IBM partnership with MediaMath could be prelude to a purchase

The fusion of ad tech and martech has already seen Adobe acquire specialist TubeMogul for $540 million, Salesforce buy data management platform Krux for $700 million and Oracle purchase measurement firm Moat for $850 million. Now IBM is poised to accelerate the race for advanced-marketing budgets, testing the services of ad-buying platform MediaMath with an eye toward a possible purchase, according to three people familiar with the situation.

A deal isn’t certain, and IBM and MediaMath say they “do not comment on rumors or speculation.”

But marketing is witnessing “the convergence of ad tech and martech,” says Scott Brinker, the widely followed editor of “We’ve seen that with Oracle and Moat, Salesforce and Krux, Adobe and TubeMogul, and so on. While there were historical reasons why ad tech and martech grew up in different silosoften agency versus in-house technology stacksbrands today want to orchestrate and instrument the whole end-to-end customer journey, from digital ad campaigns through on-site and on-premise experiences. They need their data to be unified across these different channels and touchpoints, and they want to work with service providers who can strategize and execute across them in an integrated fashion.”

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