After peaking in 2024 with close to a thousand of transactions announced, a total of 634 transactions were seen during the first nine months of 2025 and projected to reach 845 for the full year. 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
Through September 2025, total disclosed M&A deal values reached $19.9B, almost matching the total for 2024. That was despite only 14% 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
A top active buyer in the MarTech space was Publicis Groupe, a French global leader in advertising and public relations services, which completed 4 deals during the three quarters of 2025 as part of their strategic growth and transformation plan. In addition to broader market trends, several buyers stood out for their consistent activity. Notably, seven companies each recorded three transactions year-to-date, including Nixxy, Volaris Group, Landbase, Fullcast, Concentrix, Transperfect Global, and Stellartech.
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 Q3 of 2025. The median venture capital funding size was $4.1 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.
