More From Transactions
The Rubicon Project merges with Telaria Video
We are pleased to announce that The Rubicon Project (NYSE:RUBI) and Telaria (NYSE:TLRA) have agreed to merge in a stock-for-stock transaction. The combination will create the world’s largest independent sell-side advertising platform, poised to capture growth in CTV.
Together, Rubicon Project and Telaria will enable thousands of publishers to connect with hundreds of buyers and brands, creating a global, independent alternative to closed players in the ecosystem. In addition, the combined company will be an essential omnichannel partner for buyers across formats, screens and geographies. Both companies bring premium publisher partnerships and unique technical capabilities: Telaria as a leader in CTV, and Rubicon Project as an expert in scaled programmatic operations. LUMA advised Rubicon Project on the transaction.
* Deal value as of 12/18/2019
Nanigans’ Social Advertising Business acquired by Sprinklr
We are pleased to announce that Nanigans, a performance advertising software company, has divested its social advertising business to Sprinklr, a customer experience management platform. Nanigans’ social advertising business includes capabilities ranging from data management and predictive analytics to campaign management and real-time reporting — all across major social channels such as Facebook, Instagram, and Twitter.
The acquisition will provide Sprinklr with the expertise and capabilities to manage its currently +$1.5Bn of annualized ad spend across social channels and clients around the globe. Nanigans will continue to invest in its incrementality measurement and optimization business lines. LUMA advised Nanigans on the transaction.
clypd acquired by AT&T
We’re delighted to share that clypd, a leading advertising platform for broadcast and cable TV networks, has been acquired by AT&T’s Xandr advertising business unit. The acquisition will enhance the Xandr Monetize platform to connect ad buyers to premium inventory on WarnerMedia, Xandr’s Community marketplace and other premium content providers.
With this and other strategic transactions recently announced, we anticipate more CTV deal activity as large platform companies build their capabilities across linear, addressable, OTT and digital in anticipation of a changing TV marketplace.
SafeDK acquired by AppLovin
We are excited to share that SafeDK, a leading SDK management solution that ensures ad quality, performance and stability in mobile apps, has been acquired by AppLovin, a comprehensive mobile gaming platform. The acquisition will further AppLovin’s mission to help mobile game developers grow and protect their businesses, by helping secure and control third-party SDKs to ensure brand safety.
SafeDK is headquartered in Herzliya, Israel, and will become AppLovin’s first office in Israel. SafeDK co-founders Orly Shoavi and Ronnie Sternberg will remain heads of SafeDK and will become co-general managers of AppLovin Israel.
Return Path acquired by Validity
We are pleased to announce that Return Path, the market leader in email deliverability software, has entered into a definitive agreement to be acquired by Validity, a leader in customer data quality. Return Path’s suite of cloud-based email campaign optimization and message deliverability products, combined with 20+ years of expertise in email marketing, will further accelerate Validity’s vision of providing the most comprehensive technology solutions for sales and digital marketing professionals to manage their customer data. LUMA advised Return Path on the pending transaction.
Cision Secondary Public Offering
LUMA Securities, a wholly-owned broker-dealer of LUMA, acted as co-managing underwriter of the Cision public secondary offering.
Tune Attribution Analytics acquired by Branch
We are excited to announce that TUNE’s Attribution Analytics platform, which provides advanced mobile measurement to many of the world’s largest and best-known Fortune 100 organizations, has been acquired by Branch, a leading cross-platform linking and measurement company. TUNE’s mobile attribution expertise will be combined with Branch’s deep-linking and measurement solutions to provide a unified approach to creating and measuring cross-platform experiences that span today’s complex digital marketing ecosystem. LUMA advised TUNE on the transaction.
Max acquired by AppLovin
We are excited to announce that MAX, a leading in-app header bidding provider founded by the team that brought programmatic to mobile, has been acquired by AppLovin, a comprehensive mobile gaming platform. The acquisition will further accelerate AppLovin’s mission to give game developers a complete solution to grow and scale their businesses with a platform that brings new efficiencies and revenue opportunities to mobile publishers by providing access to all buyers in the marketplace. LUMA advised MAX on the transaction.
Videology acquired by Amobee
Amobee, a subsidiary of Singtel, acquired certain assets of Videology, a leading software provider for advanced TV and video advertising for $117.3 million. The company initiated the process in May 2018 after receiving a stalking horse bid of $45 million from Amobee and on July 13, 2018, an auction was conducted, and Amobee emerged as the winning bidder.
