The Martech Market Report · Edition 1 · Autumn 2026
One in seven tools in our catalogue changed hands since 2023.
And only 42% publish a starting price.
We researched all 464 vendors in our catalogue, including the 88 we haven't published yet: who owns each one today, what it's called now, and whether you can see what it costs before you talk to sales. Every event in this report was checked against its primary source. Research closed 11 October 2026.
- 68 products bought, merged, taken private or sold on since 2023
- 21 ownership changes in 2026 so far, up from 8 in 2023
- 34 products renamed, 5 of them for AI or agents
- 42% publish a starting price (195 of 464)
Martech acquisitions by year
Products in our catalogue that were bought, merged, taken private, sold on, or agreed to be sold, by year.
Solid: closed. Hatched: announced but not closed. *2026 runs to the close of research, 11 October 2026.
Read the early years as a floor, not a count. Our catalogue lists tools that exist today, so a tool bought and shut down in 2023 is not in it, and older deals are harder to find online. The next edition measures the same way, so the change between editions is the trend to watch.
Who is buying martech companies
Counted per product, under its current owner. A buyer that took two products counts twice.
Agency holding groups are buying the data underneath your audiences
Omnicom, WPP and Publicis Groupe now own, or have agreed to buy, identity and data-collaboration tools in our catalogue: the layer that sits under many of the stacks we see.
- Acxiom Omnicom · closed 26 Nov 2025 · source
- InfoSum WPP · closed 4 Apr 2025 · $141M · source
- Lotame Publicis Groupe · closed 6 Mar 2025 · source
- LiveRamp Publicis Groupe · announced 17 May 2026, not yet closed · $2.2B · source
And the data and information companies are doing the same
Salesforce bought three of the tools in our catalogue in under a year
- Informatica closed 18 Nov 2025 · $8.0B · source
- Contentful closed 1 Sep 2026 · $1.5B · source
- Intercom closed 10 Sep 2026 · $3.6B · source
Others came back for a second
Groups that touched more than one product in our catalogue since 2023.
Fivetran
Clearlake Capital
- Alteryx taken private by Clearlake Capital and Insight Partners · closed 19 Mar 2024 · $4.4B
- D&B Rev.Up ABX taken private by Clearlake Capital · closed 26 Aug 2025 · $7.7B
Monetate
Didomi
- Addingwell bought by Didomi · closed Apr 2025
- Sourcepoint bought by Didomi · closed 8 Jul 2025
The largest disclosed martech deals in our catalogue
| Product | Buyer | Value drawn to scale | Value | Year |
|---|---|---|---|---|
| Qualtrics | Silver Lake | $12.5B | 2023 | |
| Brandfolder | Blackstone and Vista Equity Partners | $8.4B | 2025 | |
| Informatica | Salesforce | $8.0B | 2025 | |
| Eyeota | Clearlake Capital | $7.7B | 2025 | |
| Alteryx | Clearlake Capital and Insight Partners | $4.4B | 2024 | |
| Intercom | Salesforce | $3.6B | 2026 | |
| LiveRamp | Publicis Groupe (not yet closed) | $2.2B | 2026 | |
| Contentful | Salesforce | $1.5B | 2026 |
Disclosed value of the whole transaction. Where a product changed hands as part of a larger company (a take-private or a parent's sale), the figure is the parent's deal, not the product's. Payment processors and AI model providers in our catalogue (Commerce & Payments and Foundation Models) are left out of every deal figure in this report.
Still in motion
Announced, not yet closed when research closed on 11 October 2026.
These products still trade under their own names. We will mark them closed in the next edition.
34 new names, 5 of them chasing AI
- Amazon DSP → Amazon Ads Agent 2026
- Matillion → Maia Foundation
- Salesforce Commerce Cloud → Agentforce Commerce 2025
- Salesforce Marketing Cloud → Agentforce Marketing 2025
- Salesforce Sales Cloud → Agentforce Sales 2025
Salesforce renamed 3 products to “Agentforce …” in 2025; in 2026 it changed 2 of them back (Salesforce Commerce Cloud and Salesforce Sales Cloud).
Martech pricing: who publishes a price
42% of vendors publish a starting price: 195 of the 464 vendors in our catalogue show one on their own site. A starting price is a figure the vendor publishes, not a quote.
By category
| Category | Share publishing a price | Publish | Vendors |
|---|---|---|---|
| Server-side | 80% | 12/15 | |
| Customer Relationship Management | 78% | 7/9 | |
| Data Warehouse | 75% | 6/8 | |
| Customer Support | 67% | 6/9 | |
| Reverse ETL | 65% | 13/20 | |
| Campaign Performance | 64% | 7/11 | |
| Social Media Management | 63% | 5/8 | |
| Email Delivery | 60% | 6/10 | |
| Testing & Experimentation | 59% | 13/22 | |
| Consent Management | 55% | 6/11 | |
| Data Modeling | 53% | 8/15 | |
| Video Marketing | 50% | 4/8 | |
| Analytics & BI | 45% | 9/20 | |
| Event Router | 44% | 8/18 | |
| Loyalty & Promotions | 44% | 4/9 | |
| Content Management System | 40% | 10/25 | |
| Personalization | 39% | 12/31 | |
| Advertising Platforms | 27% | 3/11 | |
| Identity Resolution | 24% | 6/25 | |
| Customer Engagement Platform | 23% | 7/30 | |
| AI & Machine Learning | 17% | 5/29 | |
| Packaged CDP | 17% | 4/24 | |
| Data Onboarding | 15% | 2/13 | |
| Digital Asset Management | 9% | 1/11 |
Categories with at least 8 vendors in our catalogue.
How they charge
147 vendors offer a free tier.
