• by Laurie Sullivan , Staff Writer @lauriesullivan, Yesterday

Demand for scalable, data-led solutions has driven a 20% rise in performance-related deals and a 196% increase in median deals during the past decade, according to WY Partners, a UK-based media and technology advisory firm. The company combined data from its tracker service with data from PitchBook. 

Several UK deals in this space that WY Partners advised on include Croud’s acquisition of data analytics firm Metageni, a UK-based company focused on marketing analytics and optimization that the firm advised on, and the sale of gaming specialist agency Miri Growth to MSQ Partners. Both support growing demand for digital performance-driven businesses.

Croud also took a new investment from ECI Partners as LDC exited after five years as a minority investor.

The report published Tuesday outlines three key themes in the UK, mainly because the company is based there, but also applies to the U.S.

1. AI integrations and machine-learning algorithms that drive much of the bid optimization and predictive analytics used in campaigns.
2. Phasing out of third-party cookies has made privacy adoption critical. Companies are investing heavily in server-side tracking and zero-party data strategies. These approaches allow brands to maintain personalized marketing experiences while staying compliant with data regulations, preserving performance and consumer trust.
3. Diversifying channel mixes has become important. Instead of relying solely on Google and Facebook, marketers are turning toward TikTok, LinkedIn, and connected TV (CTV). This broader reach supports more advanced, cross-channel attribution.

Ella Wills, WY Partners head of marketing, pointed to one of the largest performance marketing deals in Q1 2025 — the sale of PE-house LDC’s portfolio company Blis to T-Mobile, in a deal that valued the business at $175 million.

Wills described Blis as a provider of privacy-centric advertising solutions with omnichannel targeting capabilities to connect brands with audiences.

Publicis Groupe's acquisition of Captiv8, an AI-powered influencer platform, for around $150 million is another example. The acquisition was intended to expand its capabilities in creator-led, performance-driven content.

“Meanwhile, DoubleVerify acquired attribution startup Rockerbox for $85 million to strengthen multichannel measurement,” Wills wrote.

Ad-technology platform MNTN, which focused on performance-based connected TV (CTV) advertising, went public in early 2025 with a valuation of $1.62 billion.

MNTN’s performance marketing proposition focuses on driving measurable outcomes through CTV placements, offering advertisers granular reporting on conversions rather than just impressions or views.

“We expect continued M&A activity in performance-led agencies and technologies, driven by demand for scalable, accountable marketing solutions,” Wills wrote. “Businesses with strengths in AI-powered optimization, privacy-first data strategies, and cross-channel execution, particularly those offering advanced analytics, conversion rate optimization, and first-party data infrastructure, are likely to remain high on the radar of both strategic acquirers and PE investors.”