---
"title": "IDC: Criteo is #1 independent AdTech player"
"date": "2020-08-25T10:19:58-04:00"
"url": "https://www.criteo.com/blog/idc_criteo-is-number-1-independent-adtech/"
"description": "Criteo is the #1 independent Ad Tech player with 4.9%, after Google and followed by The Trade Desk, Xandr and Adobe."
"image": "https://www.criteo.com/wp-content/uploads/2018/06/idc-1-1.svg"
"author": "criteo_multi_admin"
"category": "Criteo Updates"
---

[![IDC - Criteo #1 independent AdTech 2019 - socmed](https://www.criteo.com/wp-content/uploads/2020/08/Social-Analyst-Report-IDC-300x157.png)](https://www.criteo.com/wp-content/uploads/2020/08/Social-Analyst-Report-IDC.png)




On the 27th July 2020, [Karsten Weide](https://www.idc.com/getdoc.jsp?containerId=PRF002841) ([@KarstenW](http://twitter.com/KarstenW)) Program Vice President, Media & Entertainment at IDC published an updated market share analysis report titled [*Worldwide Digital Advertising Software Market Shares, 2019: Ongoing Merger and Acquisition Activity, Fragmentation Remains*](https://www.idc.com/getdoc.jsp?containerId=US45379720) (paywall, reference #US45379720).




**Criteo remains the #1 independent Ad Tech player** with 4.9%, after Google and followed by The Trade Desk, Xandr and Adobe.




This is an update from the [2017 shares, ](https://www.criteo.com/blog/criteo-number-1-in-adtech-idc-report/)with a key taxonomy difference: Google revenues which were previously allocated in the media spend category are now split between media and technology.