Tools that changed hands publish a price less often
32% against 44%: 68 products that were bought, merged or taken private, against 396 others. Bars run from 0 to 100%.
When there's no price: what buyers report paying
For tools that only quote, third-party buyer data gives a typical annual range. We aggregate it by category and never publish a single vendor's figure from these sources.
| Category | Range drawn to scale | Typical annual range | Estimates |
|---|---|---|---|
| Testing & Experimentation | $11k – $33k | 4 | |
| Identity Resolution | $16k – $175k | 6 | |
| Personalization | $30k – $109k | 5 | |
| AI & Machine Learning | $98k – $240k | 8 |
Median low and median high of third-party buyer data (Vendr and similar marketplaces), in US dollars a year, aggregated by category. Bars share one scale, from $0 to $240k.
Every martech deal, rename and shutdown since 2023, with its source
130 events: every deal, rename and shutdown we counted, each matched to the sentence on its primary source that states it. Follow any link to check it yourself.
| Product | What happened | Date | Value | Source |
|---|---|---|---|---|
| 2026 | ||||
| Aampe | Bought by MoEngage MoEngage, a customer engagement platform based in Bengaluru and San Francisco, bought the San Francisco AI startup Aampe in an all-cash deal, and Aampe's founders joined MoEngage to lead a new Agentic Decisioning group. | 24 Jun 2026 | moengage.com | |
| AB Tasty | Merged with VWO AB Tasty and Everstone-backed VWO (Wingify) signed a definitive agreement on 20 January 2026 to combine into one digital experience optimisation company led by VWO CEO Sparsh Gupta, and AB Tasty's historical investors exited. | 20 Jan 2026 | partechpartners.com | |
| AB Tasty | Renamed After the merger, VWO and AB Tasty launched Wingify on 16 September 2026 as the single global brand and unified platform for the combined business; AB Tasty continues as a product brand and login inside Wingify. | 16 Sep 2026 | wingify.com | |
| Algonomy | Bought by ADA On 30 July 2026 ADA, a data and AI services company, said it had completed its acquisition of Algonomy, the retail AI decisioning and personalization vendor formerly known as Manthan and RichRelevance, and that the combined business now runs under the ADA brand worldwide. | 30 Jul 2026 | prnewswire.com | |
| Amazon DSP | Renamed At unBoxed 2026 on 29 September 2026, Amazon Ads renamed the platform that combined Amazon DSP and its ads console to Amazon Ads Agent, and moved programmatic campaigns into a new DVA+ campaign type; Amazon still owns the product. | 29 Sep 2026 | advertising.amazon.com | |
| AtData | Bought by Experian Experian, the credit bureau and data company, said on 23 February 2026 that it had bought the email-intelligence company AtData from its private equity backer TZP Group, with the deal already completed when announced. | 23 Feb 2026 | atdata.com | |
| AWS Kinesis | Discontinued AWS announced in October 2024 that it would shut down the legacy Kinesis Data Analytics for SQL offering effective 27 January 2026, and pointed customers to Amazon Managed Service for Apache Flink and Flink Studio. | 27 Jan 2026 | aws.amazon.com | |
| Bluecore | Bought by Insider One On 13 May 2026, Insider One, an agentic customer-engagement platform, announced that it had acquired Bluecore, the New York retail marketing and personalization company, which now operates as an Insider One company. | 13 May 2026 | bluecore.com | |
| Blueshift | Bought by BlueConic On 17 June 2026 BlueConic, a customer data platform vendor, announced that it had acquired Blueshift, an AI-powered cross-channel marketing platform; Blueshift now operates as part of BlueConic. | 17 Jun 2026 | pulse2.com | |
| Census | Renamed After the acquisition, Fivetran moved Census into its own platform as a feature called Fivetran Activations and put it on Fivetran's consumption-based pricing. | 2 Feb 2026 | fivetran.com | |
| Contentful | Bought by Salesforce Salesforce announced a definitive agreement to buy the headless CMS company Contentful on 1 June 2026 and completed the deal on 1 September 2026. | 1 Sep 2026 | $1.5B | contentful.com |
| DevCycle | Bought by Dynatrace Dynatrace bought the DevCycle feature management platform from Taplytics Inc. in an asset purchase that was announced as completed on 13 January 2026, and it is integrating DevCycle into the Dynatrace platform. | 13 Jan 2026 | dynatrace.com | |
| Domo | Bought by Progress Software Progress Software agreed on 22 July 2026 to buy substantially all of Domo, Inc.'s assets, including the Domo AI and data platform, for $400 million in cash, and completed the deal on 22 September 2026. | 22 Sep 2026 | $400M | sec.gov |
| Eppo (Datadog Experiments) | Renamed Under Datadog's ownership, the Eppo product was folded into Datadog Experiments, which Datadog announced as generally available on 2 April 2026, and the Eppo website now says Eppo is Datadog Experiments. | 2 Apr 2026 | geteppo.com | |
| Estuary | Renamed Estuary Technologies changed its product's name from Estuary Flow to Estuary; the company says only the name changed and ownership, pipelines, pricing and contracts stayed the same. | 11 Mar 2026 | estuary.dev | |
| Fivetran | Merged with dbt Labs Fivetran signed a definitive agreement on 13 October 2025 to merge with dbt Labs in an all-stock deal, which closed on 1 June 2026; the combined company initially operates as Fivetran + dbt Labs with George Fraser as CEO and Tristan Handy as President. | 1 Jun 2026 | fivetran.com | |
