We are pleased to announce that Liftoff, a global performance-based mobile app marketing optimization platform, has reached a definitive agreement for a majority investment from private equity funds managed by Blackstone (NYSE:BX). This strategic partnership marks a new phase in Liftoff’s continuing mission to develop industry-leading technology and product solutions that help marketers grow their engaged user bases through initial and ongoing engagement efforts. Liftoff partners with mobile app marketers to grow their platforms globally, delivering more than one billion engaging ads each day to high-value users in more than 90 countries and across more than 500,000 mobile publishers. As content consumption increasingly shifts to mobile devices, Liftoff is well positioned to serve the high-growth mobile app ecosystem as a leader in programmatic user acquisition and retention. Blackstone’s investment will enable Liftoff to further accelerate investment priorities, expand its global footprint, and fuel future growth initiatives. LUMA advised Blackstone on the transaction.

We are pleased to announce that Beeswax, a SaaS programmatic ad buying platform, has agreed to be acquired by Comcast FreeWheel, a provider of comprehensive ad platforms for publishers, advertisers, and media buyers. Beeswax’s Bidder-as-a-Service™ platform gives brands, media companies, and advertising technology firms greater control, flexibility, and transparency over their programmatic advertising. Beeswax’s complementary capabilities will help expand and accelerate FreeWheel’s current programmatic technologies, improving their clients’ ability to trade inventory with automation. In particular, Beeswax’s bidding technology will allow FreeWheel users to access broader pools of inventory to fulfill complex campaign
requirements. LUMA advised Beeswax on the transaction.

We are pleased to announce that Experian, the global information services company is buying Tapad, a leading provider in digital identity resolution for marketers, from Telenor for approximately $280 million in cash. The acquisition will enhance Experian’s digital offerings for advertisers, agencies and publishers and particularly for Advanced Television, positioning Experian to take advantage of expansion in the market for digital-data advertising. LUMA advised Telenor on the transaction.

We are pleased to announce that Tru Optik, the most relied upon data marketplace and data management platform for connected TV, streaming audio and gaming, has been acquired by TransUnion, a leading global information and insights company. Tru Optik’s patented household graph of more than 80 million U.S. homes enables household-level identity, targeting and measurement across connected TV, smart speakers, gaming consoles and other connected devices. Tru Optik and TransUnion’s complementary capabilities will provide TransUnion’s expanded customer base with the reach, accuracy and transparency missing in current identity and audience development products. Together, Tru Optik and TransUnion will address unmet market needs with a focus on streaming TV/audio as part of an omni-channel identity strategy. The combined offering will provide the depth of consumer intelligence necessary for advertisers to connect people with relevant messages. LUMA advised Tru Optik on the transaction.

We are delighted to share that Factual, a leading provider of location data for marketing, has announced its merger with Foursquare Labs in a stock-for-stock transaction. This combination creates the #1 independent leader in location-based technology and data across audiences, point-of-interest, developer tools, and attribution for global brands, advertisers, publishers, and agencies.

The joining of Foursquare and Factual generated more than $150 million in revenue, in more than 20 global markets, trusted by thousands of companies of all sizes and in various industries, including Microsoft, Uber, Samsung, Snap, Twitter, and more than half of the Fortune 100. Foursquare delivers the stack that powers the location layer of the Internet. The merger establishes the standard in location for the next decade, thereby allowing clients to accelerate the adoption of location technology as a must-have in their day-to-day business operations.

LUMA advised Factual on the transaction.

We are pleased to announce that Evergage, the market-leading personalization and customer data platform, has been acquired by Salesforce, the global leader in CRM. Evergage’s real-time, cross channel personalization and machine learning capabilities will complement the Salesforce Marketing Cloud’s robust customer data, audience segmentation and engagement platform, enabling companies to deliver more relevant experiences during moments of interaction across the customer journey. LUMA advised Evergage on the transaction.