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2024’s Biggest Adtech Deals Show the Industry’s Shift to Strategic M&A

Historically, LiveRamp has focused more on helping advertisers on the open web, while Habu has targeted black box systems like Google and Meta. LiveRamp expects the purchase to generate an order $18 million in revenue in its 2025 fiscal year.

Privacy-preserving technology is a smart bet, and big brands and agencies have been investing in clean rooms for the past few years. But we can see a winnowing: the FTC in November warned companies that had their sights on clean data rooms for not being as clean as the name implies.

February: Walmart buys Vizio for $2.3 billion

One of the most popular deals of the year, Walmart hopes that having Vizio under its wing will seriously help it compete with Amazon.

Vizio’s TV technology, especially its automatic content recognition data, collect data on viewing habits, advertising preferences and purchasing behavior. This opens up a host of opportunities for the retailer in targeted ads, shoppable formats, and a more holistic package for advertisers. All of this ties into Walmart’s first-party data and in-store activity, not to mention its sales media arm, Walmart Connect, further blurring the lines between CTV and retail media.

June: Equativ buys Sharethrough for an undisclosed amount

Equativ, a supply-side platform based in Paris and New York, has acquired sharethroughan advertising exchange with a strong North American presence and a specialty in native advertising. At the time of the announcement, Sharethrough was valued at between $100 million and $125 million, and the combined recurring net revenues of the two companies would be above. $200 million.

The combined company aims to give the industry a plus differentiated type of SSP, as it competes with walled gardens.

It’s been a busy year for Equativ, which also bought a retail technology platform Camino in September to strengthen its sales media. The terms were not disclosed.

August: Outbrain buys Teads for $1 billion

The first unicorn deal in the sector for many years was exciting news, although Teads had been in the market for some time, first hire Morgan Stanley to advise on the sale in September 2023.

The merger changed the makeup and scale of content recognition company Outbrain, creating a large advertising platform that combines its technology with Teads’ video and branding solutions.

Many parties watched and went on to buy Teads, and some calculated $1 billion as an opportunistic price for Outbrain.

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