The advent of digital, mobile and big data technologies is causing dramatic changes in the advertising industry. Advertising/Marketing/Customer Relationship Managaement has now become a “CEO” level strategic issue driven by solid business strategies and innovation. It no longer represents simple “tactical” spending on which TV program to advertise on and/or how to figure out which 50% of the marketing spend is accountable. CMOs must work harder to understand technology & its uses for marketing. The days of delegating this to the CTO are over. This report examines a number of key trends in the AdTech industry for 2016 and beyond, including: increasing digital ad spending, strength of programmatic buying, mobility and consumer behavior, scale and industry domination, in-house capabilities, and ad blocking. The report also examines trends driving transaction activity in the space with a selection of recent M&A, IPO, and private placement transactions.
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