A total of 405 transactions were seen in the first half of 2025. There was robust demand from strategic and financial buyers, with Private Equity firms accounting for the buyer in 24% of these transactions.
Marketing and Ad Tech M&A Activity by Deal Count
Marketing and Ad Tech M&A Activity by Disclosed Deal Amount
During the first half of 2025, disclosed M&A deal value reached $10.6B despite only 15% of deals disclosing their financial terms, as buyers preferred to keep their M&A strategies private.
Top Marketing and Ad Tech Acquirers by Deal Count
During the first half of 2025, Publicis Communications Groupe was the top buyer of the MarTech sector with 6 deals, followed by marketing holding company Stagwell with 5 deals and Private Equity growth investors Advent International and Bridgepoint with 4 deals each.
Marketing and Ad Tech VC Funding​
Venture capital funding for the MarTech sector peaked in 2021 and has been declining since then, a trend that persisted into the first six months of 2025. The median venture capital funding size was $3.4 million. Furthermore, venture capital deal volumes for the sector have decreased significantly in recent years. These dynamics have encouraged companies to instead pursue M&A strategies for growth and liquidity.
