The Martech market in Spain has established itself as one of the most dynamic segments of the technology ecosystem. The rapid adoption of artificial intelligence, marketing automation, customer data platforms and advanced analytics solutions is driving the growth of companies specialising in Marketing Technology and attracting increasing interest from investors, corporations and private equity funds.
At Baker Tilly Tech M&A, we have produced a sector report analysing the evolution of the Martech market, key technological trends, the most significant corporate transactions and the sector’s growth prospects. The study includes information updated to February 2026 on companies, acquisitions and funding rounds
The Martech market encompasses software solutions, data platforms and automation technologies that enable organisations to plan, execute and measure their marketing strategies. This ecosystem includes CRM tools, marketing automation platforms, Customer Data Platforms (CDPs), Adtech solutions, content management systems and advanced analytics platforms.
What is the Martech market?
The Martech (Marketing Technology) market refers to the range of digital tools that enable the automation, measurement and optimisation of marketing and customer management activities.
Its importance has grown exponentially due to three key factors:
- The digitalisation of sales and communication channels
- The rise of artificial intelligence in marketing
- The need to manage large volumes of customer data in real time
Against this backdrop, the sector has become one of the most active in the field of technology technology M&A deals, particularly in acquisitions of technology companies specialising in software, data and artificial intelligence.
6 trends in the MarTech market in Spain
Composability and modular technology architectures
One of the most significant trends for the period 2025–2030 is the shift from monolithic suites towards composable architectures based on specialised solutions integrated via APIs. Organisations are seeking greater flexibility to adapt to a constantly evolving digital environment, driving the adoption of ‘best-of-breed’ technology stacks supported by centralised data infrastructures.
Agent-based artificial intelligence
Artificial intelligence is redefining the Martech sector. The evolution of generative assistants into autonomous agents capable of managing campaigns, optimising audiences and personalising experiences in real time represents one of the sector’s greatest opportunities for growth. This transformation is driving investment in technology companies specialising in automation, personalisation and predictive analytics.
First-party data and the growth of CDPs
The gradual phasing out of third-party cookies is driving strategies centred on first-party data. As a result, Customer Data Platforms (CDPs) are becoming an essential component of modern Martech architectures, enabling a unified view of the customer and more effective personalisation within increasingly stringent regulatory frameworks.
The convergence of Adtech and Martech
The integration of advertising and marketing data is blurring the traditional boundaries between the two markets. Data clean rooms and shared data platforms enable the creation of a comprehensive view of the customer and improve campaign efficiency at every stage of the customer journey.
Sustainability and responsible digital marketing
Sustainability and the responsible use of technology have become key differentiators for both suppliers and customers. Measuring the environmental impact of digital campaigns, reducing algorithmic bias and ensuring transparency in the use of artificial intelligence are increasingly important factors in technology selection processes.
Regulatory compliance as a competitive advantage
Changes to the European regulatory framework are making regulatory compliance a strategic factor. Regulations such as the GDPR, the AI Act and Digital Markets Act are forcing companies to strengthen their capabilities in data governance, privacy and transparency, creating new opportunities for specialist providers.
Investment and M&A activity in the Martech market
The Martech sector has become one of the most active segments within the technology M&A market. The growth of artificial intelligence, automation and data platforms is driving consolidation deals led by strategic companies and specialist investment funds.
In 2025, the total value of mergers and acquisitions saw a strong recovery, driven mainly by acquisitions of assets related to artificial intelligence, enterprise software and data infrastructure. Among the most significant deals were Salesforce’s acquisition of Informatica, Adobe’s purchase of Semrush and Braze’s acquisition of OfferFit.
Private equity firms have also strengthened their presence in the sector through consolidation strategies aimed at building scalable platforms with recurring revenue streams. This trend is creating opportunities both for the Acquisition processes for of technology companies and for the sale of technology firms specialising in software, automation and digital marketing.
In Spain, corporate activity continues to show considerable resilience. The software and technology services sector accounts for a significant proportion of investment activity, buoyed by the growth of the start-up ecosystem and growing international interest in Spanish technology assets.
Why is the Martech sector attracting M&A activity?
Martech companies embody many of the characteristics most sought after by investors: SaaS models, recurring revenue, high scalability, the ability to expand internationally, and direct exposure to disruptive technologies such as artificial intelligence.
For this reason, M&A advisers specialising in technology are seeing growing interest in companies that offer distinctive solutions in automation, data management, personalisation and advanced analytics.
For entrepreneurs considering the sales opportunities for technology companies, the current climate offers particularly attractive opportunities for firms with sustained growth, a clear value proposition and a solid customer base. Similarly, corporations seeking to accelerate their digital transformation are increasingly turning to the acquisition of technology companies as a means of incorporating strategic capabilities and accelerating their growth.
One of the most effective strategies for growing an SME is to acquire other companies. Don’t miss this business growth guide for CEOs and executives , published on our M&A Academy.
Growth prospects for the Martech market
The outlook for the Martech market remains very positive. Leading consultancies estimate annual growth rates of over 11% for the coming years, driven by the adoption of artificial intelligence, the automation of business processes and the growth of e-commerce.
The segments linked to customer data platforms, identity resolution and intelligent automation show the highest growth prospects, establishing themselves as priority areas for technology investment.
Spain occupies a particularly strong position within the European ecosystem thanks to growing investment in artificial intelligence and deep tech, as well as its ability to attract international capital and develop technology companies with a global outlook.
Advisors specialising in technology M&A
Baker Tilly Tech M&A is a team specialising in advising on the acquisition and sale of technology companies, as well as the valuation of companies in the digital sector.
Our M&A experts advise entrepreneurs, corporations, investment funds and industrial groups on transactions in the software, artificial intelligence, cybersecurity, cloud, fintech, e-commerce and martech sectors, helping them to identify growth opportunities and maximise the value of their transactions.
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Market Research on Technology Marketing 2026
Read the full analysis by Baker Tilly Tech M&A and discover the leading companies in the sector, corporate transactions, funding rounds, technological trends and growth prospects for the Martech market in Spain.
