digital marketing in the ad tech managed services industry

  • 59% of agencies maintained vendor partnerships for media execution in the 2024 media-execution survey.[23]
  • 81% of agencies used in-house media execution as their primary service model, while 48% maintained managed-service partnerships, according to a 2024 media-execution survey.[23]

Influencer Marketing in the marketing and advertising sector (sector benchmark)

  • Six in 10 multinational brands had dedicated influencer-marketing budgets globally in 2025, up from 37% in 2019.[4]
  • 74% of surveyed brands, agencies and creators reported year-over-year creator-marketing budget increases in the 2025 survey covering nine countries.[34]
  • $37 billion in U.S. creator advertising spend is projected for 2025, growing four times faster than the broader media industry.[8]
  • 58% of global marketers reported dedicated and growing budgets for creator or influencer partnerships in Nielsen’s 2026 survey.[35]
  • 54% of multinational marketers expected influencer-marketing budgets to increase over the following 12 months in 2025, with average projected growth of 23%.[4]

10 Statistics

Operations & Execution

Operations & execution emphasizes automation and workflow consolidation, including 97.4% of allocated monthly advertising spend captured using AI agents for budget pacing in 2026.

Process optimization in the ad tech managed services industry

  • 58% of U.S. advertising organizations identify better multichannel reporting as a reason to eliminate AdOps silos in 2026.[3]
  • 90% of U.S. advertising organizations want to eliminate tool, data and team silos in AdOps workflows in 2026.[3]
  • 47% of U.S. advertising organizations cite more accurate budgeting as a reason to eliminate AdOps silos in 2026.[3]
  • 68% of advertising strategists manage media across four or more platforms in 2026.[36]
  • 2–4 times more accounts per strategist were managed after one year of agentic advertising automation in a 2025 client survey.[3]

Operational efficiency in the ad tech managed services industry

  • 20 SSPs were represented in the 2024 ANA and TAG TrustNet programmatic transparency benchmark.[37]
  • $235 million in programmatic advertising spend was analyzed in the ANA and TAG TrustNet benchmark covering April–September 2024.[37]
  • 3.1 percentage points of monthly advertising budget were recovered through agentic pacing compared with the 2026 industry average.[3]
  • 97.4% of allocated monthly advertising spend was captured by agencies using AI agents for budget pacing in 2026.[3]
  • 22,634 domains and apps were included in the 2024 ANA and TAG TrustNet programmatic transparency benchmark.[37]

Quality management in the ad tech managed services industry

  • 60% of U.S. advertising organizations report significant concern about human-generated budget errors in 2026.[3]
  • 4% was the average share of advertising spend delivered to made-for-advertising websites in the January–May 2024 benchmark background data.[37]
  • 4% of media dollars were spent on made-for-advertising sites among 11 companies in the first 2024 ANA and TAG TrustNet findings.[38]
  • 31 billion programmatic impressions were collected during the January–May 2024 ANA and TAG TrustNet onboarding phase.[37]
  • 6.2% of programmatic advertising spend was directed to made-for-advertising sites in the April–September 2024 benchmark period.[37]

Supply chain in the ad tech managed services industry

  • 8% of advertiser spend represented DSP core fees in the 2020 UK programmatic supply-chain study.[39]
  • 51% of advertiser spend reached publishers in the 2020 UK programmatic supply-chain study.[39]
  • 8% of advertiser spend represented SSP fees in the 2020 UK programmatic supply-chain study.[39]
  • 17% of advertiser spend was the restated unknown delta in the 2020 comparison methodology.[39]
  • 7% of advertiser spend represented agency fees in the 2020 UK programmatic supply-chain study.[39]

Outsourcing / Offshoring in the marketing and advertising sector (sector benchmark)

  • 93% of companies used third-party resources such as agencies or contractors for content to some degree in 2024, while 57% planned to outsource more than half of content creation.[40]
  • 45% of marketing respondents outsourced design functions fully or partly in 2024, according to the Marketing Benchmark Survey.[41]
  • 49% of marketing respondents outsourced digital content production fully or partly in 2024, according to the Marketing Benchmark Survey.[41]
  • 63.1% of marketers outsourced work to an agency or third party during the previous 12 months in the 2025 survey, covering more than 3,500 respondents globally.[29]
  • 57% of marketing respondents outsourced video production fully or partly in 2024, the most commonly outsourced marketing function in the survey.[41]

11 Statistics

Finance & Pricing

Finance & pricing uses benchmark margins and losses, including PubMatic’s $(14.5) million GAAP net loss in 2025.

