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In fact, between the third quarter of 2020 and the third quarter of 2021, there was a 125% increase in M&A activity for adtech platforms, including several high-profile deals in 2021 like Mediaocean’s acquisition of Flashtalking for $500 million and AdTheorent’s $1 billion SPAC deal to go public.
Advertisers : Over 1,200 advertisers activate first-party data with the ID. Over 2,000 advertisers placed ads where Yahoo ConnectID was enabled as of December 2021. In September 2021, private equity firm Apollo Management Group acquired a 90% stake in Verizon Media and changed its name back to Yahoo. Yahoo owns ConnectID.
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Such tools like programmatic demand-sideplatforms can use hundreds of targeting signals to individualize the advertisement and even target according to lifestyle or behavior habits when integrated with customer data platforms.”
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