| Fueled | Bought by Opensend Opensend, a company that identifies e-commerce shoppers and enriches their data, announced on 5 March 2026 that it had acquired Fueled.io, an e-commerce first-party data platform; Fueled will operate under the Opensend brand and founder Sean Larkin becomes Opensend's Chief Product Officer. | 5 Mar 2026 | businesswire.com | |
| Google Vertex AI | Renamed At Google Cloud Next 2026, Google launched Gemini Enterprise Agent Platform as the evolution of Vertex AI, and said all Vertex AI services and future roadmap work will ship only through the new platform rather than as a standalone service. | 22 Apr 2026 | cloud.google.com | |
| Intercom | Bought by Salesforce Salesforce signed a definitive agreement on 15 June 2026 to buy Fin, formerly Intercom, for about $3.6 billion and completed the deal on 10 September 2026; Fin joined Salesforce AI Labs. | 10 Sep 2026 | $3.6B | salesforce.com |
| Litmus | Renamed In a rebrand on 1 July 2026, Validity folded Litmus's email building, testing and preview tools into its Validity Engage AI platform as the Email Creation & Testing capability, while still using the Litmus name on litmus.com. | 1 Jul 2026 | validity.com | |
| LiveChat | Renamed Text, Inc. renamed the LiveChat product and app to Text in September 2026, after announcing the change in an August 2026 app release; ownership did not change. | Sep 2026 | apps.apple.com | |
| LiveRamp | Agreed sale to Publicis Groupe Publicis Groupe agreed to buy LiveRamp for $38.50 per share in cash; shareholders approved the deal on 17 August 2026, and it still needed regulatory approval, with closing expected before the end of 2026. | 17 May 2026 | $2.2B | ppc.land |
| Medallia | Bought by Investor group Medallia signed a recapitalization agreement with its lenders on 17 June 2026 and completed it on 3 August 2026, moving ownership from Thoma Bravo to an investor group led by Blackstone-managed funds, Apollo and FS KKR Capital Corp. | 3 Aug 2026 | cmswire.com | |
| MindsDB | Renamed On 20 May 2026 MindsDB renamed its product MindsHub, a platform for open-source AI agents. The company is still called MindsDB, the team, owners and investors stayed the same, and mindsdb.com URLs now redirect to mindshub.ai. | 20 May 2026 | mindshub.ai | |
| Mutiny | Discontinued Mutiny HQ Corp retired its no-code B2B website personalization SaaS product, ended the legacy customer contracts, and relaunched on 8 April 2026 under the same Mutiny name as an AI agent for go-to-market teams that creates customer-facing assets such as deal rooms and ABM pages; ownership did not change. | 8 Apr 2026 | abmatic.ai | |
| Ninetailed (Contentful Personalization) | Bought by Salesforce Salesforce announced a definitive agreement to buy Contentful on 1 June 2026 and closed the deal on 1 September 2026, so Contentful Personalization now belongs to Salesforce. | 1 Sep 2026 | salesforce.com | |
| Piano Subscriptions | Renamed On 1 July 2026 Piano Software renamed its Piano Activation product, which includes the Composer experience rules engine, to Piano Subscriptions; the owner did not change and contracts, pricing and APIs stayed the same. | 1 Jul 2026 | piano.io | |
| Reltio | Bought by SAP SAP announced on 27 March 2026 that it had agreed to buy 100% of the master data management vendor Reltio, and the deal closed on 7 May 2026 after the usual closing conditions and regulatory approvals were met. | 7 May 2026 | news.sap.com | |
| Salesforce Commerce Cloud | Renamed Around Dreamforce 2026, Salesforce quietly switched the product back from Agentforce Commerce to Commerce Cloud, part of dropping the 'Agentforce' prefix from its CRM app names; ownership did not change. | Sep 2026 | salesforce.com | |
| Salesforce Sales Cloud | Renamed Around 14 September 2026, the day before Dreamforce 2026, Salesforce put the Sales Cloud name back on its website and now presents Agentforce Sales as a capability inside it, not as the product name. The Information reported this and The Next Web checked the live pages. | 14 Sep 2026 | thenextweb.com | |
| Salesforce Service Cloud | Renamed Around 14 September 2026, the day before Dreamforce 2026, Salesforce dropped the Agentforce prefix and put the Service Cloud name back on its website, reversing the 2025 rename without a formal announcement. | 14 Sep 2026 | diabsolut.com | |
| Salsify | Bought by Cinven Cinven, an international private equity firm, agreed on 22 July 2026 to buy Salsify, a privately held PXM/PIM software company based in Boston; Cinven's portfolio now lists Salsify as a current holding dated September 2026. | Sep 2026 | cinven.com | |
| SAP Emarsys | Renamed SAP SE renamed its SAP Emarsys customer engagement solution to SAP Engagement Cloud and launched a new enterprise edition; existing Emarsys capabilities stay available within the renamed product, and SAP remains the owner. | 19 Feb 2026 | news.sap.com | |
| SessionM | Bought by Capillary Technologies India Capillary Technologies signed a definitive agreement to buy SessionM from Mastercard (disclosed to the exchange on 24 February 2026, press release on 26 February 2026) and closed the purchase of 100% of SessionM Inc. and its Czech subsidiary on 1 May 2026. | 1 May 2026 | $20M | capillarytech.com |
| Simon AI | Bought by Monetate On 30 July 2026 Monetate said it had acquired Simon AI, which now runs as 'a Monetate company', is still sold as a separate product and is still led by co-founder Jason Davis. | 30 Jul 2026 | businesswire.com | |
| SQLMesh | Passed to The Linux Foundation Fivetran gave the SQLMesh open-source framework to the Linux Foundation, a nonprofit, where it is now run under community governance. | 25 Mar 2026 | fivetran.com | |
