The outlook for ad tech M&A in 2025

Deal volume is tipped to rise, but who will be the winners and losers?

Mar 26, 2025 - 05:03

According to LUMA Partners’ 2024 Full Year Market Report, the digital media and marketing ecosystem experienced a 13% annual increase in overall mergers and acquisitions compared to the previous year.

Specifically, the ad tech sector saw a notable 73% rise in deal volume during this period, and per the Q1 deal flow this year, that trend looks set to continue. Some have even tipped a return of initial public offerings in the space in 2025.

But what kind of mergers and acquisitions will keep corporate development execs busy in the coming months: distressed exits or frothy returns, and who will be in market?

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.