Recently announced deals include Omnicom Group's planned acquisition of digital marketing firm Areteans to expand the ad-holding company's expertise in digital transformation and customer experience. Last month, TripleLift, a programmatic platform focused on native advertising, agreed to sell a majority interest to Vista Equity Partners, the private-equity firm whose investments in ad-related companies include Mediaocean and Integral Ad Science. Magnite, the sell-side platform formed last year after the Rubicon Project-Telaria merger, in February bought rival SpotX for $1.17 billion in cash and stock from RTL Group.