Lately the risk The relationship between the community and advertising technology was difficult.
Advertising is no longer the risky oasis of the past. VC dollars have dropped dramatically in recent years. According to Crunchbase, Adtech's deal flow has decreased by around 10% in the past five years.
While subsectors like data protection or automation are still shedding funds, an estimated 90% of the rise in digital advertising spending is done by established companies like Facebook and Google per week.
Despite these difficulties, marketing technology funding has remained more stable and healthier. According to Crunchbase, the deal flow in marketing technology has only decreased by 3.5% in the past five years, with the annual capital invested in the area amounting to just under USD 2 billion.
In view of the developments in the Adtech and Martech sectors, we wanted to measure where there are still opportunities in the sectors and which startups today have the best chances of obtaining venture financing. We asked four leading VCs working in early growth companies to share what they love most and where they see opportunities in marketing and advertising:
Some of the companies we spoke to (both included and not included in this survey) said they are not currently actively investing in advertising technology.