Pricing strategy in the ad tech managed services industry

  • 59% of benchmarked programmatic spend excluding CTV used private marketplaces in April–September 2024.[37]
  • 70.2% of programmatic advertising spend represented seller revenue in the April–September 2024 ANA benchmark.[37]
  • 1% of advertiser spend represented supply-side technology fees in the 2020 UK programmatic supply chain.[39]
  • 10% of advertiser spend represented demand-side technology fees in the 2020 UK programmatic supply chain.[39]
  • 8% of advertiser spend represented DSP core fees in the 2020 UK programmatic supply chain.[39]

Cost reduction in the ad tech managed services industry

  • 21 advertisers contributed data to the April–September 2024 ANA and TAG TrustNet benchmark.[37]
  • 26.3% of programmatic advertising spend represented media productivity loss in the April–September 2024 ANA benchmark.[37]
  • 15% of advertiser spend was unaccounted for in the 2020 UK programmatic supply-chain study.[39]
  • 18% was the reduction in private-marketplace share excluding CTV between the 2023 and 2024 ANA benchmarks.[37]
  • 17% of advertiser spend was the restated unaccounted-for share under the 2020 comparison methodology.[39]

Profitability in the ad tech managed services industry

  • 34.7% was Magnite’s adjusted EBITDA margin for the year ended December 31, 2025.[42]
  • 35% was Criteo’s adjusted EBITDA margin in 2025.[2]
  • 64% was PubMatic’s gross margin for 2025.[43]
  • $(14.5) million was PubMatic’s GAAP net loss in 2025.[44]
  • $232.1 million was Magnite’s adjusted EBITDA for the year ended December 31, 2025.[42]

Financial planning in the ad tech managed services industry

  • $669.6 million was Magnite’s contribution ex-TAC for the year ended December 31, 2025.[42]
  • $282.9 million was PubMatic’s revenue in 2025.[43]
  • 7% was Magnite’s year-over-year revenue growth in 2025.[42]
  • $714.0 million was Magnite’s revenue for the year ended December 31, 2025.[42]

12 Statistics

Product & Service

Product & service coverage tracks delivery of measurement and omnichannel tooling, including PubMatic’s 37% year-over-year growth in omnichannel-video revenue in 2024.

Product development in the ad tech managed services industry

  • 50 new demand-side-platform partners were added by PubMatic in 2025 to diversify its advertising technology buyer base.[2]
  • 37% was the year-over-year growth in PubMatic’s omnichannel-video revenue in 2024, reflecting product expansion into video advertising.[2]
  • 13% was PubMatic’s 2024 technology-and-development headcount increase, supporting product-management, engineering and go-to-market investment.[2]
  • 53% of activity on PubMatic’s platform came through supply-path-optimization initiatives in 2024, up from 45% in 2023.[2]
  • 20% of PubMatic’s fourth-quarter 2024 revenue came from connected television, after CTV revenue more than doubled year over year.[2]

Product lifecycle in the ad tech managed services industry

  • 107% was PubMatic’s net dollar-based retention rate for the year ended December 31, 2024.[2]
  • 95%+ gross revenue retention was maintained by DoubleVerify across its customer base in each year from 2022 through 2025.[2]
  • 6x was the approximate increase in PubMatic Activate customers during 2024 compared with 2023.[2]
  • 109% was DoubleVerify’s net revenue retention rate in 2025, supported by advertising-volume growth and newly introduced solutions.[2]
  • 124% was DoubleVerify’s net revenue retention rate in 2023, driven by increased advertising volume and new solutions.[2]

After-sales in the ad tech managed services industry

  • 2,000+ external clients accessed GumGum’s self-service data portal after the ad-tech company implemented Looker for KPI management and client reporting.[10]
  • 300–400 columns of raw data were processed through Looker at GumGum to support client-facing reporting and analytics services.[10]
  • More than 95% was The Trade Desk’s customer-retention rate in the second quarter, continuing a run of more than a decade.[15]
  • 61% of advertisers used a combination of managed and self-service support when working with a demand-side platform, according to StackAdapt’s survey.[45]
  • 15% of advertisers used fully managed or full-service DSP campaign management exclusively in StackAdapt’s survey.[45]

Value proposition in the ad tech managed services industry

  • 15% of advertisers selected fully managed DSP services, indicating demand for end-to-end campaign execution by ad-tech providers.[45]
  • 61% of advertisers said they used both managed and self-service DSP models, combining provider expertise with platform control.[45]

13 Statistics

Sustainability & Ethics

Sustainability & ethics data includes delivery emissions benchmarks, such as 0.33 grams of CO2 per display ad impression in 2023.

Sustainability in the ad tech managed services industry

  • 55% of surveyed digital advertising companies had started or made significant progress on their carbon-reduction journey in 2023.[46]
  • 51% of digital advertising companies did not measure emissions produced by delivering digital advertisements in 2023.[46]
  • 69% of ad tech vendors said sustainable programmatic advertising was a strategic focus to some extent in 2023, while 23% said it was not a focus, across the surveyed digital advertising market.[46]
  • 35% of digital advertising respondents said the industry should measure its carbon impact in 2023, compared with 51% saying their companies did not currently measure delivery emissions.[46]
  • Nearly half of digital advertising respondents agreed that more education and discussion about sustainability were needed in the industry in 2023.[46]

