Marketing, Media, and Technology Industries
4Q13–4Q14 M&A and Investment Activity
($ in Billions)
Marketing, Media, and Technology Industries
2014 M&A and Investment Activity
($ in Millions)
Securities offered through Petsky Prunier Securities, LLC
1
2H14
DEAL
NOTES
M&A and Investments Review
Marketing, Media, and Technology
Industries
Overview
1
Segment Analysis
Digital Media/Commerce
5
Digital Advertising
6
Marketing Technology
7
Agency & Marketing Services
8
Traditional Media
9
Selected Recent Transactions
10
About Petsky Prunier
11
2014 Review of M&A and Investment Activity in
the Marketing, Media, and Technology Industries:
2,907 Transactions Totaling a Reported
$126.6 Billion; 25 +$1 Billion Transactions
During the Year
Digital Media/Commerce was the Most Active Segment in 2014
for Both M&A and Investment Activity, Totaling 1,075 Transactions
and $49.1 Billion in Reported Deal Value

During 2014, Petsky Prunier tracked 2,907 M&A and investment transactions, of which
1,825 were reported for a total of $126.6 billion across five broad segments: Digital
Media/Commerce, Digital Advertising, Marketing Technology, Agency & Marketing
Services, and Traditional Media. Digital Media/Commerce was the most active and
highest-value segment spanning control transactions and minority investments with a
total of 1,075 transactions, of which 747 were reported worth $49.1 billion in deal value.
There was a total of 349 Digital Media/Commerce acquisitions, of which 85 were worth
$28.3 billion in aggregate reported value. Of the 25 +$1 billion transactions announced
during the year, nine acquisitions worth $22.5 billion were reported in the Digital Media/
Commerce segment. Marketing Technology was the second most active segment with
978 transactions, of which 639 were reported at $19.4 billion. [continued on page 2]
Deal Notes Second Half 2014
2

Microsoft’s $2.5 billion purchase of Sweden-based gaming company
Mojang, the maker of Minecraft

Amazon’s $970 million acquisition of Twitch, which operates a live
streaming site for gaming

The $350 million purchase of Trunk Club, an online clothing retailer
for men, by Nordstrom
There were 214 Agency & Marketing Services acquisitions in 2014, of
which 43 were worth a total of $14.5 billion. Digital Agency was the most
active subsegment and accounted for 42 percent of the segment’s M&A
volume. Transactions during the second half of the year included:

Publicis Groupe’s pending acquisition of digital agency Sapient for
$3.7 billion

ICF International’s acquisition of digital marketing agency OLSON
for $295 million

Blackhawk Network’s acquisition of Parago, a provider of customer
incentive and engagement solutions, for approximately $290 million
Petsky Prunier tracked 146 Traditional Media transactions in 2014, of
which 55 were worth $16.9 billion. The B-to-B Media subsegment totaled
24 transactions, of which five reported $1.4 billion in value. Transactions
during the second half of the year included:

UBM’s $972 million purchase of tradeshow organizer Advanstar
from Anchorage Capital Group, Ares Management, and Veronis Suhler
Stevenson, at a valuation of 4.6x revenue

CBS Outdoor Americas’ $690 million acquisition of Van Wagner
Communications’ outdoor advertising businesses

Whale Media Investments’ $475 million purchase of a majority stake
in Forbes Media

Informa’s $237 million purchase of Hanley Wood Exhibitions
[continued on page 3]
M&A Activity
There were 1,271 mergers and acquisitions in 2014, accounting for
44 percent of aggregate deal volume. Of those deals, 327 had a reported
$88.7 billion in total deal value. Marketing Technology was the most
active M&A segment with 375 transactions. Transactions in the Marketing
Technology segment during the second half of the year included:

Oracle’s pending acquisition of data company Datalogix

Salesforce’s reported $350 million acquisition of RelateIQ, a provider
of customer relationship management software solutions

Australian telecommunications company Telstra’s increased stake in
video service provider Ooyala from 23 percent to 98 percent, paying
$270 million on top of the $61 million it had previously invested

Emdeon’s $200 million purchase of Change Healthcare Corporation,
provider of a consumer engagement platform
The Digital Advertising segment generated 187 transactions in 2014,
of which 59 totaled $18.3 million in value. The segment was driven by
13 Online Lead Generation deals, of which eight were reported totaling
$5.4 billion. Digital Video was the most active subsegment during the year
with 39 acquisitions, of which 13 were reported at $2.7 billion in aggregate
value. Transactions in the Digital Advertising segment during the second
half of the year included:

Zillow’s $3.3 billion purchase of Trulia, a provider of tools for
researching homes for sale, at a valuation of 19.1x revenue

