Identity 2025 was a huge success, with 750 registrants tuning in to explore the latest trends and innovations in the digital identity space. If you missed the virtual event, you can still catch up by watching the full recording on demand here or following along with our new blog series, which kicks off with this post on the session exploring M&A trends in adtech. 

The session featured insights from Sanja Partalo, Co-Founder and General Partner at S4S Ventures, Eric Franchi, General Partner at Aperiam Ventures, Nick MacShane, Founder of Progress Partners & Progress Ventures, and was moderated by Tom Triscari, Senior Advisor at Landmark Ventures.

The panel discussed the ongoing evolution of mergers and acquisitions in adtech, with a focus on how AI is increasingly shaping the market. AI has become an integral part of many adtech deals, either as a core component of new solutions or as a tool to enhance existing capabilities. The panelists noted that while AI holds great potential, companies should be cautious and ensure they fully understand its implications before making significant investments.

The conversation also explored the trend of strategic M&A, with companies seeking acquisitions to innovate and enter new markets. In particular, larger companies are turning to M&A as a way to stay competitive, break into new markets, and future-proof their businesses.

Additionally, the session touched on the shifting dynamics of M&A in adtech, where deals are taking longer to close and companies are being sold earlier in their life cycles. The panelists highlighted how this is shaping the future of the industry and the factors influencing the decision-making process.

To dive deeper into the future of M&A in Adtech, watch the full session recording and get expert insights into the current trends and predictions that will shape the industry in the coming years.

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