Why non-internet companies are buying into adtech

▤ Summary

It’s clear much of this deal activity is about industry consolidation, with giants like Google and Facebook (and before their own buyouts — AOL and Yahoo) buying up small or medium-sized firms to bolster or establish their own audience, round out their tech stack or neutralize potential threats. In addition, Telenor, the main telecom company in Norway, acquired Tapad, a cross-device retargeting solution, to help it better understand its users’ behavior. In 2014, WalmartLabs purchased Stylr, a fashion app that pulls inventory from local stores to help customers find clothes they love, and then Adchemy, an e-commerce technology company. Specifically, the online travel provider is using Qlika’s algorithm to optimize their advertising — which includes personalized messaging, ad targeting and keyword bidding — based on micro-locations. The company is moving aggressively because they’ve recognized a huge opportunity in digital marketing, and because they’re focused on transitioning swiftly from hardware to cloud-based analytics.

▦ Linked Companies

Oracle

$1B+