The players

Veteran consumer data company, owned by IPG since 2018 and now part of Omnicom.

Adobe's marketing stack: analytics, a CDP, a DSP and creative tools used by big brands.

Location-based audience planning and buying platform, acquired by T-Mobile in 2025.

Publicis Groupe's data and identity engine, with a DSP and retail media tools.

The marketing-data arm of credit bureau Experian, providing audiences and identity resolution.

CTV content-data platform acquired by Viant in 2024.

Mobile measurement and data company, notable for an FTC lawsuit over location data.

Identity and data-collaboration company (RampID, clean rooms), agreed in 2026 to be bought by Publicis.

Data management and identity company acquired by Publicis in 2025.

B2B account-based marketing platform using intent data to target companies.

Data collaboration platform for publishers, combining clean rooms and audience tools.

Pre-bid contextual and brand-safety data provider, which bought Adloox in 2026.

Publisher data platform that builds audiences on-device without third-party cookies.

French agency group that became a leader by betting on data (Epsilon) and technology (Sapient).

Salesforce's marketing suite for email, journeys and a customer data platform.

TV viewership data company using smart-TV ACR to measure and target ads.

Customer data platform owned by Twilio that collects and routes user data to marketing tools.

Cloud data platform that has become a backbone for advertising data sharing and clean rooms.

Credit bureau whose TruAudience marketing unit, built on Neustar, provides identity and measurement.

Data-driven marketing cloud combining an identity graph, CDP, email and a DSP.