M&A activity across adtech continues to concentrate around assets that embed intelligence directly into execution, with buyers prioritizing platforms and services that enhance measurement, identity resolution, commerce media enablement, and DOOH infrastructure.
Similarly, agencies continue to experience significant consolidation around specialized capabilities, including creative, influencer, and experiential marketing.
In parallel, select capital raises point to where investors are underwriting the next phase of marketing infrastructure—particularly in AI-enabled data readiness, creative automation, and emerging attribution models that sit closest to outcomes. Together, these trends provide a clear view into how buyers and investors are positioning for growth in an increasingly performance-driven marketing ecosystem.
