Advertising technology rebounds with record year

A record number of advertising and marketing technology companies went public in 2021, according to a new report from LUMA Partners, a media and marketing investment firm. 

Deal volume among ad tech, marketing tech and digital media companies soared 82% year over year. 

As Axios reports, it wasn’t long ago that investors were pulling back from the ad tech industry, fearing it would crumble as the sector moved away from tracking cookies and toward privacy-focused targeting solutions.

But optimism surrounding the country’s economic recovery, inflated public market valuations and growth in streaming, gaming and e-commerce has investors more excited about ad tech today than ever before. 

A number of big deals in particular were fueled by ad tech companies expanding into e-commerce. Taboola acquired Connexity for $800 million, following its public debut. Criteo acquired Iponweb for $380 million as it continued to move away from retargeting via cookies and into e-commerce. Read the full story.