Key stat: There were 414 mergers and acquisitions across a number of sectors, particularly marketing technology (martech), in 2024, and they increased every quarter, according to this month's "2024 Full Year Market Report" from Luma Partners.

Beyond the chart:

• 2024 saw the highest number of martech, digital content, and ad tech deals in at least five years, according to the Luma Partners report. Last year saw a 13% increase from 2023, and the highest since the 410 deals that happened in 2022.
• Beyond the tech side, 2024 was a big year for M&A news. The long-delayed merger between Kroger and Albertsons finally ended in December after multiple judges—one state, one federal—blocked it. Meanwhile, advertising holding companies Omnicom and Interpublic Group announced in December that they would merge, in effect creating the world's largest ad agency.

Use this chart: Marketing leaders can use this chart to take advantage of the conducive atmosphere toward deal-making. Marketing tech startups' go-to-market teams can use this chart to defend timelines toward seeking acquisitions and as evidence that deal-making is on the rise.

Related EMARKETER reports:

• The Ad Agency Ecosystem 2024 (EMARKETER subscription required)
• Big Tech Antitrust 2024 (EMARKETER subscription required)