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.

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.

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.

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.

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.

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.

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.

DoorDash acquired Bbot, a restaurant ordering and marketing platform, for approximately $150 million to enhance its advertising technology for restaurant partners. Bbot's technology enables restaurants to manage their own ordering channels and customer data, complementing DoorDash's advertising platform. The acquisition strengthens DoorDash's position in restaurant technology and advertising services.

Publicis Groupe acquired Profitero, a leading e-commerce analytics platform, to strengthen its retail media and commerce capabilities within Publicis Commerce. The acquisition provides Publicis clients with enhanced e-commerce insights and optimization tools across retail media networks.

Walmart announced plans to acquire TV manufacturer Vizio for $2.3 billion to significantly expand its advertising capabilities through Vizio's SmartCast operating system and ad platform. The acquisition gives Walmart access to Vizio's 18 million active accounts and robust first-party viewership data, positioning the retailer to compete more aggressively in the connected TV advertising space.

Yahoo acquired the technology and team behind Artifact, the AI-powered news aggregation app founded by Instagram co-founders. Yahoo plans to integrate Artifact's AI-driven personalization technology into its content platform to enhance user engagement and advertising targeting capabilities.

Kroger announced plans to acquire Albertsons in a $24.6 billion deal that would combine two of the largest U.S. grocery chains and their respective retail media networks. The merger would create a retail media powerhouse combining Kroger Precision Marketing and Albertsons Media Collective, though the deal faces regulatory scrutiny.

Yahoo acquired Artifact, the AI-powered news aggregation app created by Instagram's co-founders Kevin Systrom and Mike Krieger. Yahoo plans to integrate Artifact's AI recommendation technology into its own platforms to enhance content personalization and advertising targeting capabilities.

Publicis Groupe acquired Influential, an AI-powered influencer marketing platform, for $500 million. Influential uses IBM Watson AI to match brands with creators and has relationships with over 3.5 million influencers, significantly expanding Publicis' creator marketing and social commerce capabilities.

Instacart acquired pricing and promotions technology company Eversight to strengthen its retail media network capabilities. The acquisition enhances Instacart's ability to offer dynamic pricing and promotional optimization tools to CPG brands advertising on its platform.

Supply-side platform PubMatic acquired Martin, a media planning and forecasting platform, for $45 million. The acquisition enhanced PubMatic's sell-side capabilities with advanced yield optimization and inventory management tools.

Tremor International acquired DSP platform Amobee from Singtel for $239 million, combining supply-side and demand-side platforms. The acquisition created an end-to-end programmatic advertising solution spanning video, display, and CTV.

Native advertising platform TripleLift acquired Swiss data management platform 1plusX to enhance its first-party data and contextual targeting capabilities. The acquisition positioned TripleLift for the cookieless advertising future.

Mobile growth platform Digital Turbine acquired mobile advertising platform AdColony from Otello Corporation for $400 million. The acquisition expanded Digital Turbine's mobile advertising and monetization capabilities.

Mediaocean acquired ad serving and creative technology platform Flashtalking for approximately $500 million. The acquisition combined Mediaocean's media management platform with Flashtalking's ad serving and attribution capabilities.

Mobile gaming company Scopely acquired GSN Games for approximately $1 billion, expanding its portfolio of casual games. The deal has significant implications for mobile in-app advertising inventory and user acquisition strategies.