A fresh wave of acquisition news is once again redrawing the boundaries of the advertising ecosystem. Companies that once occupied distinct positions in the market are being brought together under common ownership, creating new combinations of capabilities and commercial incentives. For marketers, the announcements are another reminder that even deeply embedded partnerships can take on a different character as the industry consolidates. Each transaction has its own strategic rationale, and a change in ownership does not automatically diminish a partner’s value. It may bring greater investment or create useful new connections. At the same…
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