Digital B2B Opps: Splunk to be acquired by Cisco (Score 18)

Sales lead: The company may shift around ad dollars & make agency changes now that it is under new ownership. 

  • Splunk entered an agreement to be acquired by Cisco for $28b.
  • This will reportedly create one of the largest software companies in the world. 
  • The deal, which is still subject to regulatory approval, is expected to close in Q3 2024.
  • Splunk's CEO, Gary Steele, will join the Cisco leadership team and report to chair and CEO Chuck Robbins. 

Target demographic: Businesses that need cybersecurity services

The company will likely:

  • Return to higher ad spend 
  • Try new ad channels
  • Review the agency roster/hire additional assistance

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

  • YTD spend: Splunk spent about $1.1m on digital display ads YTD, just 28% of the $3.9m spent in this channel during the same time period of 2022. 
  • YTD data: 157.1m impressions via desktop display (43%), Facebook (40%), Instagram (9%), YouTube (4%), Twitter (2%), and mobile display (2%).
  • 2021-2022 spend: Full-year spend fell 37% from $6.7m in 2021 to $4.2m in 2022. 
  • Ad location: It placed 98% of these ads directly onto sites such as,,,, and It placed 2% of these ads through multiple indirect channels onto sites such as,,,, and 

Additional channel insights  

  • Top podcasts sponsored: Planet Money, CyberWire Daily, Pivot, Syntax - Tasty Web Development Treats, and Mad Money w/ Jim Cramer. 

Agency analysis:

  • Opportunity: You may be able to pick up some of Splunk's business now that it is under new ownership.
  • Current roster:

Insight Sources: Digital spend insights estimated by Pathmatics; podcast insights estimated by Podchaser