News & Views

Advertisers emerge as buyers for ad tech

by Alex Waite
24th December 2019
Advertisers emerge as buyers for ad tech, post image

Partner Jim Houghton spoke to Digiday about a recent trend in M&A activity. With venture capital money for ad tech and marketing technology businesses scarce, marketers are emerging as potential acquirers.

So far this year, several high-profile advertisers have swooped for companies that sat on the periphery of the ad tech and mar tech sectors. With McDonald’s, Walmart, Nike and Mastercard all acquiring businesses in this space, there is growing interest in these deals.

“In an era where tech-enabled marketing is rapidly allowing marketing functions to move back in-house, it’s not surprising to see some of the world’s most powerful brands with massive proprietary first-person data assets, seeking to build the value of that data and drive greater engagement and utility from it,” said Jim Houghton.

This article is published on the Digiday website. Read it in full here.


Digiday, a division of Digiday Media, takes a global view of the media and marketing industries and confronts the truths in technology’s disruption of these industries. Digiday connects with its audience across web, email, podcasts, a quarterly magazine, a membership program and in-person events.

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