This page tracks relevant and recent ad tech mergers and acquisitions, from its very beginnings in the late 90s. A few notes on the methodology on what gets included and what doesn’t:
- Companies must be primarily focused on, or especially relevant to digital marketing and ad delivery. This is why you won’t see things like the Unica or Netezza acquisitions in this list (which are used in the marketing world, but not built for marketing purposes specifically), but you will see things like the Dentsu / Aegis merger.
- This list is also focused on the largest and / or most important ad tech acquisitions and not necessarily meant as a comprehensive list of every acquisition in the digital space. There is significant activity with small and local firms that aren’t well covered in the press, but are tracked by companies like the Jordan Edmiston Group, as well as Signal Hill, who distributes comprehensive and free quarterly reports on the digital media space.
- I’ve provided a source link for each story which will note the date, companies involved, and purchase price if disclosed. Funding information is taken from Crunchbase profiles, unless specifically noted in the article.
- If you have feedback on missing or mis-categorized companies, please feel free to reach out to me as noted in the About page on this site.
Also, be sure to see my analysis on the history of ad tech acquisitions.
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Great to see all of this data in one place, great work!
I don’t believe Yahoo’s purchase of Overture for $1.6B in 2003 was listed:
http://www.wsj.com/articles/SB105818965623153600
Best regards,
Seth
MediaMath acquired French Ad tech company Tactads in 2014 (and not Tractads as displayed).
Thanks Romain! I’ve corrected.
Thanks Seth, I’ve added Overture to the list. Can’t believe I missed that one!
You forgot to mention Dentsu buying Innovation Interactive in 2010, which included 360i, Search Ignite, and Netmining. Then, only to have Search Ignite and Netmining buy themselves back under IgnitionOne. With IgnitionOne later acquiring Knotice (a DMP) and Human Demand (a mobile DSP) in 2014.
Thanks! The Search Ignite / Netmining was missing, but I do have the others! Remember, you can use the search box in the upper right corner of the table to quickly see results on other pages. The whole dataset is over 600 rows and I only have the top 100 on the first page. Innovation is under 360i, and Knotice and Human Demand is in there already.
Cool resource. The table sorting functionality doesn’t seem to be working correctly though.
i.e. it doesn’t seem to be able to comprehend that $20,000,000 has many less digits than $2,500,000,000. See screenshot; https://nimbus.everhelper.me/client/notes/share/265914/CUptrFVrzPbW8FF13Zd11EO9LkuxKoK4
also, a big one missing would be MoPub selling to Twitter (for what ended up being close to $1bn).
Thanks Jack – can’t believe I missed MoPub, that was a big one! And sorry the table isn’t sorting that well, the problem is I have a mix of text and numbers in that column to call out transactions that were estimated vs. disclosed, when it was a merger vs. an acquisition, as well as situations where a public company was acquired and the concept of venture funding isn’t really relevant. Because of that the table sorts as text instead of numbers. Sorry about that!
Hi –
Date sorts are wrong too. 🙁 Sorting by month. I think if you reverse the date you’ll be in better shape (e.g. 2015-09-06), assuming you can’t make it a numeric/date rather than text sort.
Nice info, and nice site.
thx –
Michael
Thanks Michael, I think there was just one date that was formatted incorrectly and messing up the sort. Try it now and I think you’ll have better results!
Ben,
Kudos for putting this together. You may want to add acquisition of Blackarrow by Cross Mediaworks
http://blogs.wsj.com/cmo/2015/08/24/ad-tech-firm-blackarrow-acquired-by-local-tv-ad-company/
Boris
Thanks Boris! I completely missed BlackArrow; I’m surprised there wasn’t more press on that one. Added!
Hello. I found only 3 lines about Gravity4 when they communicated about their 13th acquisition (Conyak) back in October. See http://gravity4.com/press/
You have both RedAril and Red Aril as two separate records.
Thanks! Corrected just now.
Thanks for the tip – I did know about those acquisitions from Gravity4, they just seemed like very small shops. Essentially an acqui-hire or purchase of the technology out of bankruptcy. For a variety of reasons they just didn’t seem material based on the limited information I could find about the acquired company and therefore didn’t include them.
Hey Ben, nice work on this! could you please remove the Meredith – Media General transaction and replace it with Nexstar when you get a chance. http://www.mediageneral.com/press/2016/jan27_2016nexs.html
Hi Harshal,
You got it – thanks for the catch! Quite the drama with Media General / Meredith / Nexstar – would have liked to be a fly on the wall in the Exec Suite there!
Ben
Does this include companies in India? May I submit some in this region?
Hi Priyanka,
I haven’t purposely limited it to just a particular country or region, though the vast majority of the list is US / EU companies. If you have any I’ve missed in India that are major transactions please let me know.
Thanks,
Ben
Thank’s so much for Great insights, looking foreword to second half of 2016. starting to see lot of Chinese groups getting in.
Note : tables are not working well in safari. best used in IE an FF..
Cheers
Kyle