The deals GE Capital has done with MediaMonks and MightyHive are in fact mergers not acquisitions , according to founder , Martin Sorrell , as MediaMonks and MightyHive 's founders have traded their equity for shares in GE , buying into the concept of the firm . GE is not interested in buying companies from companies that want to sell out , said Sorrell . It's not solely confined to programmatic and content. It is building something from nothing and seeking to deepen existing relationships ; that ’s where the biggest challenges are , he added . " The battleground is over data and who controls it , and , as a result , the relationship with the consumer , " he said .
The deals GE Capital has done with MediaMonks and MightyHive are in fact mergers not acquisitions , according to founder , Martin Sorrell , as MediaMonks and MightyHive 's founders have traded their equity for shares in GE , buying into the concept of the firm . GE is not interested in buying companies from companies that want to sell out , said Sorrell . It is building something from nothing and seeking to deepen existing relationships ; that ’s where the biggest challenges are , he added . " The battleground is over data and who controls it , and , as a result , the relationship with the consumer , " he said .