2018 has certainly been an interesting year both for the digital marketing industry and those at the front line. The exciting part – or terrifying, depending on where you stand – is that it is only going to get bigger, with WARC estimating in September that martech spend was at $100 billion globally.
Here, we take a...
The multinational computer software company Adobe, which carved out its name with image-editing programme PhotoShop, is rumoured to be in talks to acquire Marketo, a privately-held cloud marketing software group.
If the murmurings come to fruition - which were originally reported by Reuters and are so far unconfirmed by each company - Marketo’s purchase price would likely be in the multi-billions. Vista Equity Partners paid $1.8bn for the company in 2016 and a new deal on the table is expected to be...
Multinational professional services firm Deloitte is buying Magnetic Media’s artificial intelligence (AI) platform in a bid to secure a firm grasp on the advertising and marketing technology space. The acquisition of the New-York based martech service signals the “strategic importance” of investing in AI, machine learning and audience data analytics, according to Deloitte.
Wrapping the service into its Digital Experiences Services Platform, the deal will offer Deloitte clients more detailed...
The Singtel-owned digital marketing tech outfit Amobee has completed a $100m (£77.6m) purchase of TV and video advertising specialist Videology.
According to an official release, the deal equips Amobee with connected TV and digital video solutions, linear data-driven TV planning tools, premium inventory partnerships and activation opportunities for worldwide clients. It also clicks with an ongoing narrative of ad tech acquisitions this summer, particularly that of
MediaMath, a long-time pioneer in programmatic advertising, has announced $225m (£170m) in new financing, courtesy of Searchlight Capital Partners.
The windfall brings the ad tech company’s total funding to over $607m (£458m), according to Crunchbase.
Delivered in two tranches, this will provide the “strategic growth capital” needed to accelerate the expansion of its DSP (demand side platform) - which allows brands to buy ads using automated systems - and DMP (data management...
US telecoms firm AT&T has bought ad tech giant AppNexus in a deal expected to be worth in excess of $1bn (£753m).
While the value of the transaction hasn’t been disclosed by the two companies, Wall Street Journal expected a possible deal could reach $1.6bn (£1.2bn). The announcement follows just a week after AT&T’s $85bn (£64bn) acquisition of Time Warner.
US telco AT&T is reportedly in talks to snap up ad tech firm AppNexus for a possible $1.6bn (£1.2bn), according to Wall Street Journal, in a move that would equip it with firepower enough to take on the likes of Facebook and Google in the advertising space.
The news emerges just a week after AT&T’s $85bn (£64bn) acquisition of Time Warner, while a bid for the New York programmatic specialist would likely be backed by the complete buyout of Otter Media, a video streaming company...
2016 saw increasing M&A activity in the digital marketing sector which is likely to lead to further consolidation over the next 12 months.
Data from latest Digital Marketing M&A report from advisory firm Hampleton Partners shows that the first half of 2016 equalled the entirety of 2015 in terms of deal values.
With around £3.4 billion in deals made, 2016 is the second-highest valued period in the last five years.
The data shows that higher spending across a...
Social media management platform provider Hootsuite has announced the acquisition of analytics firm LiftMetrix to further bolster its portfolio and give organisations greater insight into their social campaigns.
The two companies have been partners for several years, with LiftMetrix being one of the primary players in Hootsuite’s open partner ecosystem – and with return on investment (ROI) practically a necessity in today’s marketing landscape, the deal makes sense in terms of getting as...
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The digital marketing space has gone through huge transformation in recent years as evolving social trends and technological developments change the way that people consume marketing messages.
This makes it imperative for marketing agencies and providers to adapt to this changing environment in order to target and engage their key audiences.
Today, marketing agencies are increasingly competing against data-led tech giants such as Adobe and Oracle, which are leveraging technology to...