| Statsig | Passed to Amplitude On 5 May 2026 OpenAI handed the Statsig platform, brand and customers to Amplitude, which now runs and develops Statsig while the original team stays at OpenAI. | 5 May 2026 | amplitude.com | |
| Talkwalker | Renamed On 24 June 2026, when Hootsuite launched its Social OS product suite, it renamed Talkwalker 'Lumen by Talkwalker' (Lumen also took over Hootsuite Listening), and Hootsuite says the Talkwalker name will be retired. | 24 Jun 2026 | hootsuite.com | |
| Talon.One | Bought by Adyen Adyen, the Dutch payments platform, agreed on 23 April 2026 to buy all shares of Berlin-based loyalty and promotions platform Talon.One for EUR 750m and completed the deal on 1 July 2026. | 1 Jul 2026 | $879M | adyen.com |
| Treasure AI | Renamed On 20 April 2026 Treasure Data renamed itself Treasure AI and moved its domain from treasuredata.com to treasure.ai; Treasure Data, Inc. is still the legal entity and the owner did not change. | 20 Apr 2026 | treasure.ai | |
| TrueData | Passed to Cloud Technologies ID5 sold the TrueData third-party audience business and the TrueData brand to Warsaw-listed data seller Cloud Technologies, which runs it in North America as its wholly owned subsidiary TrueData LLC, while ID5 keeps the identity graph. | 6 Oct 2026 | $1.1M | id5.io |
| Verisk Marketing Solutions (Infutor) | Renamed ActiveProspect announced that it was rebranding its newly acquired Verisk Marketing Solutions business as InfutorData, run as a separate data and identity business. | 29 Apr 2026 | infutor.com | |
| VWO | Merged with AB Tasty VWO and AB Tasty agreed to combine into one digital experience optimization company, backed by Everstone Capital and led by VWO's CEO Sparsh Gupta, subject to customary closing conditions. | 20 Jan 2026 | abtasty.com | |
| VWO | Renamed After the merger with AB Tasty, VWO and AB Tasty launched Wingify as the single global brand and unified platform for the combined business, with the VWO app now at app.wingify.com. | 16 Sep 2026 | wingify.com | |
| 2025 | ||||
| Act-On | Deal with Banzai International called off Banzai International signed a definitive merger agreement for Act-On Software (dated 22 January, announced 23 January 2025, worth $53.2M); the deal never closed, and Act-On sent a termination notice on 6 June 2025, citing market conditions. | 23 Jan 2025 | $53M | sec.gov |
| Acxiom | Bought by Omnicom Omnicom completed its all-stock purchase of Interpublic Group, which owned Acxiom, on 26 November 2025, so Acxiom now belongs to Omnicom and still sells under the Acxiom brand (it is now inside the Omnicom Media network and powers the Omni platform). | 26 Nov 2025 | omc.com | |
| Addingwell | Bought by Didomi Didomi, a French consent-management software company, announced on 22 April 2025 that it was buying the server-side tagging platform Addingwell, paid for by a €72M raise from Marlin Equity Partners; Addingwell says the deal completed in April 2025 and now sells as 'Addingwell by Didomi'. | Apr 2025 | addingwell.com | |
| Agentforce | Renamed In the Spring '25 release (January 2025), Salesforce renamed its Einstein Copilot for Salesforce agent type to Agentforce. Functionality did not change and there was no change of owner. | Jan 2025 | salesforce.com | |
| Brandfolder | Taken private by Blackstone and Vista Equity Partners Funds managed by Blackstone and Vista Equity Partners completed their take-private of NYSE-listed Smartsheet, which owns and sells Brandfolder; Smartsheet was then delisted. | 22 Jan 2025 | $8.4B | sec.gov |
| BrazeAI Decisioning Studio (OfferFit) | Renamed At Forge 2025, after the acquisition, Braze launched OfferFit's AI Decisioning Engine inside its platform as BrazeAI Decisioning Studio, which was later split into Pro and Go tiers. | 30 Sep 2025 | braze.com | |
| Census | Bought by Fivetran Fivetran signed an agreement on 1 May 2025 to buy Census, the reverse-ETL and data activation company, and later Fivetran material describes Census as acquired. | 1 May 2025 | hpcwire.com | |
| Copy.ai | Bought by Fullcast Fullcast, a revenue operations (RevOps) software company based in Salt Lake City, announced on 15 October 2025 that it had acquired Copy.ai, a generative AI platform for sales and marketing workflows, to build an end-to-end AI-native RevOps platform. | 15 Oct 2025 | fullcast.com | |
| D&B Rev.Up ABX | Taken private by Clearlake Capital Clearlake Capital Group agreed on 24 March 2025 to buy NYSE-listed Dun & Bradstreet Holdings, the company that sells D&B Rev.Up ABX, for $7.7 billion including debt; stockholders approved the deal on 12 June 2025, it closed on 26 August 2025, and D&B became privately held and was delisted. | 26 Aug 2025 | $7.7B | sec.gov |
| Elevar | Renamed Buxton, the company that sells Elevar, rebranded as Audiense, bringing Buxton, Elevar and the Audiense business it bought in March 2025 under one brand; Elevar products continued to be sold. | 18 Jul 2025 | globenewswire.com | |
| Eppo (Datadog Experiments) | Bought by Datadog Datadog bought the experimentation and feature-flagging platform Eppo. Both companies said on 5–6 May 2025 that the deal was already done, and Eppo kept running under the brand 'Eppo by Datadog'. | 5 May 2025 | geteppo.com | |
| Eyeota | Taken private by Clearlake Capital Clearlake Capital took Dun & Bradstreet private, and with it Eyeota, its wholly owned subsidiary. The deal was announced on 24 March 2025, shareholders approved it on 12 June 2025, it closed on 26 August 2025, and D&B's stock was then delisted from the NYSE. | 26 Aug 2025 | $7.7B | sec.gov |
