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MarTech Barometer – Q1 2019 Market Review

By Rosemary Fallowfield 16 Apr 2019

The martech and adtech sectors remain active this quarter and the outlook for 2019 is exciting. As the gap between marketing and sales continues to narrow, we have restructured the subsectors within our report. Martech now includes sales & marketing technologies, eCommerce technologies, websites creation & optimisation, and adtech includes search and advertising technologies.

Welcome to the Q1 2019 edition of the MarTech Barometer – Results International’s quarterly market update of the global marketing technology sector.

Highlights in the quarter:

  • Public market activity revived; Canada-based EPOS and eCommerce platform, Lightspeed, IPO’d – making it one of the 10 biggest technology IPOs in the Toronto Stock Exchange’s history. Fellow Canadian, Shopify, raised less in its 2015 IPO and is now worth over $27bn – with a similar eCommerce-based offering, Lightspeed will undoubtedly be looking to replicate its success.
  • Results International’s Adtech Indices performed particularly well, which was largely driven by The Trade Desk, having announced better-than-expected quarterly results and an impressive financial outlook for 2019.
  • The large martech consolidators (Adobe, Salesforce, Oracle) were quiet, integrating transformational 2018 acquisitions, leaving peers behind who now face a “sink or swim” decision; IBM decided to exit the space, divesting its martech and eCommerce assets to Centerbridge Partners shortly after Q1, following a similar move in December, when it sold various on-premise assets (including Unica and Commerce) to HCL Technologies as part of its refocus on AI, cloud, cybersecurity, blockchain and other vertical solutions.

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  • Customer data—particularly first-party—has become evermore important to brands; CDPs that enable a unified view are highly attractive assets. Qlik Technologies spent over $500m on CDP / CXP, Attunity, Lytics raised $35m from JMI, and Segment announced a $175m raise shortly after Q1, one of the larger recent martech raises with a reported valuation of $1.5bn, potentially making Segment the first CDP unicorn.
  • AI continued to infiltrate the sector, innovating solutions and demanding premium valuations; Cision paid $225m for AI-driven digital PR management & analytics firm, TrendKite. Conversational AI is also experiencing increasing demand as brands look to provide 24/7 customer touchpoints and leverage operational efficiencies.

The martech and adtech sectors remain active and the outlook is exciting. As such, now is a good time to be contemplating fundraising, exit or growth through acquisition in the martech or adtech space – if you are, please do get in touch.

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Rosemary Fallowfield


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