Run-rate synergies explained: how merger savings projections are built and missed
· 3h ago · Originally reported by PPC Land
An explainer of run-rate synergies: the annual cost savings a merger is projected to deliver once integration completes. The piece covers how the figure is constructed, how it is used to support debt financing in deals, and why such projections often fail to materialize in practice.
Why it matters
Synergy claims are a key justification for mergers and acquisition debt across the ad tech industry, so understanding how they are calculated helps readers judge whether announced deals can actually deliver promised value.
Explain it like I’m new here
It's like two families moving in together and claiming they'll save money on one big grocery bill each year — the promised yearly savings once everything is combined.
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