Deals & Moves

Salesforce agreed to acquire integration platform MuleSoft for an enterprise value of approximately $6.5 billion ($36.00 cash plus 0.0711 Salesforce shares per share), announced March 20, 2018.

Publicis Groupe completed its acquisition of Sapient Corporation for total consideration of approximately $3.7 billion on February 6, 2015 (announced November 3, 2014).

Time Inc.'s Viant acquired Adelphic, a mobile-first cross-channel programmatic advertising platform. Announced January 23 2017; integration completed by May 4 2017. Deal value undisclosed. Added self-serve mobile DSP capabilities to Viant Advertising Cloud.

TrustArc acquired privacy management vendor Nymity in November 2019; deal value undisclosed. The combined company offered integrated privacy assessment, risk management, and operational privacy program tooling. Announced 2019-11-19.

Fox Corporation acquired ad-supported streaming service Tubi for ~$440M in net cash consideration, plus up to $50M deferred over 3 years. Announced March 17 2020; closed by end of June 2020. Funded largely from sale of Fox's 5% stake in Roku. Anchored Fox's direct-to-consumer streaming strategy.

Pinterest acquired tvScientific, a connected TV performance-advertising platform. Deal subject to FTC regulatory review (≥$126.4M reporting threshold) and announced earlier; closed February 2026. tvScientific continues to operate under its own branding while being integrated into Pinterest's Performance+ AI ad products. Pinterest's first major CTV-stack acquisition.

Yahoo acquired Artifact, an AI-powered news discovery platform created by Instagram co-founders Kevin Systrom and Mike Krieger. Deal closed 2024-03-29 and was announced 2024-04-02. Financial terms undisclosed. Artifact ceased to operate as a standalone app; its personalization technology was integrated into Yahoo News.

Salesforce acquired Qualified, an agentic-AI marketing platform. Announced February 2026; completed April 1, 2026. Deal value undisclosed. Adds agentic marketing capabilities (intent data, conversational AI, meeting scheduling) to Salesforce's Agentforce stack.

Nielsen acquired Visual IQ, an industry-leading multi-touch attribution (MTA) software platform. Announced September 27, 2017; completed October 3, 2017. Deal value undisclosed. Brought Visual IQ's MTA stack into the Nielsen Marketing Cloud / Attribution offering.

Impact Radius (later impact.com) acquired ad-fraud-prevention platform Forensiq on June 14, 2016. Deal value undisclosed. Combined Forensiq's real-time fraud detection with Impact's attribution platform — pitched as the first marketing system of record with built-in fraud detection.

Dun & Bradstreet acquired Lattice Engines, a predictive analytics + customer data platform vendor. Announced June 13 2019; completed July 1 2019. Deal value undisclosed. Added predictive targeting + audience activation to D&B's commercial data platform.

Cardlytics acquired card-linked offers platform Dosh for $275 million in cash + stock. Announced March 1 2021; completed March 9 2021. Cardlytics' first acquisition in its 13-year history; expanded its consumer-side rewards footprint.

AOL acquired video-ad platform Adap.tv for ~$405 million ($331M cash + $82.5M AOL stock; ~$413.8M net of cash acquired). Announced August 7 2013; closed September 5 2013. Deal anchored AOL's programmatic video stack ahead of the Verizon acquisition.

IBM acquired cloud marketing-automation company Silverpop — a deal valued at approximately $275 million per press reports — folding it into IBM’s marketing cloud in 2014.

Oracle agreed to acquire cloud marketing firm Responsys for $27.00 per share, or approximately $1.5 billion net of cash, in a deal announced December 20, 2013.

DoubleVerify agreed to acquire Berlin-based ad-verification company Meetrics in an all-cash deal to expand its media-quality measurement footprint across EMEA.

Magnite acquired CTV ad-serving platform SpringServe for approximately $31 million on July 1, 2021, net of a prior $2 million investment.

Salesforce agreed to acquire digital commerce platform Demandware for $75.00 per share — approximately $2.8 billion net of cash — announced June 1, 2016 and closed in July 2016.

Adobe acquired commerce platform Magento Commerce for $1.68 billion in cash, with the deal completing in mid-2018 to add native commerce to Adobe Experience Cloud.

Google acquired mobile advertising network AdMob for $750 million — a deal announced in November 2009 and completed in May 2010 after FTC clearance.

Salesforce agreed to acquire Slack for $26.79 cash plus 0.0776 Salesforce shares per share — an enterprise value of approximately $27.7 billion — announced December 1, 2020 and closed July 2021.

Adobe acquired B2B marketing engagement platform Marketo for $4.75 billion, with the deal closing on October 31, 2018 to add Marketo to Adobe Experience Cloud.

Salesforce agreed to acquire marketing-cloud company ExactTarget for $33.75 per share in cash — about $2.5 billion — announced June 4, 2013 and closed July 2013.

MiQ acquired Rocket Lab — a Miami-HQ mobile app growth hub with LatAm + Spain offices — in April 2026, integrating mobile and regional data into the MiQ Sigma platform. Unrelated to Rocket Lab USA, Inc. (NASDAQ: RKLB).