BounceX has completed financing by Battery Ventures
We are excited to announce that BounceX has completed a financing led by Battery Ventures. LUMA advised BounceX on the transaction.
Aerserv acquired by InMobi
We are excited to announce that AerServ has been acquired by InMobi to enhance monetization for publishers globally and further enhance the InMobi Exchange, a premium mobile programmatic platform. LUMA advised AerServ on the transaction.
Simpli.fi acquired by GTCR
“LUMA advised Simpli.fi on the transaction. Simpli.fi, the programmatic advertising platform that delivers localization and personalization at scale, has agreed to sell a majority stake to GTCR, a leading private equity firm.”
AppLovin to be acquired by Orient Hontai Capital
Pending: LUMA advised AppLovin, a mobile marketing platform, on its pending sale to Orient Hontai Capital. Through the acquisition, AppLovin will be able to scale globally and expand into the fast growing Chinese digital advertising market.
Flashstock acquired by Shutterstock
LUMA advised Flashstock on its sale to Shutterstock (NYSE: SSTK). By acquiring Flashstock, Shutterstock will be able to provide high-quality, custom content to its 1.7 million customers.
Moat acquired by Oracle
LUMA advised Moat on its sale to Oracle (NYSE: ORCL). Through this acquisition, Moat will join Oracle Data Cloud and connect data to consumer attention for better media experiences and business outcomes.
Turn acquired by Amobee
LUMA advised Turn on its sale to Amobee, a subsidiary of Singtel (SGX: Z74). Through the acquisition, Turn will expand Amobee’s programmatic and data management capabilities.
Snap Inc. IPO
LUMA Securities, a wholly-owned broker dealer of LUMA, acted as co-managing underwriter of the Snap Inc. initial public offering.
Adelphic acquired by Time, Inc.
LUMA advised Adelphic on its sale to Viant, a subsidiary of Time, Inc. (NYSE: TIME). Adelphic will help bolster Viant’s people-based marketing platform by providing self-service media planning and execution tools across all screens and formats.
INVIDI acquired by ATT, Dish & WPP
LUMA advised INVIDI on its sale to AT&T (NYSE: T), DISH (NASDAQ: DISH) and WPP (NASDAQ: WPPGY). INVIDI will continue operating independently under the three companies’ collective ownership, and AT&T will hold a controlling interest in the venture.
Operative acquired by Sintec Media
LUMA advised Operative on its sale to Sintec Media, a portfolio company of Francisco Partners. The combined company brings together TV and digital ad management for media companies and publishers worldwide.
HookLogic acquired by Criteo
LUMA advised HookLogic on its sale to Criteo (NASDAQ: CRTO). By acquiring HookLogic, Criteo will be able to bolster its commerce-focused, performance marketing platform and strengthen its relationships with brand manufacturers and retailers.
TinyCo acquired by SGN
LUMA represented TinyCo in the transaction and is thrilled to announce it’s first gaming deal, building upon Dick and Mark’s experience advising several leading companies in the sector. Suli Ali, TinyCo’s founder & CEO and his 125-person team will help SGN expand into builder and simulation games and strengthen its position as a mobile gaming entertainment franchise, with TinyCo’s demonstrated ability to launch successful games incorporating IP from the world’s biggest brands.
Smartclip acquired by RTL Group
LUMA advised Smartclip, a Germany-based digital video advertising company, on its sale to RTL Group (EBR: RTL). With the acquisition of Smartclip, RTL Group broadens its digital advertising capabilities by adding Smartclip’s digital video and connected TV solutions.
Tapad acquired by Telenor
LUMA advised Tapad, an industry leading cross-device marketing technology company, on its sale to Telenor Group (STO: TELO). By acquiring Tapad, Telenor will be able to amplify the digital capabilities and services of its core telecom business.
MarketShare acquired by Neustar
LUMA advised MarketShare, a leading marketing analytics company, on its sale to Neustar (NYSE: NSR). With the acquisition, Neustar will gain access to the MarketShare’s expertise in marketing planning and cross-channel attribution.
