Ethiopia's ad tech market is expected to reach approximately 120 million USD by 2026, driven by increasing internet penetration and mobile usage. Digital advertising is rapidly expanding as businesses leverage online platforms to reach consumers, with mobile ad spend accounting for nearly 70%. The growth is supported by a burgeoning e-commerce sector, which is projected to generate around 1.8 billion USD in revenue, indicating a shift towards digital channels for commerce and marketing.
The number of internet users is forecasted to hit 29 million, representing a significant portion of the population and fueling digital ad growth. With mobile devices being the primary access point, advertisers are focusing heavily on mobile-first strategies. As Ethiopia continues its digital transformation, the ad tech ecosystem is expected to become more sophisticated, attracting international investment and fostering local startup innovation.