ad technology

A History of Ad Tech Acquisitions

Updated: Nov 8, 2016

Today I’m publishing a list of over eight hundred ad technology acquisitions as a resource going forward. You can read more about the methodology on how I decide what to include and what not to include on that page, but I will be keeping it up to date moving forward, adding companies each week as transactions happen.

Pulling this list together was a ton of work, but now that I have it, we can do all kinds of interesting analysis on the trends we’ve seen over the past 15+ years.

Overall Trends

No surprises here, there’s been an explosion of acquisitions as the market has grown and capital has been cheap.  Entirely new sectors were created during this timeframe; remember – there was no such thing as mobile ad tech in 2000, no such thing as video ad tech in 2002, no such thing as social ad tech in 2004.

ad tech acquisitions graph

The First Ad Tech Acquisition – LinkExchange

So far as I can tell from my research, Microsoft’s $265 million dollar purchase of LinkExchange was the very first ad tech acquisition – nearly 17 years ago! LinkExchange was the very first ad network model and figured out how to monetize the then-popular concept of a web-ring. For all you whipper-snappers out there, a web-ring is a cooperative effort by many publishers to link to each others’ sites in hopes of driving traffic. Usually, they popped up in common niches, so people who had a site about robotics, or space travel, or nature photography, or the New York Yankees would all put links to other related sites. LinkExchange figured out how to build a business off that concept by allowing publishers to promote their own site across a huge web-ring in exchange for serving paid, promotional links from LinkExchange every so often.  This was good for publishers because it gave them greater exposure, and was good for LinkExchange because it enabled them to create a platform that could reach a very large percent of the internet for advertisers.

LinkExchange is also notable because it was founded by Tony Hsieh, who went on to future greatness as a thought-leader in office culture, and the founder of Zappos which he sold to Amazon ten years after LinkExchange.

Early Years (1998 – 2007)

The early years of ad tech acquisitions are not well documented, so frankly I feel less good about my data, but the dot-com bubble that collapsed in March of 2000 likely put a damper on any significant transactions.  One that just squeaked by though was the NetGravity purchase by DoubleClick for a massive $530 million in 1999.   (more…)