News Corp Has Agreed to Acquire Unruly

September 16, 2015

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

September 3, 2015

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!


DMS 15

June 11, 2015

LUMA Partners hosted its 7th annual Digital Media Summit on May 20, 2015 in New York City. We brought together more than 500 industry leaders, including 300 CEOs under one roof to create the premier conference experience for digital media decision makers.

This year our fantastic lineup of speakers on the main stage featured some of the biggest names in Digital Media:

Wrapped in a James Bond theme (it was our 007th DMS), the summit focused on pressing topics around content, commerce, data, email, mobile, native advertising, TV and video. And, of course, there was the non-stop networking with near everyone in the industry.

At DMS, we presented our annual State of the State, which looks at markets and trends in digital media. You can view or download the presentation here.

MyBuys Has Merged With Magnetic

May 28, 2015

On May 20th, Magnetic, a digital advertising company, announced the merger with MyBuys, Inc., a leader in multi-channel marketing and personalization. The combined entity, operating under the Magnetic name, will enable marketers to prospect, acquire, convert and reactivate customers across a variety of channels, including display, email, on-site and mobile, all on a single platform and in real time.

LUMA Partners represented MyBuys in the transaction.

While innovation in marketing automation and programmatic advertising has made marketers more efficient and effective, the growing number of point solutions is overwhelming.  Lately there have been a number of strategic combinations at the intersection of Ad Tech and MarTech, uniting once disparate functions and technologies in order to increase marketing effectiveness and improve the consumer experience. The combination of MyBuys and Magnetic is a prime example of this trend.

Congratulations to MyBuys and Magnetic!


LUMA Expands the Partnership

April 30, 2015

It is with great pleasure that I announce a major expansion of the LUMA partnership. Joining LUMA Partners in our West Coast offices are Mark Greenbaum (second from left) and Dick Filippini (far left); two very experienced bankers from GCA Savvian.

I have known and worked with both Mark and Dick for years. Both professionals are deeply knowledgeable in digital media and marketing with a particular focus on mobile and gaming, and the pair have been advising entrepreneurs and executing many successful transactions as a team.

Mark is an M&A expert with primary responsibility around strategy and deal execution. With more than 15 years of technology banking experience at Morgan Stanley and GCA Savvian, and more than 70 completed transactions totaling $15 billion, Mark brings a wealth of deal experience to augment LUMA’s capabilities.

Dick is a mobile and gaming expert with 15 years of experience advising and investing in the technology sector at UBS, Volpe Brown Whelan, W.R. Hambrecht, Optical Capital and GCA Savvian. Dick enjoys trusted relationships with entrepreneurs, investors and strategic companies alike. His addition both broadens and deepens LUMA’s coverage in digital media and marketing.

Brian and I are excited to partner up with these incredible individuals and look forward to what we can do together on the LUMA platform.

Who are the other people you ask? That’s even more exciting news which will be forthcoming soon. Stay tuned!

Access. Insights. Execution.