Alliance Data Systems’ pending $2.3 billion purchase of digital
marketing services company Conversant at a valuation of 4.0x revenue
and 12.0x EBITDA
Gannett’s acquisition of the remaining 73 percent stake in Cars.com
for $1.8 billion

The $950 million purchase of Move, which operates an online network
of Websites for real estate search, by News Corporation
The Digital Media/Commerce segment had 349 transactions in 2014, of
which 85 were reported at $28.3 billion in aggregate value. Fifty-nine
percent of reported value in the segment was from the Gaming subsegment
with 36 acquisitions, of which 18 were worth $16.7 billion. In addition to
GTECH’s $6.5 billion acquisition of gaming company International Game
Technology, the largest acquisitions in the segment included:
Deal Notes Second Half 2014
3
Investment Activity
Minority investments accounted for 56 percent of overall volume and
30 percent of reported deal value in 2014. Of the total 1,635 investments,
1,498 had a reported value of $37.8 billion. Eighty-one percent of
investments was in the Digital Media/Commerce and Marketing
Technology segments. Digital Media/Commerce was the most active and
highest value segment among investors with 725 investments, of which
662 were reported at $20.8 billion in aggregate deal value. eCommerce,
Mobile Content/Apps, and Social Media/Apps, together, accounted for
76 percent of investments in the Digital Media/Commerce segment.
Investments in the segment during the second half of the year included:

Uber reportedly raised up to $3 billion in multiple rounds of funding
at a latest valuation of more than $40 billion

More than $2 billion raised in multiple rounds during the year by
eCommerce site Flipkart, reaching a reported valuation of $11 billion,
from investors including DST Global, GIC, ICONIQ Capital,
Tiget Global, Baillie Gifford, Greenoaks Capital, Steadview Capital,
T. Rowe Price, and Qatar Investment Authority

Snapchat raised $485.6 million in new funding from 23 investors
at a reported valuation of $10 million
Marketing Technology had 603 transactions, of which 554 were worth
$8.6 billion in aggregate reported value. Investment activity in the segment
was led by the Analytics & Targeting subsegment with 147 transactions,
of which 140 were reported at a total of $1.4 billion in value. Investments
in Marketing Technology during the second half of the year included:

MasterCard’s $185 million investment in Mozido, a provider
of real-time customer analytics

Accel Partners’ $60 million investment in Hootsuite Media, a provider
of social media management solutions

BlueRun Ventures and Formation 8’s $55 million co-led investment
in sales and marketing intelligence provider Radius

The $50 million Sequoia Capital-led investment in Medallia,
a provider of customer experience tracking software
Buyer & Investor Activity
Strategic buyers announced 1,225 transactions in 2014, of which 307 were
reported totaling $71.2 billion in value. More than half of acquisitions
by strategic buyers occurred within the Digital Media/Commerce and
Marketing Technology segments, while another 17 percent was within
the Agency & Marketing Services segment. The most active buyers across
all segments were WPP with 25 acquisitions, Publicis with 17, and Yahoo
with 15.
Private equity buyout firms completed 47 acquisitions, 20 of which were
reported for a total of $17.6 billion. Agency & Marketing Services was
the highest value segment with eight reported buyouts, of which four
were worth $9 billion in aggregate deal value. In addition to The Carlyle
Group’s reported $4.8 billion purchase of outsourced sales and marketing
company Acosta Sales & Marketing, private equity transactions during
the second half of the year included:

CVC Capital Partners’ $1.1 billion acquisition of Sky Betting and
Gaming from British Sky Broadcasting Group

