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1
Q4 2015
Market Report
LUMApartners
Digital
Brief 006
2
Mobile
LUMA’s Singular Focus on Digital Media
Technology
Media
Marketing
MarTech
Digital
Content
Ad	Tech
Ø LUMA’s	expertise	is	at	the	intersection	of	Media,	
Marketing	and	Technology
Ø At	this	intersection	exists:
§ Digital	Content: content	sites,	MCNs,	game	
publishers,	aggregators
§ Ad	Tech: display,	search,	video,	mobile,	social,	
content	marketing/native,	connected	TV
§ MarTech: data,	analytics,	sales	and	marketing	
automation,	email,	predictive	tools,	commerce	
technology,	shopper	marketing,	payments
Ø Mobile proliferation	has	a	major	impact	on	these	
markets	and	LUMA	is	deeply	knowledgeable	on	
mobile
3
Overall Commentary on Consolidation
Ø In	our	third	Market	Update,	we	reported	59	
acquisitions	in	digital	media,	highlighted	by	
strategic	buyers	in	Media,	Marketing	Technology,	
and	Commerce	
Ø The	deals	we	track	in	this	report	fall	into	one	of	
four	categories:
§ Large	(over	$500	mm)
§ Medium	($100	– $500	mm)
§ Small	($20	– $100	mm)
§ Sub	$20	mm	exits	are	considered	tech	and	team	deals,	
capitulations,	or	undisclosed
44
95
59
46
72
61 78
0
50
100
150
200
250
2014 2015
Ad	Tech MarTech Digital	Content
U.S. Digital Media M&A Activity by Sector
Source: LUMA Partners
#	of	Transactions
Ø In	2014	we	saw	the	inflection	point	
of	rising	programmatic	advertising	
spend	and	very	strong	Ad	Tech	M&A	
activity	to	reflect	it
Ø In	2015	M&A	in	digital	media	and	
marketing	transactions	exploded	as	
strategic	interest	increased	
significantly
55
18 16 14 11
11
21 22
18
18
18 23
19
0
10
20
30
40
50
60
70
Q1	2015 Q2	2015 Q3	2015 Q4	2015
Ad	Tech MarTech Digital	Content
U.S. Digital Media M&A Activity by Sector
Source: LUMA Partners
#	of	Transactions
Ø M&A	activity	slowed	during	Q4,	but	
still	completed	an	eventful	year	for	
deals
66
MARKETING	TECH
CRM	SOFTWARE
INTERNET	ORIGINALS TELCO
MARKETING
MEDIA
DATA
CONSUMER	INTERNET
TECH	SERVICES
COMMERCE
Right Time
Decisioning of
Consumer Data
(Ad Tech and MarTech)
A Growing Robust Pool of Strategic Buyers
Ø Software	solutions	that	
enable	decisioning	of	
consumer	data	is	a	
capability	that	attracts	
deep	pocketed	strategics	
from	a	wide	variety	of	
industries
Ø Many	companies	from	
Ad	Tech	and	MarTech	
have	developed	these	
capabilities
7
Ad Tech M&A Activity
Ø Full	Year	Observations
§ The	growing	pool	of	new	strategic	
buyers	will	be	the	catalyst	for	
M&A	in	Ad	Tech	for	years	to	come
§ Mobile	and	video	made	up	most	
of	the	largest	exits	this	year,	
confirming	the	direction	the	
industry	is	headed
Ø Looking	Ahead	– Cross	Channel	Tools
§ Outside	media	intermediation,	we	
expect	to	see	ongoing	emphasis	in	
workflow	automation,	
measurement,	and	analytics,	as	
the	ecosystem	seeks	to	simplify	
processes	across	channels	and	
gain	more	holistic	insights
#	of	Transactions
Source: LUMA Partners
3
1
3
1
15
15 11
10
0
5
10
15
20
Q1	2015 Q2	2015 Q3	2015 Q4	2015
+$100M <$100M
8
Ad Tech – 2015 Notable Deals
Acquirer
Capital
Raised
Enterprise
Value
Comments
$32M $200M
By	adding	data	management	platform	Exelate,	Nielsen	will	be	able	to	offer	
clients	media	measurement	data	and	programmatic	advertising	data
