Ad-tech M&A activity is heating up after a slower 1st half of 2019, despite regulatory uncertainty and fears of a potential economic recession
A recent flurry of ad-tech acquisitions in October has some observers wondering: What’s in the water?
On October 21, the digital advertising firm Rubicon Project announced it was acquiring RTK.io to improve and simplify the process of header bidding. The next day, Mastercard bought SessionM to improve customer engagement and loyalty. A day later, Roku bought DataXu for $150 million to improve its self-serve model for buying automated ads within streaming media.
“I think a lot of platforms have woken up to how important the whole super self-serve platforms have been for Google and Facebook and having to compete on that human level of the marketer to work with your systems to buy ads,” Perrin says. “It comes up a lot in conversations that I have on digital consolidation.”
The market might also be becoming more pragmatic. According to Roy, companies are choosing to buy and sell now rather than wait for next year, before or after the 2020 U.S. presidential election. He says a lot of people don’t want to put their business up for sale too late into next year just in case the outcome hurts valuations.
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