Great Hill Partners’ 60 percent stake in UK-based Momondo Group,
an online travel search company, for $130 million
Venture and growth capital investors announced 1,635 transactions,
of which 1,498 were reported at $37.8 billion in aggregate deal value.
Sequoia Capital and Accel Partners were the most active investors with
25 and 19 investments, respectively, during the year.
IPO Activity
There were 20 IPOs in the Marketing, Media, and Technology
industries in 2014. Seven IPOs were completed in the second half of
the year, including Cnova, HubSpot, Wayfair, iDreamSky Technologies,
Townsquare Media, TubeMogul, and Alibaba, which raised $25 billion
in the largest global IPO ever. Seven of the public offerings in 2014 priced
above their initial filing ranges: Care.com, Grubhub, Coupons.com,
JD.com, HubSpot, Wayfair, and iDreamSky Technologies. GoDaddy
and Zoosk filed to go public in 2014 but have yet to price.
[continued on page 4]
[continued from page 2]
Deal Notes Second Half 2014
4
4Q14 M&A and Investment Summary
In 4Q14, Petsky Prunier tracked 739 M&A and investment transactions,
of which 512 were reported for a total of $27 billion in aggregate value.
Digital Media/Commerce was the most active and highest value segment
in 4Q14, accounting for 45 percent of aggregate reported deal value,
helped by $4.7 billion in Mobile Content/Apps investments. The largest
deal in the quarter is the pending acquisition of Sapient by Publicis for a
reported $3.7 billion. Fundraising in 4Q14 was led by Uber’s $1.8 billion,
including up to $600 million from China-based eCommerce company
Baidu.com, at a reported valuation of more than $40 billion.
Marketing, Media, and Technology Industries
4Q14 M&A and Investment Activity
($ in Millions)
[continued from page 3]
Buyers
Strategic buyers accounted for 29 percent of transactions in the segment, with 156 deals of which 44 were worth $19.9 billion in aggregate reported
value. In the fourth quarter, reported strategic deal value and volume were down 82 percent and 25 percent, respectively, from 3Q14. Private equity
investors completed four acquisitions in the second half. The most active strategic buyer during 2H14 was Yahoo with three transactions.
Deal Notes Second Half 2014
M&A and Investment Activity
Petsky Prunier tracked 542 transactions (160 acquisitions and 382 investments) in the Digital Media/Commerce segment during the second half
of 2014, of which 395 had a reported aggregate value of $33.3 billion. Activity was up six percent in the fourth quarter, while reported value
decreased 42 percent. Mobile Content/Apps was the most active subsegment during the seconds half of the year, with 163 transactions (42 acquisitions
and 121 investments), followed by eCommerce, which together accounted for 57 percent of the segment’s total activity. In addition to Microsoft’s
$2.5 billion acquisition of Mojang and Amazon’s $970 million purchase of Twitch, transactions during the second half of the year included:
Churchill Downs’ $885 million purchase of social casino studio and mobile gaming producer Big Fish Games
Expedia’s $606 million acquisition of Australia-based online travel booking services provider Wotif.com, at a valuation of 4.7x revenue
and 9.9x EBITDA
The $200 million purchase of email prioritization app developer Acompli by Microsoft
Intertain Group’s $126 million acquisition of online gaming company Vera&John
In addition to the multi-billion dollar investments in Uber and Flipkart, as well as Snapchat raising nearly $500 million at a reported $10 billion
valuation, Digital Media/Commerce investments during the second half of the year included:
The $700 million Series D raised by China-based taxi-hailing app developer Didi-Dache
India-based eCommerce marketplace Snapdeal’s $627 million round of funding from SoftBank Capital
Vice Media’s $250 million investment from Technology Crossover Ventures and an additional $250 million from A&E Networks, reportedly valuing
the company at more than $2.5 billion
5
Digital Media/Commerce
Most Active Digital Media/Commerce Subsegments
Digital Media/Commerce Transactions by Type of Buyer/Investor
Deal Notes Second Half 2014
M&A and Investment Activity
There were 234 transactions (92 acquisitions and 142 investments) in the Digital Advertising segment during the second half of 2014, of which 170
had a reported aggregate value of $16.6 billion. Compared to 3Q14, volume decreased 10 percent, while value decreased 71 percent.
Vertical Search and Digital Video were the most active subsegments with 52 transactions each. In addition to Zillow’s $3.3 billion acquisition of Trulia
and Gannett’s purchase of Cars.com for $1.8 billion, activity for the second half of the year included:
News Corp.’s $950 million purchase of Move, which operates an online network of Websites for real estate search
Yahoo’s $640 million acquisition of video ad provider Brightroll
The $200 million purchase of digital video adtech company TrueX Media by 21st Century Fox
Digital Advertising investments in the second half of the year included:
Local services marketplace Thumbtack’s $100 million round of funding from Google Capital
$50 million in equity and debt raised by location-based mobile ad specialist xAd from Institutional Venture Partners, Emergence Capital,
SoftBank Capital, and Silicon Valley Bank
$45 million in debt financing raised by adtech company The Trade Desk from Bridge Bank and Opus Bank
Buyers
Strategic buyers accounted for 38 percent of all transactions in the segment during 2H14, with 89 acquisitions, of which 33 were worth $13.7 billion
in aggregate reported value. The most active strategic buyer during the 2H14 was Yahoo with four. Segment activity between the third and fourth
