Pivoting to the buyers by geography, the vast majority were also headquartered in the US, representing 56% of total transactions, followed by the United Kingdom at 10% and Canada at 5%. Additionally, acquirers were based in India, Japan and Netherlands. Dealmaking remained international with 35% of transactions being cross-border.
Marketing and AdTech Buyers by Geography
Marketing and Ad Tech Sellers by Geography
Looking at sellers by geography, 51% were based in the US, followed by the United Kingdom at 10% and Canada at 4%. Significant dealmaking occurred in the EU and India, regions which have historically been incubators for M&A deals in the MarTech sector, along with emerging areas including Brazil, Australia and Japan.
