Deals & Moves

Smart AdServer merged with DynAdmic and LiquidM to form Equativ, creating a unified independent ad tech platform. The merger combined SSP, ad serving, and mobile capabilities to compete more effectively against Google and other major platforms in the European market.

Dentsu completed the full integration of Merkle, originally acquired in 2016, making it the core of its data and technology offering. The move consolidated Dentsu's customer experience management, data analytics, and performance marketing capabilities under the Merkle brand.

WPP's GroupM merged Essence and MediaCom to create EssenceMediacom, a new media agency combining digital-first expertise with traditional media buying scale. The merger created one of the largest media agencies globally with enhanced programmatic and performance marketing capabilities.

Omnicom acquired Flywheel Digital, a leading commerce media platform specializing in retail media management, for $835 million. The acquisition strengthened Omnicom's retail media capabilities, particularly for managing campaigns across Amazon, Walmart, Instacart, and other retail media networks.

Snowflake launched Media Data Cloud, a specialized data collaboration platform for advertising and media companies. The platform enables secure data sharing and clean room functionality, partnering with InfoSum, LiveRamp, and Habu to provide privacy-safe audience targeting and measurement.

Walmart Connect reached over $3 billion in annual advertising revenue, establishing itself as the third-largest retail media network in the US after Amazon and Instacart. The milestone reflects rapid growth in retail media and Walmart's successful expansion of its advertising business.

Viant Technology acquired Adelphic, an independent omnichannel demand-side platform, to enhance its programmatic advertising capabilities. The acquisition strengthened Viant's DSP technology and expanded its customer base in the connected TV and digital advertising markets.

Snowflake launched its Advertising Data Cloud, a purpose-built solution for the advertising industry to enable data collaboration and measurement. The platform allows advertisers, publishers, and data providers to securely share and activate data while maintaining privacy compliance.

InfoSum, a data collaboration platform for advertising, raised $15M in Series B funding to expand its privacy-first data connectivity infrastructure. The funding supports growth in helping brands and publishers connect first-party data without sharing raw data.

Albertsons terminated its planned $24.6 billion merger with Kroger after federal and state courts blocked the deal on antitrust grounds. The cancellation has major implications for retail media, as the combined entity would have created the second-largest retail media network in the U.S.

LiveRamp launched its Clean Room as a Service offering, enabling brands, publishers, and platforms to create custom data clean rooms for privacy-safe collaboration. The solution addresses the industry's need for secure data matching and measurement in the post-cookie era.

Scibids, an AI-powered advertising optimization platform, raised $14M in Series A funding. The platform uses custom AI algorithms to optimize programmatic bidding strategies, helping advertisers improve campaign performance across DSPs.

Paramount Global and Walmart announced a strategic partnership to integrate Walmart's shopper data with Paramount's streaming advertising on Paramount+. The partnership enables closed-loop measurement from ad exposure to in-store and online purchases at Walmart.

Mediaocean acquired Innovid, a leading independent connected TV ad platform, for approximately $500 million. The acquisition combines Mediaocean's advertising infrastructure with Innovid's CTV measurement and analytics capabilities, creating an end-to-end solution for converged TV advertising.

Dstillery, an AI-powered advertising technology company, appointed Michael Beebe as CEO to lead the company's growth in cookieless targeting solutions. Beebe previously served as President and brings extensive experience in data-driven marketing technology.

Wunderkind (formerly BounceX) raised $76 million in Series D funding to expand its performance marketing platform focused on identity resolution and triggered messaging. The funding supports growth in its autonomous marketing solutions for e-commerce brands.

Snap acquired Th3rd, a 3D and AR creation platform, to enhance its AR advertising capabilities and make it easier for brands to create immersive ad experiences. The acquisition strengthens Snap's position in AR commerce and advertising technology.

Taboola acquired Connexity, a performance-based e-commerce advertising platform, for approximately $800 million. The acquisition expands Taboola's presence in e-commerce advertising and product recommendation technology, adding shopping-specific ad inventory and capabilities.

Innovid acquired TVSquared, a TV attribution and measurement platform, for $160 million to create a comprehensive CTV and linear TV advertising measurement solution. The combined platform provides cross-screen measurement and attribution for converged TV advertising.

Epsilon, Publicis Groupe's data and technology division, appointed Shawn Higa as CEO, succeeding Bryan Kennedy. Higa previously led Epsilon's technology and innovation efforts and the transition focuses on accelerating the company's identity and data platform strategy.

Horizon Media acquired Chalice Custom Algorithms, a data science and AI-powered optimization platform for media buying. The acquisition enhances Horizon's programmatic capabilities with custom algorithmic bidding and campaign optimization technology.

Scibids, an AI-powered programmatic optimization platform, raised $22 million in Series B funding to expand its custom bidding algorithms and campaign optimization technology. The platform uses machine learning to optimize programmatic advertising across DSPs.

Walmart's advertising business, Walmart Connect, reached $3.4 billion in annual revenue, marking significant growth in the retail media space. This milestone positions Walmart as the third-largest retail media network in the US behind Amazon and Instacart. The growth was driven by expanded advertiser adoption and new ad products including sponsored search and display.

Snap acquired Th3rd, an AR shopping platform, to enhance its augmented reality advertising capabilities for e-commerce. The acquisition enables brands to create immersive AR shopping experiences within Snapchat and supports Snap's AR Enterprise Services division. This move strengthens Snap's position in AR-powered advertising as brands seek more interactive ad formats.