10 Martech Acquisitions That Shaped 2025
As marketing technology stacks grow more complex, 2025 became the year consolidation turned strategic. From data intelligence to AI-driven personalisation, these acquisitions reshaped how enterprises think about scale, speed, and competitive advantage across the martech ecosystem.
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The year marked more than routine martech deal-making; it represented a clear inflexion point for the industry. In 2025, the Martech market was expected to surpass $800 billion, underscoring both its complexity & its central role in enterprise growth.
Throughout the year, marketing stacks became more fragmented while AI moved decisively from experimentation into everyday execution. In response, consolidation evolved from a pursuit of scale into a strategic necessity.
The acquisitions made one thing clear: real value is being built where data, intelligence, and execution converge.
Companies that focused on connecting these elements, enabling AI-driven decision-making, and building resilient, interoperable systems were setting the stage for long-term competitive advantage.
IAS Acquired by Novacap for $1.9 Billion
In December, Integral Ad Science (IAS) was acquired by Novacap in an all-cash transaction valued at $1.9 billion, positioning IAS for further growth as it continues to invest in AI-first technology.
With Novacap’s support, IAS will access new resources to achieve its strategic goals and strengthen its position as a global benchmark in digital media quality.
Lisa Utzschneider, CEO of IAS, said, “Our AI-powered platform is already setting the standard for trust and transparency in digital media quality and, with Novacap, we will be well-positioned to move even faster to deliver breakthrough solutions that help brands succeed in a complex digital world.”
Samuel Nasso, Partner at Novacap, said, “We look forward to partnering closely with IAS to accelerate its pace of innovation to deliver even more powerful advertising solutions for customers around the world.”
Salesforce Signs Definitive Agreement to Acquire Qualified
In December, Salesforce signed a definitive agreement to acquire Qualified. Bringing Qualified into the Salesforce ecosystem will allow customers to quickly deploy fully-featured marketing agents that autonomously generate a pipeline.
Qualified’s capabilities will enable Salesforce to offer a more comprehensive agentic marketing solution, further reinforcing its commitment to helping companies become agentic enterprises.
Steve Fisher, President and Chief Product Officer, Salesforce, said, “By integrating Qualified’s agentic marketing expertise into Agentforce, we will enhance our ability to offer autonomous pipeline generation and empower our customers to scale their revenue teams with agent-first solutions that drive efficient growth.”
Kraig Swensrud, CEO and Co-Founder of Qualified, said, “Joining forces with Salesforce is a natural evolution that will allow us to bring the power of agentic marketing to the enterprise.”
Thoma Bravo Acquires Verint for $2 billion
In December, Thoma Bravo completed the acquisition of Verint in an all-cash transaction reflecting an enterprise value of $2 billion. Verint will be combined with Calabrio to form a single company, creating a leading provider of CX automation solutions serving a market valued at over $50 billion.
Together, they will offer an expansive portfolio to advance the critical priorities of CX organisations across the size and complexity spectrum. The combination will create more opportunities for companies to quickly achieve business outcomes in their interactions with customers.
Dave Rhodes, Calabrio CEO, said, “Together, Calabrio and Verint will bring a powerful set of products to accelerate a shared vision: delivering an AI-powered, open CX-platform to customers who are focused on driving strong business outcomes in their operations.”
Mike Hoffmann, a Partner at Thoma Bravo, said, “We have been active in the CX space for many years and are excited to bring these two companies together to lead more innovation and growth in the category.”
Dan Bodner, Chairman and CEO, Verint, said, “I am proud of our CX automation category leadership and the tremendous value our AI-powered solutions have delivered to leading brands around the world.”
Adobe to Acquire Semrush for $1.9 Billion
In November, Adobe entered into an agreement to acquire Semrush, representing a total equity value of approximately $1.9 billion. GenAI platforms are already driving shifts in consumer behaviour.
New data from Adobe Analytics showed that traffic from generative AI sources to US retail sites increased by 1,200% year-over-year in October.
Together, they will deliver a comprehensive solution that gives marketers a holistic understanding of how their brands appear across owned channels, LLMs, traditional search and the wider web.
Anil Chakravarthy, President of Adobe’s Digital Experience Business, said, “Brand visibility is being reshaped by generative AI, and brands that don’t embrace this new opportunity risk losing relevance and revenue.”
Bill Wagner, Chief Executive Officer of Semrush, said, “With the advent of LLMs and AI-driven search, brands need to understand where and how their customers are engaging in these new channels.”
Omnicom Completes Acquisition of IPG
In November, Omnicom completed the acquisition of The Interpublic Group (IPG) of Companies, Inc. The combination creates a marketing and sales company built for intelligent growth in the next era.
The new Omnicom unites the most comprehensive and connected portfolio of capabilities, all powered by Omni, its advanced intelligence platform. It reimagines how data, creativity, and technology combine with exceptional talent to help clients address their most critical growth priorities.
John Wren, Chairman and CEO of Omnicom, said, “With the completion of the deal, Omnicom is setting a new standard for modern marketing and sales leadership — creating stronger brands, delivering superior business outcomes, and driving sustainable growth.”