| FirstSpirit | Bought by Rezolve Ai Rezolve Ai signed an agreement with CrownPeak Technology Holdings on 1 December 2025 to buy CrownPeak Intermediate Holdings, the company behind the FirstSpirit CMS and Fredhopper, and the deal closed on 5 December 2025. | 5 Dec 2025 | $90M | sec.gov |
| Hotjar | Renamed On 1 July 2025 Hotjar Ltd. was merged into the Contentsquare Group, which already owned it, and the Hotjar product is being folded into the Contentsquare platform; Contentsquare has owned Hotjar since 2021, so the owner did not change. | 1 Jul 2025 | support.contentsquare.com | |
| Informatica | Bought by Salesforce Salesforce agreed in May 2025 to buy Informatica for about $8 billion and closed the deal on 18 November 2025, making Informatica a wholly owned subsidiary that was then delisted from the NYSE. | 18 Nov 2025 | $8.0B | salesforce.com |
| InfoSum | Bought by WPP WPP announced on 3 April 2025 that it had acquired data collaboration platform InfoSum and placed it in GroupM (later renamed WPP Media); its 20-F dates completion to 4 April 2025. | 4 Apr 2025 | $141M | wppmedia.com |
| Klaviyo CDP | Renamed Klaviyo renamed its paid Klaviyo CDP add-on, launched in August 2023, to Advanced Klaviyo Data Platform (Advanced KDP) within its Klaviyo Data Platform (KDP), with no change of owner; the new KDP naming first appeared in Klaviyo's 19-20 February 2025 materials announcing its B2C CRM. | Feb 2025 | help.klaviyo.com | |
| Litmus | Bought by Validity Validity, Inc., which makes email deliverability and CRM data quality software, announced on 10 April 2025 that it had completed its acquisition of the email testing and optimization provider Litmus. | 10 Apr 2025 | litmus.com | |
| Lotame | Bought by Publicis Groupe Publicis Groupe announced on 6 March 2025 that it had agreed to acquire the independent identity and data company Lotame and place it within Epsilon. The deal was expected to close early in Q2 2025 and has since completed, with Lotame still operating under its own name inside Epsilon. | 6 Mar 2025 | lotame.com | |
| Movable Ink | Bought by STG On 26 June 2025, the venture-backed private company Movable Ink announced a definitive agreement to be acquired by the private equity firm STG, with closing expected in July 2025; later sources describe it as an STG portfolio company. | 26 Jun 2025 | stg.com | |
| mParticle | Bought by Rokt On 16 January 2025 Rokt announced it was buying customer data platform mParticle for US$300 million and took full ownership; the product now goes by 'mParticle by Rokt'. | 16 Jan 2025 | $300M | cmswire.com |
| Ninetailed (Contentful Personalization) | Renamed Contentful renamed Ninetailed to Contentful Personalization and moved its separate web app into the main Contentful app. | 31 Mar 2025 | contentful.com | |
| Obviously AI | Renamed Obviously AI, Inc. rebranded its company and product as Zams and moved from no-code predictive analytics to AI agents for sales teams; the legal entity, Obviously AI, Inc., still trades as Zams and ownership did not change. | 11 Feb 2025 | zams.com | |
| PAR Engagement | Renamed PAR Technology folded Punchh Loyalty, Marketing & Offers, PAR Ordering and Guest Data into a single product suite called PAR Engagement, and punchh.com now carries the PAR Engagement name, while the Punchh name lives on as the loyalty module (PAR Punchh Loyalty) inside the suite. | 20 Jun 2025 | punchh.com | |
| Raptor Services | Merged with Ibexa On 13 January 2025 Ibexa, a European digital experience platform (DXP) vendor, announced that it was merging with Raptor, a customer data platform (CDP) and personalization provider. Both companies were already part of QNTM Group, so Raptor joined the Ibexa organisation while keeping its own product name. | 13 Jan 2025 | cmswire.com | |
| Rivery (Boomi) | Renamed After the acquisition, Boomi renamed Rivery's platform Boomi Data Integration and made it part of the Boomi Enterprise Platform. A secondary source says this happened in May 2025. | May 2025 | boomi.com | |
| Salesforce Commerce Cloud | Renamed Salesforce renamed Commerce Cloud to Agentforce Commerce at Dreamforce 2025 as part of its Agentforce 360 launch, which put the Agentforce name on all of its Customer 360 apps; ownership did not change. | 13 Oct 2025 | salesforce.com | |
| Salesforce Data Cloud | Renamed At Dreamforce 2025 Salesforce renamed Data Cloud to Data 360 as part of its Agentforce 360 launch; the owner did not change and the product works the same way. | 14 Oct 2025 | salesforce.com | |
| Salesforce Marketing Cloud | Renamed At Dreamforce 2025 Salesforce rebranded its Marketing Cloud suite as Agentforce Marketing, as part of moving its Customer 360 apps under the Agentforce name with Salesforce still the owner. | 13 Oct 2025 | martech.org | |
| Salesforce Sales Cloud | Renamed In October 2025, at Dreamforce 2025 and the launch of the Agentforce 360 platform (announced 13 October 2025), Salesforce renamed Sales Cloud to Agentforce Sales; the owner did not change. | Oct 2025 | salesforce.com | |
| Simon AI | Renamed Simon Data renamed itself Simon AI when it launched the Simon AI Agentic Marketing Platform on 15 September 2025. | 15 Sep 2025 | simon.ai | |
| SitecoreAI CMS | Renamed At Symposium on 4 November 2025, Sitecore announced SitecoreAI as the evolution of its XM Cloud SaaS CMS, which it combined with CDP, Personalize, Search and Content Hub; existing XM Cloud customers were moved over automatically when it launched globally on 10 November 2025, and ownership did not change. | 10 Nov 2025 | sitecore.com | |
