We tracked a healthy 967 deals in 2024, a 10-year high, with strong demand from financial and strategic buyers. Private Equity firms were buyers in 22% of these transactions.
Marketing and Ad Tech M&A Activity by Deal Count
Marketing and Ad Tech M&A Activity by Disclosed Deal Amount
Disclosed M&A deal value reached $24B in 2024. Financial terms were disclosed in only 11% of transactions during this period as buyers preferred to keep their M&A strategies private.
Top Marketing and Ad Tech Acquirers by Deal Count
Acccenture was the top buyer of MarTech companies in 2024 with 6 deals, followed by Constellation, MCI, Publicis Groupe and Stagwell with 4 deals each. Agital, PAR, Ipsos, HAVAS, Valsoft and Advent International also each made 3 deals.
Marketing and Ad Tech VC Funding​
Venture Capital peaked in 2021 and continued to decline throughout 2024. With a drop in VC funding overall, many business owners are instead considering M&A as a vehicle for growth and liquidity.
