Presentation of research and market map of MarTech and AdTech in UNIT.City

6 September - 12:00

  • More than 160 companies
  • Over 5,000 employees
  • $130 mln of investments total

What happened?

UNIT.City Innovation Park, Internet Association of Ukraine and Center42 Innovation Agency presented the first overview of the Ukrainian MarTech and AdTech industry. The authors counted more than 160 companies and 5 thousand employees in the market. About $130 mln was invested in Ukrainian MarTech-companies for the whole period of time (data on open public transactions only).

Labour market and business models

65% of the companies have less than 40 employees in their staff. Approximately 25% of all specialists work in just three companies: Depositphotos, Terrasoft and MGID.
The most popular business model is SaaS (52%). Almost 77% of companies work in the B2B. 68.4% of R&D centers are located in Kyiv. Most of the companies’ income is generated by the Ukrainian market (39%). It is followed by the US market (17%).

“In 2011, there were only about 150 MarTech start-ups in the world. Now there are more than 7 thousand of them, so the growth continues. It is obvious that advertising, in one way or another, will always be in the trend. I recommend that every major business that is interested in digitalization and development, get acquainted with the market map and services provided and developed by Ukrainian companies”, – says Max Yakover, CEO and managing partner of UNIT.City.

According to Kirill Mazur, CEO of Center42, the survey and map should become applied tools that can be used by potential customers of marketing services, local and international investors, agencies, marketing teams of corporations and other market players.

Kiriil Mazur

The project partners were also Adtelligent, BRISE Capital, ESKIMI, YouScan, Dentsu Aegis Network Ukraine, Sigma and BKP. More details on the results of the research can be found here.