Looking at the buyers in geography, the vast majority were based in the US as well, representing a total of 57%, followed by the United Kingdom at 9% and Canada at 4%. Additionally, acquirers were based in France, Australia, and Japan. Dealmaking remained international with 32% of transactions being cross-border.
Marketing and AdTech Buyers by Geography
Marketing and Ad Tech Sellers by Geography
Pivoting to the sellers by geography, 56% were based in the US followed by the United Kingdom at 10% and Germany at 4%. There was also significant dealmaking in Canada, France, and Australia, regions that historically have been home to numerous M&A deals in the MarTech sector, along with emerging areas including Japan, Spain, and Italy.
