Archive for September, 2015

News Corp has agreed to acquire Unruly

Today, News Corporation announced the acquisition of Unruly Holdings Limited, a leading social video advertising platform. 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 Partners represented Unruly in the transaction.

Over the last few years, publishers have increasingly focused on trends in video, native, and programmatic technology. As we discussed in our Brave New World presentation, incumbent publishers have seen new entrants successfully leverage technology to not only increase page views, but also drive increased CPMs. Since founding in 2006, Unruly has stayed at the forefront of these trends, building state-of-the-art technology for video ad distribution, native ad insertion, and content optimization. Through this technology, Unruly has attracted top tier advertisers, such as Dove and T-Mobile, who will now be able to benefit from News Corp’s premium content and distribution.
Congratulations to Unruly and News Corp!

AOL has agreed to acquire Millennial Media

Today, AOL, a division of Verizon Wireless, announced the acquisition of Millennial Media, Inc. (NYSE: MM), a leading mobile ad tech company. With the acquisition of Millennial Media, AOL will add significant mobile capabilities to its ONE platform, creating the largest open, mobile-first programmatic platform in the market.

LUMA Partners represented Millennial Media in the transaction.

As we discussed in our State of the State at DMS 15, ad spending is continuing to shift towards programmatic and there is still a big opportunity in mobile advertising, as ad spend is far behind time spent. According to eMarketer, mobile ad spending is expected to reach $40 billion by 2016, with approximately 69% bought programmatically. Millennial Media has stayed ahead of both of these trends by acquiring programmatic capabilities and building a large mobile presence. Millennial Media completed its full-stack programmatic platform in 2014 with the acquisition of Nexage and has achieved significant scale, reaching more than 65,000 apps and one billion unique global users.

Throughout the last year and half we have seen a number of Ad Tech and MarTech acquisitions from new entrants, including Telco, Consumer Internet, CRM/Software, and Data companies.  This deal is another example of ongoing interest in digital marketing, and we expect this trend to continue as deep pocketed buyers seek “right-time decisioning of consumer data”.

Congratulations to Millennial Media and AOL!