| SiteSpect | Bought by Monetate Monetate, a personalization software company backed by Centre Lane Partners, announced on 30 June 2025 that it had completed its acquisition of SiteSpect, the A/B testing and experimentation vendor. | Jun 2025 | businesswire.com | |
| Sourcepoint | Bought by Didomi Didomi, a consent management company in Paris, announced on 8 July 2025 that it had bought Sourcepoint, a consent management platform in New York, with backing from Marlin Equity Partners. | 8 Jul 2025 | didomi.io | |
| Statsig | Bought by OpenAI On 2 September 2025 OpenAI signed a definitive agreement to buy Statsig in an all-stock deal worth about $1.1B, and Statsig CEO Vijaye Raji became OpenAI's CTO of Applications. | 2 Sep 2025 | $1.1B | statsig.com |
| Throtle | Bought by IQVIA IQVIA bought healthcare identity-resolution and data-onboarding company Throtle in November 2025 without a public announcement, and Throtle now runs as a wholly owned subsidiary inside IQVIA Digital. | Nov 2025 | bnco.com | |
| TrustArc | Bought by Main Capital Partners Main Capital Partners, a private equity firm based in The Hague, acquired TrustArc, a US privacy and AI risk management software provider; a secondary source names Bregal Sagemount as the seller. | 14 Oct 2025 | main.nl | |
| Twilio Engage | Discontinued Twilio stopped selling Twilio Engage Premier to new customers on 10 June 2024 (announced 4 March 2024) and set its end-of-life for 15 December 2025, when multichannel campaign delivery, marketing engagement analytics and subscription management ended; Engage Foundations (Audiences, Journeys, ID Resolution, CustomerAI Predictions) stays supported as part of Twilio Segment's CDP. | 15 Dec 2025 | community.segment.com | |
| Verisk Marketing Solutions (Infutor) | Passed to ActiveProspect Verisk Analytics sold its Verisk Marketing Solutions business, built from Jornaya and Infutor, to ActiveProspect, a consent-based marketing SaaS company backed by Five Elms Capital. Verisk's 10-K dates the sale to 31 December 2025 and the public announcement came on 8 January 2026. | 31 Dec 2025 | $80M | verisk.com |
| Vimeo | Bought by Bending Spoons Bending Spoons signed a definitive agreement on 10 September 2025 to buy Nasdaq-listed Vimeo for about $1.38 billion in cash and completed the deal on 24 November 2025, after which Vimeo became a wholly owned subsidiary and was delisted. | 24 Nov 2025 | $1.4B | sec.gov |
| Voyado | Bought by Fund entities affiliated with Viking Global Investors LP On 13 June 2025, Viking Global Investors-affiliated funds signed a deal to buy a majority stake in Voyado from existing shareholders (no new shares were issued). Novax, Verdane, eEquity, H&M Group and the founders kept minority stakes, and the deal was announced on 17 June 2025, subject to customary regulatory approvals. | 17 Jun 2025 | mynewsdesk.com | |
| VWO | Bought by Everstone Capital Singapore-based private equity firm Everstone Capital bought a majority stake in Wingify, the company behind VWO; co-founder and CEO Sparsh Gupta and the leadership team kept a substantial stake. | Jan 2025 | $200M | everstonecapital.com |
| 2024 | ||||
| ActionIQ | Bought by Uniphore Technologies On 5 December 2024 Uniphore, an enterprise AI software company, announced it was buying ActionIQ (along with Infoworks, a separate company), and Uniphore's ActionIQ page now says the purchase is complete. | 5 Dec 2024 | businesswire.com | |
| Alteryx | Taken private by Clearlake Capital and Insight Partners Private equity firms Clearlake Capital Group and Insight Partners bought Alteryx, which was listed on the NYSE, for about $4.4 billion including debt; the deal was announced on 18 December 2023, stockholders approved it on 13 March 2024, and it closed on 19 March 2024, when Alteryx became a private company. | 19 Mar 2024 | $4.4B | sec.gov |
| Amazon SageMaker | Renamed At re:Invent on 3 December 2024, AWS renamed its machine learning service from Amazon SageMaker to Amazon SageMaker AI and reused the name Amazon SageMaker for a new unified data, analytics and AI platform; Amazon stayed the owner. | 3 Dec 2024 | docs.aws.amazon.com | |
| AWS Kinesis | Renamed Amazon renamed Amazon Kinesis Data Firehose, part of the Kinesis family, to Amazon Data Firehose and said endpoints, APIs, CLI, IAM policies and CloudWatch metrics would not change. | 9 Feb 2024 | amazonaws.cn | |
| Comarch Loyalty Marketing Platform | Taken private by CVC Capital Partners Fund IX On 17 Jul 2024, CVC Capital Partners Fund IX, the Filipiak family and Anna Prokop announced a tender offer for all Comarch shares; CVC took control in Oct 2024, the squeeze-out finished on 4 Dec 2024 (bidders' group then held 100%), and Comarch stopped being a public company on 26 Mar 2025 after the Polish regulator KNF approved the delisting. | 4 Dec 2024 | $654M | comarch.com |
| Elevar | Bought by Buxton Buxton, a retail customer analytics company backed by PSG, acquired the Shopify server-side conversion tracking company Elevar and announced the deal on 17 January 2024. | Jan 2024 | globenewswire.com | |
| FullContact | Bought by Ziff Davis Ziff Davis (NASDAQ: ZD) bought FullContact's assets in Q4 2024, placed them in its Cybersecurity and Martech segment, and announced the deal on 2 January 2025. | Oct 2024 | businesswire.com | |
| Intellimize (Webflow Optimize) | Bought by Webflow Webflow announced on 19 April 2024 that it had bought Intellimize, an AI website personalization and conversion-rate optimization startup; it was Webflow's first acquisition. | Apr 2024 | techcrunch.com | |
| Intellimize (Webflow Optimize) | Renamed After the acquisition, Webflow folded Intellimize into its platform and launched it as Webflow Optimize at Webflow Conf 2024 (15–16 October 2024). | Oct 2024 | mida.so | |
