24 AdTech transitions in 2025
Companies acquired, rebranded, merged, or shut down in 2025.
Fourteen AdTech industry transitions occurred in 2025, with nine acquisitions, two rebrands, one merger, and two shutdowns. Notable closures included Amazon Freevee and Meta Spark AR, while Apple Search Ads and GroupM underwent rebranding. GroupM emerged as the most connected entity with 55 industry connections.
Acquired by Banzai International · 2025
Act-On is a marketing automation platform designed for mid-market businesses, offering tools for email marketing, lead nurturing, and campai…
Acquired by Databricks · 2025
AI-powered data migration platform (especially for Snowflake/Teradata to Databricks).
Foxtel is Australia's leading subscription television and streaming provider, offering premium content across sport, entertainment, and news…
Acquired by Databricks · 2025
Postgres + analytics extension.
Promoted was a B2B technology company that built white-label advertising infrastructure for online marketplaces and e-commerce platforms, ha…
Acquired by Supermetrics · 2025
Relay42 was a customer data platform (CDP) and journey orchestration provider that enabled marketers to unify customer data and deliver pers…
Acquired by Snowflake · 2025
Select Star is an automated data discovery and intelligence platform that helps organizations understand their data lineage, usage, and rela…
Splicky was a real-time bidding (RTB) demand-side platform (DSP) specializing in mobile advertising, enabling advertisers to programmaticall…
Acquired by Magnite · 2025
Streamr.ai was an AI-powered streaming analytics and audience intelligence platform designed to help media companies and advertisers optimiz…
Acquired by Roq.ad · 2025
Zeotap Data is the third-party audience-data arm divested from Zeotap to Roqad on Sept 2 2025 (undisclosed terms).
Became Apple Ads · 2025
Apple Search Ads, now rebranded as Apple Ads, was Apple's native App Store advertising platform that evolved from a single-placement search …
Became Comcast Advertising · 2025
Effectv was Comcast Cable's advertising sales division, formed when Comcast Spotlight was renamed in November 2019.
GroupM, now rebranded as WPP Media, was a U.S.-based media business owned by the multinational holding company WPP plc and was the world's l…
Became JWX · 2025
JWP Connatix is the merged entity formed October 9, 2024 from JW Player + Connatix.
Merged into Prime Video · 2025
Amazon Freevee was a free, ad-supported streaming service — originally launched as IMDb TV — that operated as a standalone product within Am…
Hakuhodo DY Media Partners is an integrated media company formed by consolidating the media operations of three advertising agencies — Hakuh…
Merged into Paramount Skydance · 2025
Independent media company founded by David Ellison in 2010.
Shut down · 2025
Coull was a UK-based video advertising technology company that enabled publishers and advertisers to place interactive, clickable ads within…
Shut down · 2025
Card-linked offer platform that provided automated cashback rewards to consumers when they shopped at participating merchants using their li…
Shut down · 2025
Edgio is a global edge-enabled software platform spanning content delivery, web applications, and edge video.
Shut down · 2025
Meta Spark AR was Meta's augmented reality platform that enabled creators and brands to build immersive AR effects for Instagram and Faceboo…
Shut down · 2025
Google’s 2019–2025 program to replace third-party cookies with privacy-preserving APIs.
Shut down · 2025
Privacy Sandbox API (formerly FLEDGE) for on-device remarketing auctions.
Shut down · 2025
Privacy Sandbox API that exposed broad interest topics inferred on-device from browsing.