$40M $720M
VistaEquity	Partners	acquired	Mediaocean,	a	leading	workflow	and	planning	
automation	company,	to	further	develop	its	digital	video	and	TV	products
$18M $533M
Twitter’s	mobile	ad	capabilities	will	become	more	sophisticated	after	
integrating	with	TellApart’s retailer-focused	retargeting	technology
NYSE $238M
AOL’s	acquisition	of	mobile	ad	network	Millennial	Media	is	the	missing piece	
to	Verizon’s	complete	advertising	strategy
$25M $176M
With	the	acquisition	of	Unruly,	News	Corp	will	gain	access	to	the	company’s	
expertise	in	video	distribution and Ad Tech	platform for	its	long	list	of	brands
NASDAQ $732M
The	merger	forms a	comprehensive	data	platform	that	combines	ComScore’s
digital	audience	data	with	Rentrak’s census-based	data	on	TV
Source: Capital IQ; Crunchbase
9
MarTech M&A Activity
#	of	Transactions
Ø Full	Year	Observations
§ Email,	data	management	and	
analytics	remained	key	
acquisition	target	areas
§ 2015	saw	acquisitions	of	early	
predictive	analytics	tools	such	as	
Fliptop and	C9
Ø Looking	Ahead	– Convergence
§ MarTech acquisition	activity	is	
expected	to	be	high	in	2016,	with	
buyers	across	the	“marketing	
clouds,”	eCommerce and	internet	
sectors	targeting	sectors	such	as	
identity,	predictive	analytics,	data	
management	and	“Sales	Tech”
Source: LUMA Partners
1
5
3 3
10
16 19
15
0
5
10
15
20
25
Q1	2015 Q2	2015 Q3	2015 Q4	2015
+$100M <$100M
10
MarTech – 2015 Notable Deals
Acquirer
Capital
Raised
Enterprise
Value
Comments
$154M $600M
MasterCard	acquired	Applied	Predictive	Technologies	which	offerscloud-based	
predictive	analytics	that	are	used	for	marketing	and	pricing	strategies
N/A $4B
The	acquisitionof	Dealertrackand	its	digital	marketing	services	for	dealerships	will	
enable	Cox	Automotive	to	create	a	broader	suite	of	tools	for	the	automotive	industry
NASDAQ $925M
PermiraFunds	acquired	eBay	Enterprisewhich	includes	four	different	divisions:	
Magento,	eBay	Marketing	Solutions,	Enterprise	Services	and	Operations
N/A $841M
Cision,	a	provider	of	PR	and	social	media	technology	services,	acquired	PR	Newswire	to	
help	its	clients	better	manage	the	lifecycle	of	communications
NASDAQ $1.1B
EnduranceInternational	Group,	a	provider	of	web	hosting,	will	acquire	email	giant	
Constant	Contact	to	expand	its	growing	digital	marketing	capabilities
$88M $450M
With	the	acquisition	of	MarketShare,Neustaradds	a	leading	omni-channel	marketing	
solution	to	its	product	suite	as	it	transitions	into	a	digital	marketing-first	company
Source: Capital IQ; Crunchbase
11
Digital Content M&A Activity
Ø Full	Year	Observations
§ Digital	content	M&A	this	year	was	
highlighted	by	companies	buying	
new	businesses	outside	their	core	
business	from	Under	Armour
acquiring	mobile	app	MyFitnessPal
to	LinkedIn	acquiring	online	
learning	company	Lynda.com
Ø Looking	Ahead	– Golden	Age	of	
Content
§ The	new	Golden	Age	of	Content	is	
driving	increased	strategic	interest	
to	publishers	that	have	achieved	
scale	across	all	channels	and	
significant	footholds	in	premium	
video
#	of	Transactions
Source: LUMA Partners
7
3
7
2
11
15
16
17
0
5
10
15
20
25
Q1	2015 Q2	2015 Q3	2015 Q4	2015
+$100M <$100M
12
Digital Content – 2015 Notable Deals