Capgemini to Acquire WNS for $3.3 Billion
Capgemini entered into an agreement to acquire WNS for a total cash consideration of $3.3 billion. Announced in July, the transaction is expected to enhance Capgemini’s position in the Digital Business Process Services (BPS) space by combining horizontal and industry-specific capabilities across a global footprint.
The integration of WNS & Capgemini’s complementary services and client bases is likely to create immediate cross-selling opportunities. It also provides a platform for developing capabilities to address the growing demand in the Intelligent Operations market.
Aiman Ezzat, Chief Executive Officer of Capgemini, said, “Capgemini’s acquisition of WNS will provide the Group with the scale and vertical sector expertise to capture that rapidly emerging strategic opportunity created by the paradigm shift from traditional BPS to Agentic AI-powered Intelligent Operations.”
Keshav R. Murugesh, Chief Executive Officer of WNS, said, “Organisations that have already digitised are now seeking to reimagine their operating models by embedding AI at the core—shifting from automation to autonomy.”
Movable Ink Announces Agreement to be Acquired by STG
Earlier in June, Movable Ink announced an agreement to be acquired by private equity firm STG in a move that reinforces the growing importance of AI-powered personalisation within enterprise marketing stacks.
STG’s investment follows Movable Ink winning more than 100 new enterprise customers over the past year across its products, Studio and Da Vinci — an AI orchestration engine — as well as the recent debut of its Autonomous Marketing capabilities at the company’s annual Think Summit.
Vivek Sharma, CEO & Co-Founder of Movable Ink, said, “With the power of AI, Autonomous Marketing takes that a step further, redefining how marketers work and unlocking new levels of performance, deeper insights, and greater financial impact.”
J.T. Treadwell, Managing Director at STG, said, “As the world increasingly shifts towards more personalisation with more AI content, we believe this combination of superior technical innovation and customer-centricity will serve them well, and we are excited to partner with them on the road ahead.”
Salesforce Signs Definitive Agreement to Acquire Informatica
Salesforce signed a definitive agreement to acquire Informatica in a deal valued at approximately $8 billion in equity, net of Salesforce’s existing investment in the company. Announced in May, the acquisition underscores Salesforce’s focus on strengthening its data foundation to support enterprise-scale AI.
The combination brings Informatica’s capabilities in data cataloguing, integration, governance, quality, privacy, metadata management, and Master Data Management (MDM) into the Salesforce platform.
Together, the companies aim to create a unified framework that enables AI agents to be deployed reliably and at scale across complex enterprise environments.
Steve Fisher, President and Chief Technology Officer, Salesforce, said, “Truly autonomous, trustworthy AI agents need the most comprehensive understanding of their data. The combination of Informatica’s advanced catalogue and metadata capabilities with our Agentforce platform delivers exactly this.”
Amit Walia, CEO of Informatica, said, “We have a shared vision for how we can help organisations harness the full value of their data in the AI era.”
WPP Acquires InfoSum for $150 Million
Earlier in April, WPP announced the acquisition of InfoSum. As part of the deal, InfoSum will join GroupM, WPP’s media investment arm, where it will support the development of AI-enabled marketing solutions for clients.
By integrating InfoSum’s capabilities with WPP Open – WPP’s intelligent marketing operating system – WPP clients can unlock the full potential of their customer data, enriched through advanced AI, safely.
Mark Read, CEO of WPP, said, “Bringing InfoSum into WPP is a major step forward for our data capabilities and the results we can deliver for our clients.”
Brian Lesser, CEO of GroupM, said, “As more and more clients leverage our AI-first solutions, every client model, every audience, and every campaign will benefit from network effects that will exponentially increase their intelligence and competitive advantage.”
Lauren Wetzel, CEO of InfoSum, said, “InfoSum’s mission has always been to reimagine how data powers marketing in a secure, privacy-first, and, most importantly, impactful way for advertisers and consumers. WPP and GroupM are the perfect partners to help us accelerate our impact on a truly global scale”
Braze to Acquire OfferFit for $325M
In March, Braze entered into an agreement to acquire OfferFit for $325 million. The move builds on Braze’s September 2024 announcement outlining its vision for agentic AI in customer engagement, including the development of Project Catalyst, a native AI agent designed to support more relevant Journeys, content, and incentives.
Once completed, the acquisition will allow Braze to integrate OfferFit’s multi-agent decisioning approach into its platform, while combining expertise from both teams to advance experimentation and deliver more precise 1:1 personalisation across the customer lifecycle.
Bill Magnuson, Co-Founder and CEO of Braze, said, “With Braze’s planned acquisition of OfferFit, our complementary products and teams will come together to define the next chapter of the evolution of Customer Engagement with AI.”
George Khachatryan, Co-Founder & CEO of OfferFit. “Like Braze, OfferFit was built to apply advanced technology to the hardest problems that marketers face… OfferFit replaces the manual work of A/B testing with reinforcement learning agents that autonomously experiment and learn optimal actions.”
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