22 AdTech transitions in 2020
Companies acquired, rebranded, merged, or shut down in 2020.
The AdTech industry saw 22 major transitions in 2020, with acquisitions dominating the landscape at 13 deals, followed by 4 rebrands and 3 mergers. Notable shutdowns included DigiTrust and TopBuzz, while companies like BounceX, Cadreon, and Dentsu Aegis Network underwent rebranding. Segment.io emerged as the most connected entity in the sector with 273 connections.
Acquired by Smartsheet · 2020
A digital asset management platform that helps organizations centralize, organize, and distribute brand assets and creative content.
Dataguise was a data security and privacy company specializing in sensitive data discovery, masking, and protection across enterprise enviro…
Emarsys is an omnichannel customer engagement platform that enables personalized marketing automation across email, mobile, social, and web …
Empyr is a card-linking and loyalty platform that bridges online and offline commerce.
Acquired by Demandbase · 2020
Engagio was an account-based marketing (ABM) platform that helped B2B companies orchestrate and measure multi-channel engagement with target…
Letgo was a popular mobile classifieds marketplace for buying and selling secondhand goods locally, which merged with OfferUp in 2020 to for…
Acquired by Upland Software · 2020
Localytics was a mobile engagement and analytics platform that helped brands understand user behavior and deliver personalized in-app experi…
Acquired by Tripledot Studios · 2020
Mobile gaming studio (Game of War, Mobile Strike, Final Fantasy XV).
Acquired by Automattic · 2020
MailPoet is a WordPress-native email marketing plugin that enables businesses to create, send, and automate email campaigns directly from th…
Acquired by Partnerize · 2020
PepperJam is a performance-based affiliate marketing network and technology platform that connects advertisers with publishers to drive meas…
Acquired by Twilio · 2020
Segment.io is a customer data platform (CDP) that handles data governance, data integration, and audience management in a single service, no…
Acquired by Zeta Global · 2020
Marketing automation and customer engagement platform that was acquired by CM Group (now Marigold) in 2019, specializing in omnichannel pers…
Acquired by Wunderkind · 2020
SmarterHQ was a personalization and customer data platform that enabled brands to deliver individualized marketing experiences across channe…
Became Wunderkind · 2020
BounceX (now Wunderkind) is a behavioral marketing platform that identifies anonymous website visitors and delivers personalized, triggered …
Became Matterkind · 2020
Cadreon, now operating as Matterkind, was IPG Mediabrands' ad tech unit responsible for planning and executing programmatic buys across addr…
Became Dentsu International · 2020
Dentsu Aegis Network, now operating as Dentsu International, was a multinational media and digital marketing communications company headquar…
Became Magnite · 2020
Rubicon Project, now operating as Magnite, was an American online advertising technology firm based in Los Angeles, California, formed throu…
Telaria, now operating as Magnite, was a fully programmatic, sell-side software platform specializing in premium video and connected TV/OTT …
Merged into VML · 2020
Geometry Global was WPP's global brand activation and shopper marketing network, specializing in commerce, experiential, and promotional mar…
Shut down · 2020
DigiTrust was an IAB Tech Lab initiative that provided a standardized, privacy-focused user identity solution for digital advertising, aimin…