Acquirer
Capital
Raised
Enterprise
Value
Comments
$18M $475M
Under	Armour’s acquisition	of	MyFitnessPal	signifies	the	sportswear	giant’s	
ambition	to	become	a	complete	digital	platform	for	athletes
$289M $1.5B
By	buying	online	learning	company	Lynda.com,	LinkedIn	adds	education	to	its	
core	business	of	connecting	job	seekers	with	new	opportunities
$55.6M $442M
German	publisher	Axel	Springer	acquireddigital	news	publisher	Business	Insider	to	
broaden	its	international	audience	and	diversify	its	English-language	brands	
NYSE $5.9B
Console	videogaming	giant	Activision	/	Blizzard	acquired	“Candy	Crush”	creator	King	to	
strengthen	its	foothold	in	mobile	gaming	where	the	market	is	expanding	quickly
N/A $4.2B
Verizon	has	agreed	to	acquire	AOL	in	order	to	expand	the	telecom	giant’s	
content	and	advertising	business
N/A $575M
By	acquiring	PlentyofFishand	its	90	million	users,	IAC	further	strengthens	its	portfolio	of	
digital	dating	properties	which	include	Match.com,	Tinder,	and	OkCupid
Source: Capital IQ; Crunchbase
13
-100%	
-80%	
-60%	
-40%	
-20%	
0%	
20%	
40%	
60%	
1/2/15	 2/2/15	 3/2/15	 4/2/15	 5/2/15	 6/2/15	 7/2/15	 8/2/15	 9/2/15	 10/2/15	 11/2/15	 12/2/15	
MM TUBE RUBI TRMR MXPT YUME FUEL CRTO MRIN NASDAQ
Ad Tech – 2015 Stocks Performance
Market Data as of 12/31/15
Ø More	of	the	Same	in	Q4	for	Ad	Tech
§ Collectively,	Ad	Tech	stocks	fell	5%	in	the	
final	quarter	of	the	year
§ TUBE	soared	in	Q4,	rising	30%,	but	is	still	
almost	40%	off	of	its	high
§ MXPT	continues	to	struggle	in	the	public	
markets,	plummeting	over	58%	in	the	
quarter
Ø Programmatic	vs Managed	Service
§ Although	the	sector	faced	a	tumultuous	year,	
falling	over	35%,	technology-first	
programmatic	companies	are	showing	
strength	in	their	business	models
§ Managed	service	companies	on	average	fell	
over	47%
14
MarTech – 2015 Stocks Performance
Market Data as of 12/31/15
§ While	Q4	was	strong,	most	of	the	MarTech /	
SaaS companies	struggled	in	2015,	declining	
more	than	4%
§ Of	the	eight	public	MarTech companies,	only	
CRM	and	HUBS	finished	year	in	positive	
territory,	growing	34%	and	68%,	respectively
Ø MarTech Closes	Strong	in	Q4,	After	a	Difficult	Year
§ The	sector	outperformed	the	NASDAQ	in	the	
quarter,	soaring	9%
§ The	biggest	bright	spot	in	Q4	was	BCOV,	climbing	
more	than	26%	after	dropping	36%	at	the	end	of	Q3	
from	the	beginning	of	the	calendar	year
-60%	
-40%	
-20%	
0%	
20%	
40%	
60%	
80%	
1/2/15	 2/2/15	 3/2/15	 4/2/15	 5/2/15	 6/2/15	 7/2/15	 8/2/15	 9/2/15	 10/2/15	 11/2/15	 12/2/15	
CRM MKTO HUBS BCOV BV CTCT DWRE JIVE NASDAQ
15
Q4 Key Startup Financings to Watch
Lead Investor Capital Raised Valuation Comments
$200M $4.4B
Vice	Media has	raised	more	capital	to	build	its	media	brand	across	all	
platforms	from	television to	virtual	reality
$158M $1.9B
AppDynamics,	an	application	performance	management	platform,	now	has	
over	1,600	customers	and	is	preparing	for	an	eventual	initial	public	offering
$53M N/A
Tag	managementprovider	Ensightenwill	be	using	its	new	capital	to	push	innovation	
and	sales	of	its	growing	omni-channel	customer	data	platform
$105M $1.0B
Online	education	company	Udacity has	raised	a	new	round	of	funding	as	it	
