It’s not your imagination: merger and acquisition activity did rise sharply towards the end of last year.  Investment bank LUMA reports that fourth quarter media and martech deals were up 21% compared to the year before, (97 vs 80) even though deals were down by 45% for the first three quarters (149 vs 270).   Martech deals dropped 60% in the first three quarters but bounced back for a 6% year-on-year gain in the fourth quarter.

CDP and data solutions provider Zeotap is adding the ID5 ID to its identity graph.  The ID5 identifier supports individual-level programmatic ad targeting without relying on third-party cookies, extending the reach of Zeotap ad segments.