Johnny Aldred Johnny Aldred Copy Editor, Performance Marketing World

Saddle up, partner: the adtech Wild West is here

Why the flurry of mergers and acquisitions we’ve seen this year shows no sign of letting up (and that’s a good thing.)

As the adtech industry continues to grow, the race is on for small firms to partner up with others who add value – and a point of difference – to their proposition, says Eric Visser, Chief Executive Officer at JustPremium, A GumGum Company

The past couple of years has provided the adtech industry with a huge amount of growth. With the population forced to go digital during the pandemic, investors began to understand its value and investment began to boom. Over the same period, the advertising industry has been working hard to ensure it can continue to target consumers with relevant ads in the privacy-centric world we now live in.