Capstone Headwaters has released its March 2021 Marketing Services Industry Update, available for free download below.

The rise in e-commerce, social media, and digital news has driven shifts in marketing and advertising to digital channels, accelerating the Marketing Technology (MarTech) and Advertising Technology (AdTech) segments. MarTech and AdTech’s emersion in the space has created competitive advantages over traditional marketing services providers, offering precise marketing solutions coupled with tracking real-time analytics for active campaigns.  The sector has fostered significant investment appetite, positioning MarTech and AdTech firms as highly attractive targets for mergers and acquisitions (M&A) among strategic and private equity (PE) buyers.  

Report highlights include:

• As public markets rally around the digitization of the industry, initial public offerings (IPOs) from technology-based providers are expected to rise as a means of attaining additional capital to accelerate technological advancements.
• Due to the array of digital mediums, buyers specifically targeted programmatic MarTech and AdTech software providers to monetize content across multiple formats, resulting in the resurgence of M&A activity in 2021.
• Consumer privacy rights have been enhanced due to the industry’s expansion, forcing marketing analytics providers to adopt first-party identity management solutions as opposed to the use of third-party cookies.  

To learn more about the contents of the report, please reach out to Bob Balaban or Jordan Houtz.  

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