- In March 2024, Alphabet Inc. (Google LLC) unveiled an update to Google Analytics 4, featuring more granular data controls, enhanced privacy-focused features, and improved integrations with Google Ads and other platforms. These updates are designed to empower marketers with deeper insights into customer behavior, enabling more precise optimization of advertising campaigns. The improvements are set to strengthen the effectiveness of digital marketing strategies, driving growth and increasing efficiency in the highly competitive programmatic advertising market
- In October 2023, Azerion Group N.V., a Netherlands-based software publishing company, acquired Hawk, a France-based digital advertising technology platform, for an undisclosed amount. This acquisition allows Azerion to strengthen its position in the programmatic advertising market by enhancing its digital advertising capabilities. Hawk's tools for marketing automation and performance advertising will enable Azerion to offer more advanced solutions, driving innovation in programmatic advertising strategies and further expanding its market presence
