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Consulting firm R3’s mergers and acquisitions report for 2018 shows a rise in mar-tech and data buys and a decrease in those targeting agencies. The report’s 15 “big spenders” last year were also less traditional, with “mar-tech companies and unconventional buyers,” such as Adobe and Alibaba, leading the total 465 deals worldwide.
R3 still classified ad holding companies as active in M&A last year, but they focused more on the consolidation and reorganization of existing assets.