AdTech VS. MarTech: Global Consultancies Are Buying Up Agencies

I've read an article talking about how global consultancies are buying up agencies and taking more and more business from agencies.

Behind the battle between digital agencies and consultancies is the battle between Advertising technology and Marketing technology. AdTech is more about how to deliver messages to the consumers, it's media-based. While MarTech is more focused on selling software on a subscription basis to build a relationship with customers that lead to long-term success, which is often more attractive to investors because it’s less exposed to fluctuations in ad spending and other market dynamics, according to a WSJ article. The line between AdTech and MarTech is blurring nowadays. However, while MarTech is having an advantage over AdTech among investors, I think it would be interesting to share this article for us to know more about what are global consultancies doing. Here is the article link:
Global Consultancies Are Buying Up Agencies and Reshaping the Brand Marketing World