2021 was given you by the letters M&A.
After a pandemic-induced lull in offer activity in 2020, in 2015 was wall-to-wall combination across the media and marketing technology sectors.
Overall deal-making activity in 2021 was up more than 82% year over year, according to LUMAs 2021 market report released last week.
And you can anticipate more to come in 2022, stated Conor McKenna, a director at LUMA.
” Based on the discussions were having and the announcements youre already seeing in the market, it does not seem like were decreasing anytime quickly,” McKenna said.
The brand-new year is less than two weeks old, and weve already seen acquisitions by Integral Ad Science (of French contextual marketing start-up Context), Smartly.io (of London-based Google advertising professional Ad-Lib. io) and Magnite (of cryptographic audience data start-up Nth Party).
On Monday, T-Mobile obtained rideshare ad network Octopus Interactive.

The 2 main categories fueling offer activity
Most of M&An occurring throughout media, marketing and ad tech falls into 6 primary buckets: mobile apps, information and identity, commerce media, audio, the ongoing maturation of the programmatic environment and, naturally, linked (or, as LUMA likes to refer to it, “convergent”) TV.
It was mobile apps and CTV that spurred some of the most significant offers in 2021.
App attack
On the app front, “individuals finally concerned understand that gaming is a big space with massive development that creates a lots of consumer attention,” McKenna said. “And a great deal of that engagement is driven by ad-supported models.”
AppLovin is the most significant example of mobile advertisement tech making good. The business has been on a content-buying spree–( see its 2020 acquisition of Machine Zone)– and an advertisement tech buying spree.
AppLovin invested approximately $1 billion each in 2021 to acquire mobile measurement platform Adjust in February and mobile ad exchange MoPub from Twitter in October.
In the midst of all that offer activity, AppLovin went public in mid-April.
” Were seeing mobile ad tech business constructing themselves into massive entities and actually starting to bulk up,” McKenna said.
In addition to AppLovin, ironSource went public in June, and Digital Turbine, already a public company, made three ad tech acquisitions in quick succession in 2015: AdColony in February followed by mobile DSP Appreciate and app monetization platform Fyber in March.
” Similar to CTV, the growth were seeing in the mobile app community is constructed on consumer trends that are not disappearing, which is producing a big chance in regards to marketing and money making,” McKenna stated. “The landscape likewise continues to shift, as weve seen with the IDFA, and when companies need to move quickly, they will frequently turn to M&A.”.
CTV consumes the world.
The requirement to move quickly is likewise one of the main factors driving the breakneck pace of offer activity in the CTV ecosystem.
” SVOD, AVOD, FAST– however you wish to cut it, CTV is proliferating, and a lot of that development is accruing to the advertising side of things,” McKenna stated.
Subscription video as needed (SVOD) generated a great deal of the initial development in streaming. However as CTV grows, subscription tiredness is causing an embrace of ad-supported streaming material– and investors and analysts are taking notice, he stated.
As advertisement tech companies struck the public market over the past year, “CTV entered into the needed narrative,” McKenna said.
Which pleads the question of whether a few of the enjoyment around CTV is actually simply buzz in disguise.
At the start of 2021, tech stocks were exceptionally frothy, and it sufficed to merely mention “CTV” on an incomes call to indulge in the channels shown radiance.
However thats no longer the case, McKenna said. The marketplace has actually started to grow up.
” Some of that shine and sheen you d get simply from stating CTV without being able to back it up with results is over,” he stated. “Companies have had three or 4 quarters to grow, investors have actually gotten smarter and experts are asking the best questions– therefore business are being evaluated on their capabilities and their outcomes rather than just talking with talk.”.
And in order to get those abilities quickly, public companies in particular are utilizing their multiples to grow inorganically. Simply take a look at Magnite, with its acquisitions of SpotX and SpringServe; Blackstones bulk stake in Simpli.fi; and Integral Ad Sciences purchase of Publica.
” Theres still a lot modification on the horizon that were not even close to the end when it pertains to CTV– and its still just a fraction of direct ad invest today,” McKenna said.