| Jacquard | Renamed London-based AI marketing-language vendor Phrasee renamed itself Jacquard on 12 June 2024 and launched a Personalised Campaigns product at the same time; ownership did not change and it is still backed by Capital D. | 12 Jun 2024 | capitald.com | |
| KeyShot DAM | Renamed After Luxion and Digizuite joined together as KeyShot in April 2024, the company renamed Digizuite's DAM software under the KeyShot brand on 31 July 2024, and it now goes by KeyShot DAM. | 31 Jul 2024 | keyshot.com | |
| LiveIntent | Bought by Zeta Global Holdings Zeta Global agreed on 8 October 2024 to buy LiveIntent for a headline $250M in cash and stock and completed the deal on 21 October 2024. | 21 Oct 2024 | $250M | sec.gov |
| Lytics | Bought by Contentstack Contentstack, the composable DXP and headless CMS vendor, bought the CDP vendor Lytics in a deal that closed in December 2024 and was announced on 8 January 2025. | Dec 2024 | contentstack.com | |
| MessageBird | Renamed On 1 February 2024 the Amsterdam-based cloud communications company MessageBird renamed itself Bird. It moved to the bird.com domain, cut prices and launched Bird CRM, and its ownership and legal entity stayed the same. | 1 Feb 2024 | bird.com | |
| Metricool | Bought by team.blue On 17 September 2024 team.blue, a European hosting and SaaS group backed by Hg, announced it had taken a majority stake in Madrid-based Metricool; the founders keep running the company and Axon Partners Group stays on as a shareholder. | 17 Sep 2024 | press.team.blue | |
| Ninetailed (Contentful Personalization) | Bought by Contentful Contentful signed a definitive agreement on 20 August 2024 to buy Berlin-based Ninetailed, a personalization and experimentation company, and said in a 27 August 2024 post that the purchase was done, renaming the product 'Ninetailed by Contentful'. | Aug 2024 | contentful.com | |
| OpenText Web CMS | Renamed OpenText renamed its TeamSite web content management product to OpenText Web CMS with the Experience Cloud Edition 24.2 release, and OpenText stayed the owner. | Apr 2024 | businessprocessincubator.com | |
| Rivery (Boomi) | Bought by Boomi On 17 December 2024 Boomi announced a definitive agreement to buy Rivery, a data integration provider. The deal was expected to close by the end of 2024, and Rivery's CEO wrote on 19 December 2024 that Boomi had acquired the company. | Dec 2024 | rivery.io | |
| Split (Harness FME) | Bought by Harness Harness, a software delivery platform company, signed a definitive agreement to buy feature management and experimentation vendor Split Software on 29 May 2024 and completed the deal on 11 June 2024. | 11 Jun 2024 | harness.io | |
| Talkwalker | Bought by Hootsuite On 8 April 2024 Hootsuite announced it would acquire Talkwalker, the Luxembourg-based social listening company owned by Marlin Equity Partners, and later said it completed the acquisition in April 2024. | Apr 2024 | hootsuite.com | |
| Userflow | Bought by Beamer Beamer, a product-engagement SaaS company backed by Camber Partners, bought Userflow, a bootstrapped no-code onboarding platform, with funding from Camber Partners and Arsenal Growth Equity; the deal had already closed when it was announced on 7 February 2024. | 7 Feb 2024 | $60M | camber.io |
| 2023 | ||||
| Acquia DAM | Renamed Acquia, which bought Widen in 2021, announced it would rebrand the Widen DAM product as Acquia DAM and merge Widen's websites, support channels and CRM into Acquia's during 2023; the owner did not change. | Mar 2023 | acquia.com | |
| AWS Kinesis | Renamed Amazon renamed Amazon Kinesis Data Analytics, part of the Kinesis family, to Amazon Managed Service for Apache Flink on 30 August 2023, and Amazon still owns it. | 30 Aug 2023 | aws.amazon.com | |
| Brevo | Renamed Sendinblue changed its company and product name to Brevo on 4 May 2023 to reflect its growth into a full CRM suite; the owners did not change. | 4 May 2023 | brevo.com | |
| Bynder | Bought by Thomas H. Lee Partners Private equity firm Thomas H. Lee Partners bought a majority stake in Bynder, including Insight Partners' stake. The deal was announced on 20 December 2022 and closed in January 2023 (MergerLinks gives 19 January 2023). | Jan 2023 | bynder.com | |
| Celebrus | Renamed After shareholders approved it at a general meeting on 9 November 2023, D4t4 Solutions Plc changed its company name to Celebrus Technologies plc, which took effect on the London Stock Exchange on 17 November 2023. Its ticker changed from D4T4 to CLBS and its website moved to www.celebrus.com, with no change of owner. | 17 Nov 2023 | investegate.co.uk | |
| Customers.ai | Renamed Founder and CEO Larry Kim announced that MobileMonkey had renamed itself Customers.ai as it moved from Messenger chatbots to B2C sales outreach automation and data; ownership did not change. | 10 Mar 2023 | customers.ai | |
| elbwalker (walkerOS) | Renamed elbwalker GmbH renamed its open-source tracking library walker.js to walkerOS and moved it to the elbwalker/walkerOS repository; the owner did not change. | Oct 2023 | github.com | |
| Fresh Relevance | Bought by Dotdigital Group Dotdigital Group plc (AIM: DOTD) bought Fresh Relevance, a cross-channel personalisation vendor, from investors including Foresight Group for GBP 25 million, and said Fresh Relevance would keep its own brand. | 6 Sep 2023 | $31M | dotdigital.com |
| GrowthLoop | Renamed Flywheel Software, the first-party data and composable CDP company, renamed itself GrowthLoop on 1 June 2023 and kept the same owners. | 1 Jun 2023 | prnewswire.com | |
