Why IBM Won’t Be Ad Tech’s Sleeping Giant for Much Longer

Agency purchases have caught marketing world's attention

For the past few years, IBM has been quietly ramping up its ad tech play, but a recent shopping spree really had digital marketers take notice. Big Blue last week picked up European interactive agencies Aperto and ecx.io—right on the heels of buying creative shop Resource/Ammirati and closing a deal for The Weather Company's data-rich digital properties. Those four acquisitions represent a panoply of online marketing capabilities—from customer experience to ad targeting.

@Chris_Heine Christopher Heine is a New York-based editor and writer.
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