Q4 2024 marked a rebound for ad tech M&A, with a 73% increase in activity compared to the previous year, driven by significant deals including Omnicom Group's acquisition of Interpublic Group for $13.25 billion. The momentum in M&A indicates a revitalized industry outlook. Concurrently, a report on data maturity in key APAC markets highlighted challenges and pathways for brands to enhance their data capabilities, aiming for privacy-first strategies amid an evolving digital landscape.
By examining current levels and uncovering key barriers across markets, it provides actionable pathways for brands to develop and advance aligned, privacy-first capabilities that drive positive outcomes and scale effectively in an increasingly complex digital landscape.
2024 was the biggest year since 2019 for deals, with ad tech M&A up 73% year-on-year according to Luma Partners.
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