Millennial Media acquired by AOL
LUMA advised Millennial Media (NYSE: MM), a market leading mobile advertising platform, on its sale to AOL, a division of Verizon Wireless. The combination will provide AOL with significant mobile programmatic capabilities and scale to include in its ONE platform, creating the largest open, mobile-first programmatic platform in the market.
Unruly acquired by News Corp
LUMA advised Unruly Holdings Limited, a leading social video advertising platform, on its sale to News Corporation. With the acquisition of Unruly, News Corp will gain access to Unruly’s expertise in video distribution, unique advertising platform, and experienced technical team.
MyBuys merged with Magnetic
LUMA advised MyBuys, a leader in multi-channel marketing and personalization, on its merger with Magnetic. With the merger, the combined entity, Magnetic, will bring marketing and advertising technology together, allowing marketers to target consumers through the purchase journey across devices, channels, and buying stages.
Yieldex acquired by AppNexus
LUMA advised Yieldex, a market leader in publisher forecasting and analytics tools, on its sale to AppNexus. The combination will enable AppNexus to offer an integrated, full-stack solution to publishers and grow its traction in the programmatic direct market.
Millennial Media acquired Nexage, Inc.
LUMA advised Millennial Media, a leading mobile advertising company, on its acquisition of Nexage, Inc., a leading provider of Real-Time-Bidding (RTB) technology that helps to automate the buying and selling of mobile advertising. The deal will enable Millennial Media to expand its mobile advertising solutions and build a full-stack solution by bringing Nexage’s programmatic solutions in house, creating the largest independent mobile advertising platform.
iSocket acquired by Rubicon Project
LUMA advised iSocket, a leader in programmatic direct advertising solutions, on its sale to Rubicon Project. The combination will enable Rubicon Project to accelerate the growth of the automated guaranteed market, which eMarketer forecasts will exceed $8 billion by 2016.
[x+1] acquired by Rocket Fuel
LUMA advised [x+1], Inc., a leading provider of programmatic marketing and data management solutions, on its sale to Rocket Fuel, a provider of artificial intelligence (AI) advertising solutions for digital marketers. The deal will enable Rocket Fuel to expand its portfolio of solutions to a larger addressable market and combine resources with [x+1] to drive innovative opportunities to improve customer ROI.
Adconion Direct acquired by SingTel
LUMA advised Adconion Media Group on its sale of Adconion Direct, a cross-channel digital advertising platform that serves Fortune 500 brands in the United States and Australia, to Amobee, a subsidiary of SingTel. The deal will enable Amobee to provide one cohesive solution across all channels and screens for global brands, as well as strengthen its position as the leading provider of mobile-led solutions.
The Rubicon Project IPO
LUMA Securities, a wholly-owned broker dealer of LUMA, acted as co-managing underwriter of The Rubicon Project initial public offering.
Rhythm NewMedia acquired by Blinkx
LUMA advised Rhythm NewMedia Inc., a leader in mobile video advertising, on its acquisition by blinkx PLC (LON:BLNX), a leading video monetization and syndication company. The deal will enable blinkx to accelerate the growth of its mobile video advertising business, the fastest growing segment within online advertising, and expand the scope of its solutions for brand advertisers.
Aggregate Knowledge acquired by Neustar
LUMA advised Aggregate Knowledge (AK) on its acquisition by Neustar. This deal will enable Neustar to continue to build out its marketer workflow solutions by leveraging the offline and online audience segmentation and targeting capabilities of its AdAdvisor business with AK’s real-time media analytics, optimization and attribution in the digital channel.
Rocket Fuel IPO
LUMA Securities, a wholly-owned broker dealer of LUMA, acted as co-managing underwriter of the Rocket Fuel, Inc. initial public offering.
MarketShare financing led by FTV Capital
LUMA advised MarketShare on its $38 million investment led by FTV Capital, along with Elevation Partners. The capital will be used to further enhance MarketShare’s state-of-the-art technology platform and accelerate growth in markets worldwide.
Eric Byunn, a Partner with FTV Capital, will join MarketShare’s Board. Eric said that FTV is “highly enthusiastic about the advanced analytics capabilities MarketShare’s platform delivers. Enterprises in the FTV Global Partner Network, including some of the largest US financial institutions, have validated that MarketShare has built an essential navigation solution for CMOs.”