reaches	profitability	with	11,000	paying	students
$75M N/A
Earnest,	a	company	trying to	reimagine	lending,	is	tackling	now	a	very	
crowded	market	that	is	ripe	for	disruption	and	technology	intermediation
$350M $1.4B
Jet.com recently	moved	away	from	an	annual membership	model to	focus	
on	its	pricing	engine	and	“Smart	Carts”	that	give	customers	the	lowest	prices
Source: Crunchbase
1616
LUMA’s Recent Content
State	of	Digital	Marketing
Presented	at	DMS	West	15
Ø At	our	inaugural	Digital	
Marketing	Summit,	we	
presented	the	State	of	Digital	
Marketing,	which	provides	
our	views	on	the	market	and	
significant	trends	in	the	digital	
marketing	ecosystem
The	State	of	Digital	Video
Presented	at	VidCon 2015
Ø At	VidCon 2015	we	presented	
our	views	on	the	rise	of	the	
digital	video	market	and	its	
surge	against	traditional	TV
Digital	Brief	004
Back	to	Mad	Men
Ø In	our	fourth	Digital	Brief	we	
explained	what	the	future	
holds	for	ad	agencies	and	five	
strategies	they	make	take	in	a	
competitive	marketplace
1717
LUMA’s M&A Deals in 2015
December 2011
December 2015
has been acquired by
The undersigned acted as co-financial
advisor to MarketShare Partners.
December 2011
May 2015
has merged with
The undersigned acted as exclusive financial
advisor to MyBuys, Inc.
December 2011
September 2015
has been acquired by
The undersigned acted as exclusive financial
advisor to Unruly Holdings Limited, Inc.
December 2011
April 2015
has been acquired by
The undersigned acted as exclusive financial
advisor to Yieldex, Inc.
December'2011'October'2015'
has$been$acquired$by$
The$undersigned$acted$as$exclusive$financial$
advisor$to$Millennial$Media,$Inc.$
a$division$of$
18
acquired	by
December	2015
MarketShare to be Acquired by Neustar
LUMA Partners acted as Financial Advisor to MarketShare Partners
Announced November 5, 2015
Strategic	Rationale
Ø Through	the	acquisition	of	MarketShare,	Neustar	will	gain	access	to	the	company’s	expertise	in	
marketing	planning	and	cross-channel	attribution	
Ø Neustar	has	evolved	in	recent	years	from	an	information	and	security	business	to	a	broader	
information	services	and	software	business,	with	a	strong	focus	on	marketing	technologies.		
MarketShare,	with	its	CMO-level	offerings,	broadens	Neustar’s	MarTech	solutions	and	elevates	
its	importance	to	CMOs
Ø MarketShare	has	top-tier	clients,	including	Ford,	Best	Buy,	Hilton,	The	Home	Depot,	Neiman	
Marcus,	Intel,	SAP,	MasterCard,	The	Pottery	Barn	and	SAB	Miller,	enabling	cross-sell	between	
Neustar	and	MarketShare	customers
Ø Enables	MarketShare	to	join	forces	with	a	company	who	has	long	been	an	expert	in	first-party	
data,	a	vital	asset	in	digital	marketing	today
LUMApartners
Ø MarketShare	helps	marketers	grow	revenue.	Combining	advanced	analytics	
technology,	scientific	leadership	and	deep	domain	expertise,	MarketShare	
enables	large	companies	to	measure,	predict	and	dramatically	improve	
Marketing’s	impact	on	revenue—typically	generating	a	20%-30%	improvement	
in	marketing	effectiveness	and	3%-4%	revenue	increase,	yielding	a	3x-50x	first-
year	ROI.	Widely	considered	the	market	leader,	MarketShare	helps	direct	tens	
of	billions	of	marketing	investment	dollars	globally.
