The marketing advisory company Results International has reported that 9.6 billion US dollars more was spent on global adtech and martech deals in 2016, than in 2015. The amount was affected by high-value deals in 2016, such as the purchase of Yahoo by Verizon for 4.8 billion US dollars. However, there was a significant increase in the number of private equity deals. Julie Langley from Results International said that “adtech and martech technologies have matured” and as a result have “become more attractive” to private equity firms. Langley added that 2017 was likely to show the same interest in technology, with “hot areas likely to include AI and machine learning, virtual reality, user generated content, augmented reality and predictive analytics”.