It’s been yet another year of significant mergers and acquisitions in the marketing, advertising and customer technology sphere.
From Adobe’s multi-billion dollar acquisition of the industry’s best-of-breed marketing automation darling, to SAP’s Qualtrics customer and employee experience management buy, Salesforce’s whopping data visualisation investment and a bunch of private equity deals, the consolidation of the martech lumascape is showing no signs of abating – even as new entrants continue to creep into the ecosystem.
Here, CMO rounds-up what we saw to be some the biggest deals of the past 12 months.
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