Akamai’s ADS Cooperative Data Solutions acquired by MediaMath
LUMA advised Akamai on the divestiture of its Advertising Decision Solutions (ADS) data cooperative business by MediaMath. The data cooperative will bolster MediaMath’s industry-leading Data Management Platform (DMP). As part of the transaction, the companies have forged a multi-year relationship whereby MediaMath will have exclusive rights to leverage Akamai’s pixel-free technology for use within digital advertising and marketing applications. As a result of the pixel-free technology partnership, MediaMath’s clients will gain access to more data for audience segmentation, retargeting, and optimization, with quick and easy activation.
Ziff Davis acquired by j2 Global
LUMA advised Ziff Davis on its acquisition by j2 Global. The acquisition provides j2 a series of world-class web properties, including PCMag.com, ComputerShopper, ExtremeTech, Toolbox.com and Geek.com. The purchase price was approximately $167 million, net of certain post-closing adjustments, and was funded out of j2’s cash on hand. The transaction is anticipated to be immediately accretive and to contribute approximately $60 million to 2013 revenues.
Brand.net acquired by Valassis
LUMA advised Brand.net on its acquisition by Valassis. With the acquisition of Brand.net, the Valassis Audience Network will now be able to empower advertisers to reach and influence consumers throughout the entire purchase funnel with greater relevance, impact and results.
Donovan Data Systems merged with MediaBank
LUMA advised Donovan Data Systems on its announced merger with MediaBank. The two entities will form MediaOcean and build an operating system for advertising. This universal OS with its open APIs will allow other companies with innovative technologies in media or data to plug in and benefit from the efficiency of a unified system.
Interclick acquired by Yahoo!
LUMA advised interclick on its acquisition by Yahoo! Yahoo! will leverage interclick’s scalable technology platform to optimize inventory monetization using audience data.
Admeld acquired by Google
LUMA advised Admeld, a leading sell side platform, in its acquisition by Google. With this transaction, Google will extend its presence in the fiercely competitive digital advertising ecosystem with capabilities geared towards premium publishers.
Tumri acquired by Collective
LUMA advised Tumri on its acquisition by Collective. Collective will leverage Tumri’s leading dynamic creative optimization technology to power a remarketing business targeting brand advertisers.
MarketShare acquired MarketingNPV
LUMA advised MarketShare, the marketing analytics industry leader, in its acquisition of MarketingNPV. This transaction will enable MarketShare to offer innovative capabilities to benchmark, visualize and improve marketing performance.
Demdex acquired by Adobe
LUMA initially discussed a data management platform (DMP) strategy with Adobe and subsequently represented Demdex in the transaction. Demdex now anchors Adobe’s data management strategy, enabling its customers to fully leverage the rich data captured in its market-leading web analytics product, SiteCatalyst.
Dapper acquired by Yahoo
LUMA discussed various strategic options with Yahoo and subsequently represented Dapper in the transaction. Dapper technology now power’s Yahoo’s Smart Ads program, including Smart Ads for Homepage.
Travel Ad Network financing led by StarVest Partners
LUMA advised Travel Ad Network (TAN) in its $15 million Series C financing, which was completed at a prior firm. The round was led by StarVest Partners, with participation by existing investors Rho Ventures and Village Ventures. The proceeds will be utilized to acquire new travel sites, content and tools, as well as increasing TAN’s technology infrastructure and ad sales/operational staff.
MarketShare acquired Jovian Data
MarketShare, the marketing analytics industry leader, acquired JovianDATA, a marketing business intelligence and data analytics technology firm. The acquisition enabled MarketShare to automate and streamline its data processing and analytics, allowing faster information flow to its clients. LUMA advised MarketShare in the acquisition.
Ziff Davis Media acquired by Great Hill Partners
Ziff Davis Media, a leading technology publisher, was acquired by Vivek Shah and Great Hill Partners. The acquisition was the first step in Mr. Shah and Great Hill’s strategy to build a digital media company geared towards helping consumers with their buying decisions. LUMA represented Ziff Davis in the transaction while at a prior firm. Mr. Shah currently sits on the LUMA Advisory Board.
Invite Media acquired by Google
LUMA professionals initially discussed a demand side platform (DSP) acquisition strategy with Google and subsequently represented Invite Media in its sale to Google. We helped negotiate the transaction terms and guided the discussions towards a successful outcome (completing the transaction at a prior firm). Nat Turner, former CEO of Invite Media, sat on the LUMA Board of Advisors.