- The ad technology industry has largely rebounded from 2020 with new funding, IPOs, and a focus on broadcast television.
- Privacy challenges still loom for ad technology companies as third-party cookies disappear.
- Here are 21 IT companies that popped up this year.
2021 was a big year for advertising
After roughly 2020 when advertisers cut ad spending, this year the industry has rebounded with a focus on new broadcast ad formats and non-cookie ads. Adtech companies have also benefited greatly from a strong financial market presence, with many of them going public and benefiting from renewed investor confidence in digital advertising.
Apple and Google’s privacy moves have prompted companies like LiveRamp, The Trade Desk and ID5 to accelerate their efforts to save digital ad targeting and measurement.
Sponsored ads growth
Television has led almost every advertising technology company to chase spending with products that facilitate the buying and selling of streaming advertising.
Retailers such as Albertsons, Instacart, Kroger and Wal-Mart have cemented their ambitions as ad sellers to control Amazon’s dominance, spurring the home industry of ad technology companies that help advertisers buy ads across retailers.
Here are the top 21 ad tech companies of the year, based on our reports and nearly 70 nominations. We also highlighted one star employee to find out from each company.
When compiling the list, we took into account the challenges that companies aim to solve – from replacing third-party cookies, to changing TV
and the emergence of retail media. We looked at a variety of factors including revenue, growing financing, and reputation.