Marketing and Advertising Industry Report 2024 Review
M&A Commentary: In 2024, M&A transaction activity in the marketing and advertising industry posted a 7% increase in global deal activity when compared with 2023 and 25% decline in global activity since 2021 highs. US activity relatively reflected the global markets with a 6% increase and 30% decrease in the corresponding metrics. Notable deals during the period include: Publicis Groupe’s estimated $1B acquisition of Influential, a developer of a social media influencer marketing platform; Lectra’s, a fashion company, acquisition of majority shares in Launch metrics, a SaaS fashion marketing platform, for $340M; and Novacap’s, a North American private equity firm, acquisition of AdTheorent, a programmatic advertiser, for $324M. These large deals all indicate a shift in market behavior towards software centric marketing and advertising solutions during the 2024 calendar year.
