Out of the 967 transactions in 2024, sellers operating in the Customer Relationship Management and Web & Marketing Measurement subsectors represented 28% and 19% of the total, respectively. Transactions for firms in the Digital Marketing Services subsector accounted for 13% of deal volumes. Companies in the Advertising Enablement and Content Management subsectors remained attractive to buyers, too. Interestingly, 60% of the sellers utilized SaaS business modes and at least 26% of sellers were developing tech such as AI-powered solutions.
Marketing and Ad Tech M&A Target Sectors
