New York—Direct marketing industry M&A deals in the first quarter totaled 107 transactions worth a combined $6.6 billion, according to investment banker Petsky Prunier in its Deal Notes released Monday.
The deal value was flat compared with last year’s first quarter, when there were 58 deals.
Marketing services deals accounted for more than half (56) of all direct marketing deals and represented $3.2 billion in value. There were 28 marketing technology deals worth $2.2 billion, and 23 direct marketer deals worth $1.2 billion.
Interactive Corp.’s acquisition of AskJeeves, Acxiom Corp.’s purchase of Digital Impact and Transcontinental Direct’s acquisition of Jetson Direct Mail were among the largest marketing services deals in the quarter.