Initial Public Offering
LUMA would like to congratulate Adam Foroughi and the entire AppLovin team on their public debut. Another impressive milestone in an incredible journey – we couldn’t say it better than Adam, so please check out his blog post if you haven’t had the chance: AppLovin IPO.
We are grateful for the opportunity to be part of AppLovin’s IPO and wish Adam and team the best of luck in their new chapter!
We are pleased to announce that Vungle, a leading mobile performance advertising platform, has acquired GameRefinery, an industry-leading SaaS mobile gaming analytics company headquartered in Finland. GameRefinery’s Game Intelligence platform provides developers with retention and monetization insights through its cloud-based developer tools for world-class studios such as Zynga, King, Rovio, Ubisoft and more. The company’s deep contextual data sets across 160,000+ gaming apps bring unique and innovative targeting capabilities to Vungle’s platform, helping advertisers deliver contextually relevant campaigns and increase user acquisition performance in today’s privacy-focused, post-IDFA landscape.
GameRefinery also brings image recognition and creative tagging capabilities that will be leveraged by Vungle Creative Labs (VCL). Combining VCL’s extensive experience in cutting-edge creative and UA, with granular reporting on visual elements including styles and genre fit, provides industry-leading performance recommendations for its biggest customers.
Vungle CEO Jeremy Bondy stated, “Together, Vungle, GameRefinery, and Algolift offer the only platform that speaks to game and product teams in the development process, marketing, UA, and growth teams in the scaling stage, and data teams when measuring and refining outcomes.”
LUMA advised Vungle on the transaction.
We are pleased to announce that Otello (OSE: OTELLO) has sold AdColony, an in-app marketplace for brands, to Digital Turbine (Nasdaq: APPS), for a total estimated consideration of $400 million. AdColony is a global leader in mobile game advertising and monetization, with a reach of more than 1.5 billion monthly users globally. AdColony’s mission is to drive business outcomes that matter for advertisers and publishers using its leading mobile technology, high-quality mobile ad experiences and leveraging its curated reach. AdColony is known throughout the mobile industry for its third-party verified viewability rates, exclusive Instant-Play™ and Aurora™ HD video technologies, rich media formats, global performance advertising business, programmatic marketplace, and extensive SDK footprint in the Top 1000 apps worldwide.
Digital Turbine is a global on-device mobile platform company that simplifies content discovery and delivers relevant content directly to consumer devices. Per Digital Turbine’s CEO, Bill Stone, “The ability for Digital Turbine to utilize AdColony’s unique mobile advertising solutions across our vast device distribution footprint unlocks significant new monetization opportunities for the combined company’s platform offerings. With the addition of AdColony, we will expand our collective experience, reach and suite of capabilities to benefit mobile advertisers and publishers around the globe. Performance-based spending trends by large, established brand advertisers present material upside opportunities for platforms with unique technology deployable across exclusive access to inventory.” The transaction is expected to close by the end of March 2021.
LUMA advised Otello on the transaction.
We’re proud to announce that Parse.ly, a top content analytics solution, has been acquired by WPVIP, the leading provider of enterprise WordPress and part of Automattic’s suite of innovative brands. Together, WPVIP and Parse.ly will offer an unparalleled enterprise content management, commerce, and analytics platform — with best-in-class content creation agility and the insights to understand the impact of those digital experiences. The acquisition of Parse.ly augments WPVIP’s content and analytics solutions, by incorporating Parse.ly’s capabilities for real-time content analytics and its personalized recommendation engine. Together, WPVIP and Parse.ly will lead a powerful enterprise ecosystem for an array of global brands including Salesforce, NBA, Condé Nast, Facebook, and Microsoft.
In addition to Parse.ly customers receiving access to the full suite of WPVIP offerings, current WPVIP customers will gain access to added features that allow users to take action on content analytics, dynamic audience segmentation, and AI-driven content recommendations. With the acquisition, WPVIP will provide additional investment, support staff, and development resources to Parse.ly customers. More than 800 combined enterprise customers worldwide will now have access to this expanded set of capabilities, including Spotify, CNN, The Atlantic, and Slack.
LUMA advised Parse.ly on the transaction.
We are pleased to announce that Magnite, the largest independent sell-side advertising platform, has acquired SpotX from RTL Group for $1.17 billion in cash and stock. SpotX is one of the leading platforms shaping CTV and video advertising globally.
Together, Magnite and SpotX will create the largest independent CTV and video advertising platform in the programmatic marketplace. The combined company will provide better support for sellers, create an alternative to the CTV advertising market’s largest players, and will greatly improve scale and efficiency for buyers.
Magnite’s expanded technical capabilities and teams will offer swift solutions that cater to a broader set of client needs, including sellers that are newer to the world of programmatic and those who have mature, programmatic-only operations. Likewise, the acquisition will make it easier for brands and agencies to buy premium CTV inventory at scale with standard features and a single, addressable pool of audiences.
LUMA believes we will see more deal activity in CTV as strategics default to inorganic growth initiatives in order to timely capitalize on the significant inflection in the sector brought about by the pandemic. Beneficiaries of this accelerated focus are likely to span a variety of companies including media, distribution, monetization, workflow, data and analytics.
LUMA advised Magnite on the transaction.
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 The Rubicon Project (NYSE:RUBI) has closed its merger with Telaria (NYSE:TLRA) 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 omni-channel 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.
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.
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.
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.
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.
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.
LUMA Securities, a wholly-owned broker-dealer of LUMA, acted as co-managing underwriter of the Cision public secondary offering.
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.
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.
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.
We are excited to announce that BounceX has completed a financing led by Battery Ventures. LUMA advised BounceX on the transaction.
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.
“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.”
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.
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.
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.
LUMA Securities, a wholly-owned broker dealer of LUMA, acted as co-managing underwriter of the Snap Inc. initial public offering.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
LUMA Securities, a wholly-owned broker dealer of LUMA, acted as co-managing underwriter of The Rubicon Project initial public offering.
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.
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.
LUMA Securities, a wholly-owned broker dealer of LUMA, acted as co-managing underwriter of the Rocket Fuel, Inc. initial public offering.
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.”
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.
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.
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.
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.
LUMA advised interclick on its acquisition by Yahoo! Yahoo! will leverage interclick’s scalable technology platform to optimize inventory monetization using audience data.
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.
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.
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.
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.
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.
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, 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, 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.
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.