After the digital buying frenzy, data will be key to next tranche of acquisitions Buying frenzy 'not over yet' Industry observers might be forgiven for thinking -- particularly in the wake of WPP's stunning acquisition of AKQA in the summer -- that there were no more hot digital agencies to acquire. Here at Green Square, we've long been of the opinion that the acquisition frenzy is not over yet -- it's just that the big holding companies, their global agencies and other acquirers are now looking into the nooks and crannies of the agency world. This has been confirmed by the fact that over the last month or so, almost all M&A activity has been exclusively concentrated in two key niche areas -- data analytics and mobile. At the end of August, WhatRunsWhere, a global US-based company that enables ad agencies and advertisers to track competitors' online ad campaigns, has acquired UK-based Mobile Ad Spy to expand its offering to mobile. Terms of the deal remain undisclosed, but this kind of "competitive intelligence" service for online media buying will be a big growth area, and WhatRunsWhere got in early, and probably acquired Mobile Ad Spy for a very good price -- we think we can expect to see more of these companies being snapped up in the coming months, especially as online ad spend increasingly migrates to mobile. And this month, we've seen IPG's Draftfcb acquire Hudson Global, a New York-based integrated digital pharmaceutical marketing company that specialises in data