The Luma Partners' "2024 Full Year Market Report" reveals a substantial rise in mergers and acquisitions across various sectors, particularly martech, with 414 deals recorded in 2024—marking the highest activity in at least five years. This represents a 13% increase compared to 2023 and surpasses 2022’s figures. Significant deals included the long-awaited merger between Kroger and Albertsons, and a notable merger between Omnicom and Interpublic Group to form the largest advertising entity. This report encourages marketing leaders to harness the favorable climate for strategic acquisitions.
2024 saw the highest number of martech, digital content, and ad tech deals in at least five years, indicating a growing trend in M&A across the industry.
Marketing tech startups can leverage this data to justify acquisition timelines, harnessing the growing interest in deal-making as a strategic advantage.
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