Pivoting to the buyers by geography, the vast majority were based in the US as well, representing a total of 59%, followed by United Kingdom at 9% and Canada at 7%. Additionally, acquirers were based in India, Israel and Switzerland. Dealmaking remained international with 37% of transactions being cross-border.
Marketing and AdTech Buyers by Geography
Marketing and Ad Tech Sellers by Geography
Looking at sellers by geography, 52% were based in the United States followed by the United Kingdom at 9% and Germany at 4%. There was significant dealmaking in Canada, the EU and India, regions that historically been home to numerous M&A deals in the MarTech sector, along with emerging areas including Brazil, Australia and Japan.