| Heap | Bought by Contentsquare Contentsquare signed a definitive agreement to buy the product analytics platform Heap on 28 September 2023 and completed the deal on 7 December 2023. | 7 Dec 2023 | contentsquare.com | |
| KeyShot DAM | Bought by Luxion Group ApS Luxion Group ApS, the Danish maker of the KeyShot 3D rendering software, announced a takeover offer for DAM vendor Digizuite A/S on 5 July 2023, and the purchase was completed and announced on 29 August 2023. | 29 Aug 2023 | keyshot.com | |
| LiveChat | Renamed The Warsaw-listed company LiveChat Software S.A. changed its name to Text S.A., effective 21 September 2023; the ticker moved from LVC to TXT and the owner stayed the same. | 21 Sep 2023 | marketscreener.com | |
| Maestra | Renamed The founders of Mindbox, a Russia-based CDP, set up a separate US operation and formally relaunched and renamed it Maestra (maestra.io), aimed at mid-size retail and DTC brands. | Sep 2023 | cdpinstitute.org | |
| Meltwater | Taken private by MW Investment B.V. MW Investment B.V., a vehicle jointly controlled by private equity firms Marlin Equity Partners and Altor, took Oslo-listed Meltwater N.V. private through a recommended voluntary offer announced on 18 January 2023; the offer and the post-closing restructuring finished on 9 August 2023, and Meltwater was delisted from the Oslo Stock Exchange. | 9 Aug 2023 | $585M | meltwater.com |
| Microsoft Dynamics 365 Customer Insights | Renamed Microsoft announced at Inspire 2023 that it would combine Dynamics 365 Marketing and Dynamics 365 Customer Insights into one offer under the Customer Insights name. When the combined offer became generally available on 1 September 2023, the standalone CDP app was renamed Customer Insights – Data, and Microsoft remained the owner. | 1 Sep 2023 | microsoft.com | |
| Piwik PRO Analytics | Bought by Cookie Information A/S Danish consent-management SaaS vendor Cookie Information bought all the shares in Piwik PRO, which now runs as a wholly owned subsidiary and keeps the Piwik PRO brand; the companies called the deal a merger. | Oct 2023 | cookieinformation.com | |
| Piwik PRO Tag Manager | Bought by Cookie Information Danish consent-management vendor Cookie Information bought all the shares in Piwik PRO, in a deal both sides called a merger, and the Piwik PRO brand and products carried on. | 6 Nov 2023 | kirkkapital.dk | |
| Qualtrics | Taken private by Silver Lake Silver Lake and CPP Investments took Nasdaq-listed Qualtrics (ticker XM) private in an all-cash deal of about $12.5 billion that was announced on 12 March 2023 and closed on 28 June 2023, buying out majority owner SAP. | 28 Jun 2023 | $12.5B | silverlake.com |
| SurveyMonkey | Renamed After the STG take-private, Momentive said it would drop the Momentive name and go back to its original SurveyMonkey brand under new CEO Eric Johnson, putting its products under one name. | 13 Jun 2023 | surveymonkey.com | |
| Undated | ||||
| Ascend.io | Discontinued Ascend.io (legal entity Ascension Labs, Inc.) took down its normal website and replaced it with an undated notice saying it is winding down operations; no buyer of the company or its product has been named. | ascend.io | ||
| Dash Social | Renamed Dash Hudson, the social media management platform based in Halifax, Nova Scotia, renamed itself Dash Social without changing owners; the legal entity is still Dash Hudson Inc. | dashsocial.com | ||
| Matillion | Renamed Matillion renamed its Data Productivity Cloud platform to Maia Foundation, which is now the execution layer of its Maia platform; the company is still named Matillion and its ownership did not change. | matillion.com | ||
| Salesforce Data Cloud | Renamed During 2023 Salesforce stopped using the Genie name for its customer data platform and renamed the product Data Cloud; the owner did not change. | salesforceben.com | ||
How we did this
Every vendor in our catalogue on 11 October 2026, published or staged: 464 after removing generic entries such as a custom webhook, 88 of them not yet published on this site. For each one, an AI researcher with web search listed ownership events since 1 January 2023 (the start of this series: far enough back to show recent consolidation, recent enough that the primary sources are still online) and quoted the sentence from the primary source (a press release, an investor relations page or a regulatory filing) that states each one. A script then checked that sentence against the page it came from. An event appears here only when it matched, or when a person checked it.
20 more events were found but could not be checked that way. They are left out of every figure on this page until a person has checked them against their source.
Download the deal list (CSV): every event above, with the buyer, the dates, the disclosed value and the source link. Free to reuse under CC BY 4.0: credit "Martech Stack Builder, The Martech Market Report" with a link to this page.
Pricing comes from each vendor's own pricing page, read for this edition. Payment processors and AI model providers (Commerce & Payments and Foundation Models) are left out of the deal figures: they sit in our catalogue because stacks connect to them, not because they are martech.
This is our catalogue, chosen for building marketing and data stacks, so it is a large sample of martech, not all of it. On 11 October 2026 it held 474 vendors across 67 categories, with 7,563 capability ratings, 2,222 reviewed vendor comparisons and researched pricing for 388 vendors.
Spotted something out of date? Write to hello@martechstackbuilder.com and we will check it against the source.