The past year might have seemed like 2020 redux.
In programmatic media, 2021 has brought a world of modification.
Ad tech and mobile marketing companies flooded the stock market, and already-public companies, including Magnite, Digital Turbine and Media and Games Invest (MGI), which owns the advertisement tech organization Verve Group, have actually become active consolidators.
AdExchanger had a look at some of the offers and classifications that fueled an M&A frenzy this year.
The CTV SSPLegacy SSPs have actually been on years-long combination sprees.
In 2015, Rubicon Project and Telaria combined to form Magnite. In 2021, that momentum continued with a $1.17 billion offer for SpotX, which was formerly owned by the European broadcaster RTL Group, and a $31 million acquisition of the television and video ad server SpringServe.
The billion-dollar SpotX assessment is quadruple what RTL spent for the business in 2017.

Advertisement servers are the source of reconciliation information, indicating they decide whether ads were served or noticeable and whether marketers should pay for an impression. Walled gardens can often get away with bundling an advertisement server and grading their own homework, open programmatic companies typically might not.
Important Advertisement Science went public in June following its acquisition of programmatic payments auditing service Amino Payments previously in the year. After hitting the public market and including money to its balance sheet, IAS dropped $220 million to purchase Publica, a CTV advertisement server and ad buying business. This year, AppLovin added to its advertisement tech arsenal with two deals worth approximately $1 billion a piece: mobile measurement company Adjust in February and an unexpected move in October to take mobile ad exchange MoPub off Twitters hands.

Before the rebrand, Taptica purchased ad exchange RhythmOne for $176 million. This year, the company obtained Spearad, a CTV advertisement server.
Historically, DSPs and SSPs have been kept separate from advertisement server services. Advertisement servers are the source of reconciliation information, meaning they decide whether advertisements were served or visible and whether advertisers ought to pay for an impression. Although walled gardens can often get away with bundling an advertisement server and grading their own homework, open programmatic business normally could not.
SSPs require an ad server for CTV.
Television campaigns are planned weeks ahead of time and require more complicated ad-serving decisions. Brands with upfront deals may have guaranteed rates, while other brand names might have been guaranteed reach among a particular market, say, 18 to 35-year-old men in Chicago.
An ad server becomes a necessary component for the SSP and exchange to understand whether to bid programmatically or default to a direct ensured offer.
” We think video is strong enough to put our efforts into that one aspect,” Tremor CEO Ofer Druker told AdExchanger last year. “Were investing all of our resources there and believing 2 or three years ahead, when I think well recall and state this was clearly the winning format.”
The verification suppliers
Advertisement verification companies, which determine whether advertisements were viewable, brand name safe and seen by humans instead of bots, have been consolidators as well.
DoubleVerify IPO d in April of this year and a few months later got German confirmation and measurement startup Meetrics. In November, DoubleVerify dropped $150 million to buy OpenSlate, a contextual targeting business.
Important Ad Science went public in June following its acquisition of programmatic payments auditing service Amino Payments earlier in the year. After including and hitting the public market cash to its balance sheet, IAS dropped $220 million to buy Publica, a CTV advertisement server and ad purchasing company. Last month, IAS closed its third acquisition of the year for the contextual advertising business ADmantX.
IASs acquisition of Publica was among the more fascinating offers of the year– not due to the fact that it was a large deal, but since Publica in fact buys ads. For the very first time, an ad verification business owns a service that purchases media, setting the stage for possibly uncomfortable circumstances if IAS confirmation information is used to identify the value of Publica-served projects.
Last up, reward points for Human, formerly White Ops, a scams and verification business that was obtained by Goldman Sachs in December 2020.
Material recommendation debt consolidation
Taboola and Outbrain, the two leaders in content suggestion, initially started doing the merger dance in 2019, with plans to integrate into one dominant gamer in the classification. In 2020, that deal was kiboshed, in part associated to issues from the British competition regulator.
Not to let moss grow, both companies went public in July of this year.
Outbrain raised $160 million for its IPO, some of which it spent to obtain Swiss contextual video marketing start-up Video Intelligence AG in November.Following its own IPO, Taboola made a splashy $800 million acquisition of Connexity, a leader in ecommerce affiliate marketing
Performance marketing.
The fugitive hunter of the mobile market have actually also been purchasing up scale and full-funnel capabilities this year to assist trigger everything from app memberships, installs and purchases to flights, travel reservations and hotel stays.
System1 revealed its intent to go public this year by means of SPAC, combining with an already-public shell business, in this case owned by the well-known financier Bill Foley.
System1 was currently an aggressive acquirer before its proposed SPAC merger. The business owns a collection of early internet media assets: MapQuest, Info.com, HowStuffWorks and CarsGenius. Earlier this month, it obtained RoadWarrior, a route-planning app.
The mobile acquisition company ironSource, however, had perhaps the busiest year of M&A. The business IPO d in June with a SPAC merger after obtaining in-app money making analytics start-up Soomla and innovative developer item Luna Labs. Following its IPO, ironSource closed back-to-back offers in October for app monetization business Bidalgo and Tapjoy.
Although Digital Turbine IPO d in 2014, it was another six years prior to its next acquisition, which was for the mobile telco data company Mobile Posse. But this year the deal making has actually been breakneck.
Digital Turbine invested $400 million to choose up AdColony; $22.5 million for in-app customization tech provider Triapodi (also known as Appreciate) and $600 million for app monetization platform Fyber, the “cherry on the top” of Digital Turbines overarching advertisement tech strategy.
Mobile video game on
Mobile video game developers have started to monetize their networks and user bases more like walled gardens– with self-reported metrics and first-party information such as sales or installs.
The leader in the classification is AppLovin. In 2020, AppLovin made waves with its acquisition of Machine Zone, a significant video game developer. This year, AppLovin contributed to its ad tech toolbox with 2 deals worth approximately $1 billion a piece: mobile measurement company Adjust in February and an unexpected relocation in October to take mobile ad exchange MoPub off Twitters hands.
AppLovin likewise went public this year.
Its not the just active acquirer integrating mobile games and ad tech.
German holding company MGI created an advertisement tech subsidiary called Verve Group in 2020 after buying place data business Verve.
In January 2021, Verve Group acquired mobile video advertisement platform LKQD from Nexstar. In July, Verve Group snapped up Smaato for $170 million. The DSP Match2One was included to the mix in October.

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