Ø Neustar,	Inc.	(NYSE:NSR)	is	the	first	real-time	provider	of	cloud-based	
information	services,	enabling	marketing	and	IT	security	professionals	to	
promote	and	protect	their	businesses.	With	a	commitment	to	privacy	and	
neutrality,	Neustar	operates	complex	data	registries	and	uses	its	expertise	to	
deliver	actionable,	data-driven	insights	that	help	clients	make	high-value	
business	decisions	in	real	time,	one	customer	interaction	at	a	time.	
$ Overview
Ø On	11/05/2015,	Neustar	announced	that	it	
would	acquire	MarketShare Partners	for	
$450	million	in	cash
Ø The	transaction	is	expected	to	result	in	
approximately	$60	million	in	tax	benefits	
and	$10-$15	million	of	cost	synergies
Ø Deal	terms:
Ø Enterprise	value:	$450	million
Ø EV/LTM	Revenue:	7.9x
Ø EV/2015E	Revenue:	7.5x
Ø EV/2016E	Revenue:	5.0x
PLANNING
ANALYSIS /
OPTIMIZATION
ACTIVATION
MEASUREMENT
ATTRIBUTION
DATA INGESTION
Paid MediaEmail
CREATIVE
360º Marketing	Cycle
1919
LUMA’s Differentiated Value Proposition
Ø LUMA	has	developed	a	differentiated	value	
proposition	based	on:
§ Focus
§ Expertise
§ Objective	Credibility
§ Trust
§ Performance
Ø LUMA	has	built	a	differentiated	global	brand	
Ø We	leverage	our	brand	to	optimize	financial	
and	strategic	objectives	of	select	quality	clients	
LUMApartners
2020
December'2011'
acquired)by)
="
acquired)by)
December'2011'
acquired)by)
November'2012'
="
acquired)by)
October'2013'
acquired)by)
December'2013'
="
merged)with)
March'2012'
to)form)
acquired)by)
July'2014'
a)subsidiary)of)
acquired)by)
September'2014'
acquired)
December'2014'
acquired)by)
November'2014'
acquired)by)
March'2015'
merged)with)
May'2015'
acquired)by)
September'2015'
a)division)of)
acquired)by)
September'2015'November'2015'
acquired)by)
LUMA’s Content-Driven, Expert-Based Approach
Conference	
Keynotes
Publications
(over	2	million	views)
Corporate	
Teach-ins
LUMAscapes
(over	4	million	views	
from	211	countries)DISPLAY MOBILE VIDEO SOCIAL NATIVE SEARCH MARTECH COMMERCE GAMING STRATEGIC
BUYERS
Completed	
Deals
Digital	Briefs
2121
New York | San Francisco | Palo Alto
Access. Insights. Execution.
LUMApartners

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LUMA Digital Brief 006 - Market Report Q4 2015

  • 2. 2 Mobile LUMA’s Singular Focus on Digital Media Technology Media Marketing MarTech Digital Content Ad Tech Ø LUMA’s expertise is at the intersection of Media, Marketing and Technology Ø At this intersection exists: § Digital Content: content sites, MCNs, game publishers, aggregators § Ad Tech: display, search, video, mobile, social, content marketing/native, connected TV § MarTech: data, analytics, sales and marketing automation, email, predictive tools, commerce technology, shopper marketing, payments Ø Mobile proliferation has a major impact on these markets and LUMA is deeply knowledgeable on mobile
  • 3. 3 Overall Commentary on Consolidation Ø In our third Market Update, we reported 59 acquisitions in digital media, highlighted by strategic buyers in Media, Marketing Technology, and Commerce Ø The deals we track in this report fall into one of four categories: § Large (over $500 mm) § Medium ($100 – $500 mm) § Small ($20 – $100 mm) § Sub $20 mm exits are considered tech and team deals, capitulations, or undisclosed
  • 4. 44 95 59 46 72 61 78 0 50 100 150 200 250 2014 2015 Ad Tech MarTech Digital Content U.S. Digital Media M&A Activity by Sector Source: LUMA Partners # of Transactions Ø In 2014 we saw the inflection point of rising programmatic advertising spend and very strong Ad Tech M&A activity to reflect it Ø In 2015 M&A in digital media and marketing transactions exploded as strategic interest increased significantly
  • 5. 55 18 16 14 11 11 21 22 18 18 18 23 19 0 10 20 30 40 50 60 70 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Ad Tech MarTech Digital Content U.S. Digital Media M&A Activity by Sector Source: LUMA Partners # of Transactions Ø M&A activity slowed during Q4, but still completed an eventful year for deals
