Internet Marketing Industry: Acquisitions
Akamai buys identity provider Janrain
With Gigya now owned by SAP, marketers will deal with the two main, formerly independent identity providers as part of complementary...
Oath to become Verizon Media Group as telecom doubles down on umbrella brand
Since the its inception a year and a half ago, Oath has failed to compete with the likes of Google and Facebook in the digital ad...
How effective acquisition strategies can drive growth
A strategy anchored by a focus on verticals, market leadership and technology offers a pathway for companies in the performance marketing...
Forrester decides to buy SiriusDecisions
This latest expansion by the Cambridge-based research firm adds marketing, sales and product operational methodology, as well as the...
With Marketo mega-deal, Adobe’s reach just got a whole lot wider
At least one analyst said the acquisition "fundamentally resets the competitive playing field” for B2B martech buyers and...
Adobe to acquire Marketo for $4.75 billion
After Reuters reported last week a deal was in the works, the two companies confirmed the acquisition on...
Salesforce adds more intelligence with Datorama purchase
The AI-powered marketing analytics platform will help the CRM leader generate insights from multiple data...
Acxiom sells Marketing Solutions division to Interpublic, readies LiveRamp
As personal data for ad targeting becomes increasingly burdened with consent and other conditions, time will tell if Interpublic has made a good...
AT&T buys ad exchange AppNexus
Following the Time Warner purchase, this new acquisition positions the telco as a content and programmatic advertising...
Outbrain acquires UI optimizer AdNgin to provide personalized, interest-based recommendations
This the sixth in a string of acquisitions the company says will enhance the reader...
Marketo buys Bizible, adds ‘deeper attribution’ to its engagement platform
The move gives marketers the ability to track the buyer journey across all activation...
Brandwatch adds more content intelligence by buying BuzzSumo
The UK-based social monitoring company is broadening its ability to offer insights about what topics, questions and influencers are...
RhythmOne buys YuMe for $185 million
The combined programmatic ad exchange RhythmOne plus video ad platform YuMe will reach about 220 million visitors...
Snap acquires Placed to better measure in-app ads to in-store sales
Placed is able to attribute brand’s digital, TV and out-of-home campaigns to store visits and in-store...
Eye-tracker Tobii acquires fellow eye-tracker Sticky
Lab-based eye-tracker Tobii buys the webcam-based Sticky so it can offer large consumer panels as well as focused test...
TapClicks buys Raven Tools
The combined firms say they are now the only reporting platform for multiple marketing tools that covers all company...
ColorTV adds search to its OTT services with purchase of Guidebox
The acquisition means that ColorTV now can use search results to focus its program recommendations or content promotion for online TV...
Marketo acquires sales engagement tool ToutApp
The acquisition overlaps with some of Marketo’s capabilities but signals a greater effort to bring sales and marketing departments...
Oracle adds ad verification to its data wheelhouse by acquiring Moat
The tech giant can now see data about both ad targeting and ad...
Optimizely buys Experiment Engine for its optimization tools
Experiment Engine was built on the Optimizely platform, and its purchase reinforces Optimizely’s positioning as a facilitator of experiments...