Deals & Moves

Magnite acquired CTV ad-serving platform SpringServe for approximately $31 million on July 1, 2021, net of a prior $2 million investment.

Salesforce agreed to acquire digital commerce platform Demandware for $75.00 per share — approximately $2.8 billion net of cash — announced June 1, 2016 and closed in July 2016.

Adobe acquired commerce platform Magento Commerce for $1.68 billion in cash, with the deal completing in mid-2018 to add native commerce to Adobe Experience Cloud.

Google acquired mobile advertising network AdMob for $750 million — a deal announced in November 2009 and completed in May 2010 after FTC clearance.

Salesforce agreed to acquire Slack for $26.79 cash plus 0.0776 Salesforce shares per share — an enterprise value of approximately $27.7 billion — announced December 1, 2020 and closed July 2021.

Adobe acquired B2B marketing engagement platform Marketo for $4.75 billion, with the deal closing on October 31, 2018 to add Marketo to Adobe Experience Cloud.

Salesforce agreed to acquire marketing-cloud company ExactTarget for $33.75 per share in cash — about $2.5 billion — announced June 4, 2013 and closed July 2013.

MiQ acquired Rocket Lab — a Miami-HQ mobile app growth hub with LatAm + Spain offices — in April 2026, integrating mobile and regional data into the MiQ Sigma platform. Unrelated to Rocket Lab USA, Inc. (NASDAQ: RKLB).

MiQ signed a March 2026 agreement to acquire only the LatAm business of Adsmovil (~150 employees, 12 markets) — creating the largest independent programmatic provider in Latin America. Adsmovil's US business remains independent under founder Alberto Pardo.

MiQ acquired Grasp in November 2023, adding pre-launch media QA and data-governance SaaS to its capability stack. Grasp continues as an independent business unit under MiQ ownership.

Publicis Groupe signed an agreement on May 17, 2026 to acquire data-collaboration platform LiveRamp for $2.2B enterprise value ($38.50/share, all cash). Deal expected to close before year-end 2026, subject to regulatory + shareholder approval.

Oracle's entry into the DMP business. BlueKai data became the audience layer of Oracle's marketing cloud (later Oracle Data Cloud).

Comcast outbid Disney for the European pay-TV operator. Gave Comcast a major footprint outside the US.

Adobe's entry into web analytics + marketing measurement, foundation of what became Adobe Analytics + Adobe Experience Cloud.

Cross-channel campaign management — Neolane became Adobe Campaign, a core piece of the Adobe Experience Cloud marketing suite.

The deal that created modern ad tech: Google's acquisition of DoubleClick gave it the buy-side ad-server stack and the foundation for what became Google Ad Manager + DV360.

Yahoo's push into ad exchanges: Right Media's exchange became the foundation of Yahoo's ad-buying platform.

Microsoft's biggest acquisition. LinkedIn's 433M-user professional graph became core to Microsoft's B2B + recruitment + advertising strategy.

Cable distributor acquires major media company — created the vertical integration that made Comcast a top-tier media + advertising power.

Holdco arms race for ad-tech: WPP picked up 24/7 Real Media's ad-serving + search marketing stack as Google was buying DoubleClick.

Yield management for publishers: AdMeld helped publishers manage multiple ad networks and exchanges. Folded into DoubleClick for Publishers.

Oracle's parallel push into social marketing technology. Combined with later BlueKai + Eloqua deals to form the Oracle Marketing Cloud.

Twitter's entry into mobile programmatic — MoPub's mobile SSP became Twitter's ad-tech backbone. Sold to AppLovin in 2021.

Telco-meets-content: AT&T bought the largest US satellite TV operator. Set up later moves (AT&T + Time Warner) and the eventual Xandr ad business.