  • 6. 66 MARKETING TECH CRM SOFTWARE INTERNET ORIGINALS TELCO MARKETING MEDIA DATA CONSUMER INTERNET TECH SERVICES COMMERCE Right Time Decisioning of Consumer Data (Ad Tech and MarTech) A Growing Robust Pool of Strategic Buyers Ø Software solutions that enable decisioning of consumer data is a capability that attracts deep pocketed strategics from a wide variety of industries Ø Many companies from Ad Tech and MarTech have developed these capabilities
  • 7. 7 Ad Tech M&A Activity Ø Full Year Observations § The growing pool of new strategic buyers will be the catalyst for M&A in Ad Tech for years to come § Mobile and video made up most of the largest exits this year, confirming the direction the industry is headed Ø Looking Ahead – Cross Channel Tools § Outside media intermediation, we expect to see ongoing emphasis in workflow automation, measurement, and analytics, as the ecosystem seeks to simplify processes across channels and gain more holistic insights # of Transactions Source: LUMA Partners 3 1 3 1 15 15 11 10 0 5 10 15 20 Q1 2015 Q2 2015 Q3 2015 Q4 2015 +$100M <$100M
  • 8. 8 Ad Tech – 2015 Notable Deals Acquirer Capital Raised Enterprise Value Comments $32M $200M By adding data management platform Exelate, Nielsen will be able to offer clients media measurement data and programmatic advertising data $40M $720M VistaEquity Partners acquired Mediaocean, a leading workflow and planning automation company, to further develop its digital video and TV products $18M $533M Twitter’s mobile ad capabilities will become more sophisticated after integrating with TellApart’s retailer-focused retargeting technology NYSE $238M AOL’s acquisition of mobile ad network Millennial Media is the missing piece to Verizon’s complete advertising strategy $25M $176M With the acquisition of Unruly, News Corp will gain access to the company’s expertise in video distribution and Ad Tech platform for its long list of brands NASDAQ $732M The merger forms a comprehensive data platform that combines ComScore’s digital audience data with Rentrak’s census-based data on TV Source: Capital IQ; Crunchbase
  • 9. 9 MarTech M&A Activity # of Transactions Ø Full Year Observations § Email, data management and analytics remained key acquisition target areas § 2015 saw acquisitions of early predictive analytics tools such as Fliptop and C9 Ø Looking Ahead – Convergence § MarTech acquisition activity is expected to be high in 2016, with buyers across the “marketing clouds,” eCommerce and internet sectors targeting sectors such as identity, predictive analytics, data management and “Sales Tech” Source: LUMA Partners 1 5 3 3 10 16 19 15 0 5 10 15 20 25 Q1 2015 Q2 2015 Q3 2015 Q4 2015 +$100M <$100M
  • 10. 10 MarTech – 2015 Notable Deals Acquirer Capital Raised Enterprise Value Comments $154M $600M MasterCard acquired Applied Predictive Technologies which offerscloud-based predictive analytics that are used for marketing and pricing strategies N/A $4B The acquisitionof Dealertrackand its digital marketing services for dealerships will enable Cox Automotive to create a broader suite of tools for the automotive industry NASDAQ $925M PermiraFunds acquired eBay Enterprisewhich includes four different divisions: Magento, eBay Marketing Solutions, Enterprise Services and Operations N/A $841M Cision, a provider of PR and social media technology services, acquired PR Newswire to help its clients better manage the lifecycle of communications NASDAQ $1.1B EnduranceInternational Group, a provider of web hosting, will acquire email giant Constant Contact to expand its growing digital marketing capabilities $88M $450M With the acquisition of MarketShare,Neustaradds a leading omni-channel marketing solution to its product suite as it transitions into a digital marketing-first company Source: Capital IQ; Crunchbase