quarter fell by 38 percent among strategic buyers, while value decreased 87 percent. There were 252 venture and growth capital investments in 2014,
of which 76 of which were in the fourth quarter.
6
Digital Advertising
Most Active Digital Advertising Subsegments
Digital Advertising Transactions by Type of Buyer/Investor
Deal Notes Second Half 2014
7
Marketing Technology
M&A and Investment Activity
A total of 447 deals (166 acquisitions and 281 investments) were completed in the Marketing Technology segment in 2H14, of which 286 had
a reported aggregate value of $6.7 billion. Activity was driven by the Analytics & Targeting subsegment, with 103 transactions of which 30 were
acquisitions, the most of any subsegment. Marketing Technology M&A in the second half of the year included:
Yahoo’s purchase of mobile advertising analytics solutions provider Flurry for a reported $240 million
The $233 million purchase of Location Labs, a mobile security platform, by AVG Technologies
Emdeon’s $200 million purchase of consumer engagement and cost transparency solutions provide Change Healthcare
Analytics & Targeting was also the most invested subsegment during the second half of 2014, accounting for one-quarter of total investments in
the segment. Compared to the third quarter, investment value for the subsegment increased 75 percent in 4Q14, while activity was up 43 percent.
Marketing Technology investments in 2H14 included:
Enterprise information management software developer Magnitude Software’s $100 million round of funding from Audax Group
Andreessen Horowitz’s $65 million investment in mobile analytics platform Mixpanel at a reported valuation of $865 million
The $50 million round of funding raised by mobile commerce-as-a-service provider Deem from Hony Capital
Buyers
The most active strategic buyer in the segment during 2014 was Yahoo, which completed five acquisitions. Compared to 3Q14, venture and growth
capital investment activity in the fourth quarter was up 32 percent, while strategic buyer activity was up 13 percent.
Most Active Marketing Technology Subsegments
Marketing Technology Transactions by Type of Buyer/Investor
Deal Notes Second Half 2014
8
Agency & Marketing Services
M&A and Investment Activity
There were 124 transactions (100 acquisitions and 24 investments) in the Agency & Marketing Services segment in the second half of 2014, of which
50 were worth $10.7 billion in aggregate reported value. Digital Agency was the most active subsegment with 53 deals, of which 18 were reported at
$3.6 billion in aggregate deal value. In addition to Publicis’ pending $3.7 billion acquisition of Sapient, ICF International’s $295 million purchase
of OLSON, and Blackhawk Network’s $290 million deal for Parago, other transactions in the segment during the second half of the year included:
The $169 million acquisition of UK-based advertising and branding services provider The Engine Group to Lake Capital
Publicis’ purchase of global technology and digital design company Nurun from Quebecor Media for $114 million
Dentsu Aegis Network’s $48 million purchase of mobile marketing and advertising agency Fetch Media
BlueFocus Communication’s $47 million purchase of industrial design and branding service fuseproject
The $33 million acquisition of digital healthcare agency Cadient Group by Cognizant Technology Solutions
Buyers
Agency & Marketing Services was an active segment among strategic buyers during 2H14 with 95 acquisitions. The most active buyer in the segment
during the second half of 2014 was Publicis with nine acquisitions followed by The CHR Group with three.
Most Active Agency & Marketing Services Subsegments
Agency & Marketing Services Transactions by Type of Buyer/Investor
Deal Notes Second Half 2014
M&A and Investment Activity
A total of 69 transactions (60 acquisitions and nine investments) were reported among traditional media companies in 2H14. Of these deals, 31 had
$9 billion in reported aggregate deal value. In addition to UBM’s $972 million purchase of tradeshow organizer Advanstar Communications and CBS
Outdoor’s $690 million acquisition of Van Wagner Communications’ outdoor advertising businesses, Traditional Media transactions during the second
half of the year included:
Whale Media Investments’ $475 million purchase of a majority stake in Forbes Media
Postmedia Network’s acquisition of Sun Media Corporation’s 175 English-language newspapers for $316 million, at a valuation of 0.6x revenue
and 3.6x EBITDA
Evergrande Real Estate’s 75 percent stake in magazine publisher New Media Group for $122.5 million
B-to-B Media was the most active subsegment in 2H14 with 17 M&A deals, of which four were reported at $1.4 billion. Transactions included:
Informa’s $237 million purchase of Hanley Wood’s trade show division Hanley Wood Exhibitions
Condé Nast’s $100 million sale of Fairchild Fashion Media, a trade publisher with titles including Women’s Wear Daily and Footwear News, to
Penske Media.
Of the nine Traditional Media investments in 2H14, eight were worth $1.4 billion in aggregate reported deal value. Investments in the fourth
quarter included:
Softbank’s $250 million investment in production and financing company Legendary Entertainment
The $50 million investment by Fortress Capital in Spirit Music Group, an independent music publishing house
Buyers
Strategic buyers accounted for 79 percent of deal activity and 76 percent of reported deal value in the segment during the second half of 2014, of which
23 transactions were in the fourth quarter.
9
Traditional Media
Most Active Traditional Media Subsegments
Traditional Media Transactions by Type of Buyer/Investor
Deal Notes Second Half 2014
10
Selected Recent Transactions