Vanaxity insights tagged agency consolidation - notes on AI content, SEO, GEO and AEO from Van Data Team.
Marketing M&A is accelerating, with LUMA Partners counting 469 ad tech and marketing deals in 2025, up 13%, alongside giant moves like Omnicom's $13 billion purchase of Interpublic and Adobe's $1.9 billion deal for Semrush, and while a new owner can bring better tools and specialists, clients feel an acquisition through changed teams, reporting, and priorities, so the practical response is to protect account knowledge, keep your own copies of data and history, compare results before and after, and write change-of-control protections into agency contracts.
