SAP’s US$8 billion acquisition of Qualtrics will help the enterprise software bolster its experience management credentials short term, but analysts are questioning the wider data integration play necessary for the vendor for long-term competitive edge.

SAP has swooped to purchase Qualtrics for US$8 billion, just as the software-as-a-service survey platform was preparing for an IPO.

RedBalloon parent company, Big Red Group (BRG), says its acquisition of extreme and adventure experiences aggregator, Adrenaline.com.au, will make it the third-largest experiences provider globally. And according to its co-founder and spokesperson, Naomi Simson, the acquisition is just the start of its plans to ensure Australian businesses successfully get a piece of the experiences pie against global competitors.

The Australian Competition and Consumer Commission (ACCC) will not oppose the merger between Nine Entertainment and Fairfax Media, even as it admits the deal is likely to reduce media competition.

Adobe has confirmed its acquisition of Marketo, paying US$4.75 billion to acquire the B2B marketing automation player.

Adobe is reportedly in talks to purchase best-of-breed marketing automation vendor, Marketo.

Fairfax’s chief marketing officer, Michael Laxton, will step down from the role in September after nearly four years with the ASX-listed media giant.

The Australian Competition and Consumer Commission (ACCC) has given the green light to both oOh!media’s acquisition of Adshel, and JCDecaux SA's acquisition of APN Outdoor Groupin the out-of-home advertising sector, arguing the two do not lessen market competition.

Yet another global digital agency goliath has extended its reach into Australia, opening its doors locally off the back of existing digital specialist consultancy, Webling.

US data and technology agency giant, Merkle, has followed up its launch into Australia earlier this year by acquiring Salesforce Marketing Cloud specialist, consultancy, Amicus Digital.

KPMG Australia has made another agency acquisition, picking up customer experience innovation consultancy, UDKU, for an undisclosed sum.

Salesforce has stepped up its Marketing Cloud game once again, acquiring AI-powered data analytics player, Datorama, in a deal estimated to be worth upwards of US$800 million.

Advertising agency behemoth, Interpublic Group (IPG) has confirmed it’s acquiring database marketing and management solutions business, Acxiom, in a deal worth US$2.3 billion.

Just a day after oOh!Media confirmed its acquisition of out-of-home advertising player, Adshel, for $570 million, JCDecaux has announced it will acquire ASX-listed APN Outdoor Group in a deal worth $1.12 billion.

AT&T has confirmed it is acquiring programmatic adtech stalwart, AppNexus, ending a week of speculation about a deal and more than a year of questions around whether AppNexus would file for an IPO.

Ooh! Media has struck an agreement with rival out-of-home advertising player, Adshel, to acquire the business for $570 million, ending a bidding war for the latter business.

There are unconfirmed rumours AT&T is in talks to acquire private digital advertising platform, AppNexus.

The battle for out-of-home advertising supremacy has stepped up another notch, with APN Outdoor Group confirming a $1.09 billion bid for its business from JCDecaux (JCD) – but only if it drops plans to buy Adshel.

​​The bidding war for Adshel is heating up. APN Outdoor Group has confirmed it’s put in a $500 million bid for rival out-of-home provider, Adshel, an acquisition it says would complement its Australian product offering.

US-based Nike says its acquisition of data analytics firm, Zodiac, is aimed at bolstering digital capabilities and accelerating its Consumer Direct Offense strategy to serve consumers faster and more personally at scale.

As head of marketing during one of the biggest tech mergers in the history of IT, Dell EMC’s Helen Dean has had a pretty big and intense year. And while it wasn’t exactly a walk in the park, she describes it as a surprisingly smooth transition thanks to a strategic approach to communication and culture.