Ad tech and marketing M&A hit 469 deals in 2025. If your agency or SEO tool changes owners, here's what to protect, what to measure, and what to put in writing.
Key takeaways
- LUMA Partners counted 469 ad tech and marketing M&A deals in 2025, up 13%, with 53 deals worth over $100 million.
- Big moves include Omnicom's roughly $13 billion purchase of Interpublic and Adobe's $1.9 billion deal for SEO platform Semrush.
- Clients feel a deal through changes in their team, reports, and priorities. The new owner's name matters far less.
- AI search work is especially easy to lose, because prompt tracking, citation history, and schema decisions often live only in the agency's tools.
- Keep your own copies of data and decisions, compare results before and after, and add change-of-control terms to contracts.
📖 Read the full guide on Van Data Team → Marketing Agency Acquisition: What Clients Should Protect
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