Mar Tech and Data Dominated M&A in 2018 as Traditional Agency Acquisitions Slowed

Adobe was the top global spender, according to R3 report

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.