  • 11. 11 Digital Content M&A Activity Ø Full Year Observations § Digital content M&A this year was highlighted by companies buying new businesses outside their core business from Under Armour acquiring mobile app MyFitnessPal to LinkedIn acquiring online learning company Lynda.com Ø Looking Ahead – Golden Age of Content § The new Golden Age of Content is driving increased strategic interest to publishers that have achieved scale across all channels and significant footholds in premium video # of Transactions Source: LUMA Partners 7 3 7 2 11 15 16 17 0 5 10 15 20 25 Q1 2015 Q2 2015 Q3 2015 Q4 2015 +$100M <$100M
  • 12. 12 Digital Content – 2015 Notable Deals Acquirer Capital Raised Enterprise Value Comments $18M $475M Under Armour’s acquisition of MyFitnessPal signifies the sportswear giant’s ambition to become a complete digital platform for athletes $289M $1.5B By buying online learning company Lynda.com, LinkedIn adds education to its core business of connecting job seekers with new opportunities $55.6M $442M German publisher Axel Springer acquireddigital news publisher Business Insider to broaden its international audience and diversify its English-language brands NYSE $5.9B Console videogaming giant Activision / Blizzard acquired “Candy Crush” creator King to strengthen its foothold in mobile gaming where the market is expanding quickly N/A $4.2B Verizon has agreed to acquire AOL in order to expand the telecom giant’s content and advertising business N/A $575M By acquiring PlentyofFishand its 90 million users, IAC further strengthens its portfolio of digital dating properties which include Match.com, Tinder, and OkCupid Source: Capital IQ; Crunchbase
  • 13. 13 -100% -80% -60% -40% -20% 0% 20% 40% 60% 1/2/15 2/2/15 3/2/15 4/2/15 5/2/15 6/2/15 7/2/15 8/2/15 9/2/15 10/2/15 11/2/15 12/2/15 MM TUBE RUBI TRMR MXPT YUME FUEL CRTO MRIN NASDAQ Ad Tech – 2015 Stocks Performance Market Data as of 12/31/15 Ø More of the Same in Q4 for Ad Tech § Collectively, Ad Tech stocks fell 5% in the final quarter of the year § TUBE soared in Q4, rising 30%, but is still almost 40% off of its high § MXPT continues to struggle in the public markets, plummeting over 58% in the quarter Ø Programmatic vs Managed Service § Although the sector faced a tumultuous year, falling over 35%, technology-first programmatic companies are showing strength in their business models § Managed service companies on average fell over 47%
  • 14. 14 MarTech – 2015 Stocks Performance Market Data as of 12/31/15 § While Q4 was strong, most of the MarTech / SaaS companies struggled in 2015, declining more than 4% § Of the eight public MarTech companies, only CRM and HUBS finished year in positive territory, growing 34% and 68%, respectively Ø MarTech Closes Strong in Q4, After a Difficult Year § The sector outperformed the NASDAQ in the quarter, soaring 9% § The biggest bright spot in Q4 was BCOV, climbing more than 26% after dropping 36% at the end of Q3 from the beginning of the calendar year -60% -40% -20% 0% 20% 40% 60% 80% 1/2/15 2/2/15 3/2/15 4/2/15 5/2/15 6/2/15 7/2/15 8/2/15 9/2/15 10/2/15 11/2/15 12/2/15 CRM MKTO HUBS BCOV BV CTCT DWRE JIVE NASDAQ
  • 15. 15 Q4 Key Startup Financings to Watch Lead Investor Capital Raised Valuation Comments $200M $4.4B Vice Media has raised more capital to build its media brand across all platforms from television to virtual reality $158M $1.9B AppDynamics, an application performance management platform, now has over 1,600 customers and is preparing for an eventual initial public offering $53M N/A Tag managementprovider Ensightenwill be using its new capital to push innovation and sales of its growing omni-channel customer data platform $105M $1.0B Online education company Udacity has raised a new round of funding as it reaches profitability with 11,000 paying students $75M N/A Earnest, a company trying to reimagine lending, is tackling now a very crowded market that is ripe for disruption and technology intermediation $350M $1.4B Jet.com recently moved away from an annual membership model to focus on its pricing engine and “Smart Carts” that give customers the lowest prices Source: Crunchbase
