‘Too many players, not enough choice’: What’s driving ad tech consolidation

Ad tech consolidation is nothing new, it’s just becoming more brutal.

The recent string of acquisitions at the top end of the market: AppNexus’ $1.6 billion sale to AT&T, Grapeshot’s and Moat’s sale to Oracle, for a reported $325 million and $850, respectively, show big ad tech exits haven’t yet peaked. Yet for smaller players that lack uniqueness, the likelihood of getting the kind of exit once expected in the boom times five years ago is looking thinner, according to ad tech executives. And industry executives believe the time is up for those companies that have failed to prove they add any value in the supply chain.

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