Ethics in the ad tech managed services industry

  • 73% of surveyed Gen Z and Millennial consumers said knowing an advertisement was AI-created would increase or not change their likelihood of purchase in 2025.[8]
  • More than one-third of U.S. advertising executives reported brand damage or public-relations issues related to AI use in advertising in 2024.[8]
  • 40% of U.S. advertising executives reported pausing or pulling advertisements because of AI-related issues in 2024.[8]
  • 83% of advertising executives said their companies had deployed artificial intelligence in the creative process in 2025, up from 60% in 2024.[8]
  • Less than half of advertisers always disclosed generative-AI use in advertisements in 2025.[8]

Carbon footprint in the ad tech managed services industry

  • 33,500 metric tons of monthly carbon emissions could be avoided by eliminating spending on the highest-emitting domains in five major programmatic advertising markets in 2022.[47]
  • Web-display advertising generated an average of 0.33 grams of carbon dioxide per impression in 2023, with ad selection accounting for 77% of emissions.[48]
  • Approximately 1 gram of carbon dioxide emissions was associated with one programmatic advertising impression in 2022.[46]
  • A typical digital advertising campaign emitted approximately 5.4 tons of carbon dioxide in 2022.[46]
  • In-app display advertising generated an average of 0.32 grams of carbon dioxide per impression in 2023, with ad selection accounting for 53% of emissions.[48]

15 Statistics

Globalization & Expansion

Globalization & expansion ties operating footprint to delivery capacity, including DoubleVerify’s 31 offices across 25 countries in 2024.

Globalization in the ad tech managed services industry

  • 31 offices or commercial operations across 25 countries supported DoubleVerify’s international expansion in 2024.[2]
  • 499 DoubleVerify employees were based outside the Americas at December 31, 2024.[2]
  • US$142.9 million was Entravision’s 2024 advertising technology and services net revenue, up from US$100.8 million in 2023.[17]
  • US$1.49 billion was Mobvista’s 2024 advertising technology revenue, representing 98.8% of total revenue.[16]

Supplier management in the ad tech managed services industry

  • 81% of independent agencies provided media-execution services in-house in the 2024 Pathlabs survey.[23]
  • 48% of independent agencies maintained managed-service partnerships in the 2024 Pathlabs survey.[23]
  • 59% of independent agencies maintained specific vendor partnerships to serve client campaigns in the 2024 Pathlabs survey.[23]

Stakeholder management in the ad tech managed services industry

  • 1,899 advertising and performance-marketing customers were reported by System1 for the quarter ended December 31, 2024.[2]
  • More than 2,000 customers used DoubleVerify’s advertising measurement and verification solutions in 2024.[19]
  • 92.0% was System1’s consolidated net advertising and performance-marketing revenue retention for the quarter ended December 31, 2024.[2]

Distribution channels in the ad tech managed services industry

  • US$6.60 billion was 2024 gross billing from online advertisement distribution services at the reported advertising company.[55]
  • US$625.3 million was 2024 gross billing from online advertisement solution services at the reported advertising company.[55]

Key questions about the Ad Tech Managed Services Industry

How large is the ad tech managed services market in 2026?
No authoritative source reports a standalone global market size for ad tech managed services. The closest disclosed proxy is U.S. programmatic advertising revenue of $162.4B in 2025.
What growth rate should we use for 2026 market growth assumptions?
U.S. programmatic advertising revenue rose 20.5% year over year in 2025. The only broader proxy found is Grand View Research’s 22.2% CAGR estimate for global programmatic through 2030, which should not be treated as managed-services revenue.
Which companies lead the ad tech managed services industry?
Publicis Groupe leads Gitnux's 2026 ad tech managed services ranking with an Overall score of 9.6, with 8.5% revenue growth and 18.2% operating margin signals across media, data and technology services. PMG is the runner-up at 9.1, driven by managing more than $7 billion in annual media spend through its Alli operating system.
What technology shifts matter most for managed-service delivery?
Programmatic execution is expanding across video and social, where U.S. digital video grew 25.4% to $78.0B and social grew 32.6% to $117.7B in 2025. Interoperability requirements also increase integration and configuration workload, including interoperability with Prebid.
How concentrated is the market structure?
Top 10 companies accounted for 84.1% of U.S. internet advertising revenue in 2025, up from 80.8% in 2024. The 11th–25th companies held 8.3%, and all remaining companies held 7.5%.
How do regulation and transparency changes affect operations?
In September 2026, U.S. Department of Justice remedies required Google to support integrations with Prebid and provide publishers access to export data, with six years of monitoring. In the EU, the Digital Markets Act requires daily ad-pricing and performance data on request.
Reference

Cite This Report

This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.

APA
Priya Chandrasekaran. (2026, February 13). Ad Tech Managed Services Industry Statistics. Gitnux. https://gitnux.org/ad-tech-managed-services-industry-statistics
MLA
Priya Chandrasekaran. "Ad Tech Managed Services Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/ad-tech-managed-services-industry-statistics.
Chicago
Priya Chandrasekaran. 2026. "Ad Tech Managed Services Industry Statistics." Gitnux. https://gitnux.org/ad-tech-managed-services-industry-statistics.

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