  • 16. 1616 LUMA’s Recent Content State of Digital Marketing Presented at DMS West 15 Ø At our inaugural Digital Marketing Summit, we presented the State of Digital Marketing, which provides our views on the market and significant trends in the digital marketing ecosystem The State of Digital Video Presented at VidCon 2015 Ø At VidCon 2015 we presented our views on the rise of the digital video market and its surge against traditional TV Digital Brief 004 Back to Mad Men Ø In our fourth Digital Brief we explained what the future holds for ad agencies and five strategies they make take in a competitive marketplace
  • 17. 1717 LUMA’s M&A Deals in 2015 December 2011 December 2015 has been acquired by The undersigned acted as co-financial advisor to MarketShare Partners. December 2011 May 2015 has merged with The undersigned acted as exclusive financial advisor to MyBuys, Inc. December 2011 September 2015 has been acquired by The undersigned acted as exclusive financial advisor to Unruly Holdings Limited, Inc. December 2011 April 2015 has been acquired by The undersigned acted as exclusive financial advisor to Yieldex, Inc. December'2011'October'2015' has$been$acquired$by$ The$undersigned$acted$as$exclusive$financial$ advisor$to$Millennial$Media,$Inc.$ a$division$of$
  • 18. 18 acquired by December 2015 MarketShare to be Acquired by Neustar LUMA Partners acted as Financial Advisor to MarketShare Partners Announced November 5, 2015 Strategic Rationale Ø Through the acquisition of MarketShare, Neustar will gain access to the company’s expertise in marketing planning and cross-channel attribution Ø Neustar has evolved in recent years from an information and security business to a broader information services and software business, with a strong focus on marketing technologies. MarketShare, with its CMO-level offerings, broadens Neustar’s MarTech solutions and elevates its importance to CMOs Ø MarketShare has top-tier clients, including Ford, Best Buy, Hilton, The Home Depot, Neiman Marcus, Intel, SAP, MasterCard, The Pottery Barn and SAB Miller, enabling cross-sell between Neustar and MarketShare customers Ø Enables MarketShare to join forces with a company who has long been an expert in first-party data, a vital asset in digital marketing today LUMApartners Ø MarketShare helps marketers grow revenue. Combining advanced analytics technology, scientific leadership and deep domain expertise, MarketShare enables large companies to measure, predict and dramatically improve Marketing’s impact on revenue—typically generating a 20%-30% improvement in marketing effectiveness and 3%-4% revenue increase, yielding a 3x-50x first- year ROI. Widely considered the market leader, MarketShare helps direct tens of billions of marketing investment dollars globally. Ø Neustar, Inc. (NYSE:NSR) is the first real-time provider of cloud-based information services, enabling marketing and IT security professionals to promote and protect their businesses. With a commitment to privacy and neutrality, Neustar operates complex data registries and uses its expertise to deliver actionable, data-driven insights that help clients make high-value business decisions in real time, one customer interaction at a time. $ Overview Ø On 11/05/2015, Neustar announced that it would acquire MarketShare Partners for $450 million in cash Ø The transaction is expected to result in approximately $60 million in tax benefits and $10-$15 million of cost synergies Ø Deal terms: Ø Enterprise value: $450 million Ø EV/LTM Revenue: 7.9x Ø EV/2015E Revenue: 7.5x Ø EV/2016E Revenue: 5.0x PLANNING ANALYSIS / OPTIMIZATION ACTIVATION MEASUREMENT ATTRIBUTION DATA INGESTION Paid MediaEmail CREATIVE 360º Marketing Cycle
  • 19. 1919 LUMA’s Differentiated Value Proposition Ø LUMA has developed a differentiated value proposition based on: § Focus § Expertise § Objective Credibility § Trust § Performance Ø LUMA has built a differentiated global brand Ø We leverage our brand to optimize financial and strategic objectives of select quality clients LUMApartners
  • 21. 2121 New York | San Francisco | Palo Alto Access. Insights. Execution. LUMApartners