Both companies talk up "huge opportunity" to create the "the largest independent CTV and video advertising platform in the programmatic marketplace".
Holding networks closed only 15 deals in the year, a 42% decline from 2019's total of 26.
Private equity has been looking at agency groups.
Discussions have taken place in recent months.
YEAR IN REVIEW: As the pandemic crippled adspend, older networks preserved cash, while newer operators made opportunistic deals.
An M&A advisor explains the rollercoaster of emotion you should expect when buying or selling an agency, and how to manage paranoia so it doesn't derail a deal.
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