M&A shakes up MarTech and AdTech

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 06, 2021, 5:47 PM UTC

Luma’s Q2 2021 report found increased M&A activity in the Ad Tech, Digital Content and Martech sectors this year, indicating a post-pandemic recovery. 

The study found that the number of Ad Tech and MarTech M&A deals has grown at an exponential pace in the second quarter. Intense deal activity was observed in the second quarter of this year, as opposed to the previous year.

In Ad Tech, the number of deals increased by over 500% YoY, 214% for MarTech, followed by digital content with an 80% increase in M&A activity.  Many of these acquisitions took place in the messaging platform sector - Sinch acquired Message Media for $1.3 billion, while Twilio acquired ZipWhip for $850 million. 

The increased activity levels are expected to continue over the next quarter. The continuing debate about privacy, the open market and the rapid shift to streaming and ecommerce are expected to propel the trend. 

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