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.

DMS 15

April 15, 2015


LUMA Partners hosts its 7th annual Digital Media Summit on May 20, 2015 during Internet Week NY. More than 500 leaders from the digital media industry will be on hand (300 CEOs, 100 strategic investors, 100 financial investors) for pithy discussion of topical issues and power networking. DMS 15 is by invitation only and will be held at Convene in New York City.

For more information, click on the video above or visit the DMS 15 website here.


AppNexus Acquires Yieldex

March 18, 2015

Today, AppNexus announced the acquisition of Yieldex, Inc., a market leader in publisher forecasting and analytics tools for premium inventory. With the acquisition of Yieldex, AppNexus will be able to offer an integrated, full-stack solution to publishers and grow its traction in the programmatic direct market.

LUMA Partners represented Yieldex in the transaction.

The programmatic direct market is ready to take off after years of investment in technology to optimize premium inventory workflow. Publishers and digital buyers have long waited for premium inventory solutions that come with the efficiency they expect from remnant inventory solutions. Now that the technology is here for premium direct sales, we will start to see the bulk of publishers’ revenues being created through programmatic means.

This deal follows activity in this burgeoning category from Rubicon Project last fall and we expect to see more consolidation as market leaders aim to offer media buyers with complete solutions for automating sales of any kind of inventory.

Congratulations to Yieldex and AppNexus!

Rubicon Project Acquires iSocket

November 17, 2014

Today, Rubicon Project (NYSE: RUBI) announced the acquisition of iSocket, Inc., a leader in programmatic direct advertising solutions. 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 Partners represented iSocket in the transaction.

While the RTB market subset of programmatic media buying has flourished in the past few years, the advent of software automation applied to non-auction, direct traded media is just now upon us. Automated guaranteed workflow solutions will substantially improve efficiency and yield for premium inventory across display, mobile and video. For premium publishers, this segment represents the lion’s share of advertising revenue and having the right tools to be able to optimize and increase the efficiency of transactions is paramount.

LUMA has consistently called for the inevitable application of software solutions for the premium end of the inventory spectrum. Consolidation of advanced capabilities into the hands of scaled media automation leaders, such as Rubicon Project, is a natural step in that market development. We anticipate further consolidation activity as this promising sector develops.

We believe this deal marks a very strategic point in the evolution of software-enabled media buying. Congratulations to iSocket and Rubicon Project!

DMS 14

May 12, 2014

LUMA Partners’ 6th Annual Digital Media Summit is coming up and the LUMA team is laser focused on making this year the best yet. DMS is one of the most interesting and engaging industry conferences supporting the ecosystem that features 500 industry leaders, including 300 CEOs. We’re excited to feature a stellar roster on the main stage including Neal Mohan (Google), Bob Lord (Aol), Mark Thompson (New York Times), Blake Chandlee (Facebook) and Colson Hillier (Verizon). Add to this interactive breakout sessions, organized one-on-one meetings and non-stop networking and you can see why DMS is a differentiated summit experience. Find out more about DMS 14 here.