The survey, conducted by AdMedia Partners in New York, polled 3,200 advertising, marketing
and private-equity professionals, 70% of whom felt strongly that the fragmented industry was ripe for consolidation. Among those most in demand are search, mobile, database, guerilla, buzz marketing
and lead generation firms.
While the leading ad holding companies have paved the way in digital marketing consolidation, they now face stiff competition for the next round of mergers from private equity and media companies, according to the report. The best example of this is the majority stake taken in the interactive ad shop AKQA by private equity firm General Atlantic Partners.