Deals & Moves

Walmart Connect expanded its retail-media reach beyond its own DSP by partnering with Yahoo DSP (and Magnite) to activate Walmart first-party audiences across offsite CTV inventory.

Omnicom Group completed its all-stock acquisition of Interpublic Group (IPG) on November 26, 2025 — the largest holding-company merger in advertising history, creating the world’s biggest agency group.

Sprinklr acquired the assets of ViralMoment, an AI-powered social-video intelligence company, to add multimodal video/image/audio analysis to its customer-experience-management platform.

Sir Martin Sorrell’s S4S Ventures led Olyzon’s $10 million Series A round (with Eurazeo SE and others) to build an agentic decisioning platform for CTV advertising, announced late May 2026.

Choozle launched self-service Amazon DSP access directly within its omnichannel programmatic advertising platform, letting marketers buy Amazon ad inventory without a third-party provider.

CallTrackingMetrics (CTM) released a Google Local Services Ads integration that ties call and lead activity to LSA campaign performance as part of its new ad-platform attribution suite.

CallTrackingMetrics (CTM) released a Reddit Ads integration that sends offline conversion events from CTM to Reddit Ads to connect calls and lead activity to campaign performance.

CallTrackingMetrics (CTM) launched a LinkedIn Ads integration that feeds call, SMS, and offline-conversion data into LinkedIn’s Conversions API to attribute phone calls to LinkedIn campaigns.

Genius Monkey announced a programmatic integration with CallTrackingMetrics (CTM) connecting impression-level programmatic ad data to inbound calls via CTM’s multi-touch attribution model.

Kinective Media by United Airlines joined Yahoo DSP’s roster of commerce-media partners, letting advertisers activate United’s travel-driven audience signals programmatically.

Reddit signed a data-licensing deal with Google (reported worth ~$60M/year) in February 2024, giving Google access to Reddit’s content API to help train its AI models.

On May 16, 2024, OpenAI and Reddit announced a partnership giving OpenAI access to Reddit’s content via its Data API and making OpenAI a Reddit advertising partner.

Norwegian telecom Telenor acquired ~95% of cross-device identity startup Tapad on Jan 29, 2016 for $360M.

Apple acquired mobile ad network Quattro Wireless for $275 million in early January 2010 — the team behind what became Apple’s iAd platform.

Yahoo agreed to acquire mobile analytics and advertising firm Flurry on July 21, 2014 for an undisclosed sum reported to be north of $200 million.

Comcast acquired video ad-serving company FreeWheel for $360 million in early 2014, running it as a standalone unit within the company.

AppLovin acquired mobile ad exchange MoPub from Twitter for $1.05 billion in cash, announced October 2021 and completed in early January 2022.

Oracle agreed to acquire marketing-automation company Eloqua for $23.50 per share — approximately $871 million net of cash — announced December 20, 2012.

Google Cloud completed its $2.6 billion acquisition of business-intelligence platform Looker on February 13, 2020.

Salesforce agreed to acquire data management platform Krux for approximately $700 million (about $340 million in cash plus stock), announced October 3, 2016.

Salesforce agreed to acquire integration platform MuleSoft for an enterprise value of approximately $6.5 billion ($36.00 cash plus 0.0711 Salesforce shares per share), announced March 20, 2018.