Looking at the buyers in geography, the vast majority were based in the US as well, representing a total of 55%, followed by the United Kingdom at 9%, and Canada at 5%. Additionally, acquirers were based in France, Japan, and Australia. Dealmaking remained international with 33% of transactions being cross-border.
Marketing and AdTech Buyers by Geography
Marketing and Ad Tech Sellers by Geography
Pivoting to the sellers by geography, 54% were based in the US, followed by the United Kingdom at 9%, and Canada at 3%. There was also significant dealmaking in France, Japan, and Australia, regions that historically have been home to numerous M&A deals in the MarTech sector, along with emerging areas including Germany, Italy, and India.
