Market Track, a provider of retail promotion and pricing data and a portfolio company of Aurora Capital Group, has acquired Competitrack, a provider of advertising tracking services. Aurora first invested in Market Track in August 2012.
Competitrack is a provider of product and image advertising data across 22 media channels including TV, print, radio, online display, online video, social, and mobile advertising. Competitrack’s services are used by advertisers, analysts, and agencies to access insight into media spending trends and creative messaging. The company’s services are used domestically and internationally by over 75 of the nation’s top 100 advertisers. Competitrack was founded by Bob Moss and is based in New York (www.competitrack.com).
Mr. Moss will remain with the company, serving as an advisor to Market Track and its Board of Directors. Competitrack President, Ginny Tuckman, will remain in her role with the firm.
Market Track is a provider of subscription-based, data-driven promotional intelligence services that enable retailers, manufacturers, and brokers to analyze their promotional and pricing initiatives to make more informed decisions. The company’s promotions data covers nearly every retail trade class, product category, and media channel, measuring promotional activity during the 0-7 days before a consumer’s purchase decision. Market Track is based in Chicago (www.markettrack.com).
“Competitrack is exactly the type of company we were hoping to pair with Market Track when we first partnered with Wayne Mincey and his team last year when we acquired Market Track,” said Josh Klinefelter, Partner at Aurora Capital Group. “What we see here are two companies with highly complementary capabilities and the shared attributes of core intellectual property, a premier client base with extraordinarily strong renewal rates, and some of the highest Net Promoter Scores we have seen in the software and information services space. Together, we are highly confident that these two great companies will continue to innovate and bring additional insights to their customers.”
Aurora Capital focuses principally on control-investments in middle-market industrial, manufacturing and service oriented businesses. The firm, founded in 1991, has $2 billion of capital under management and is headquartered in Los Angeles (www.auroracap.com).
Golub Capital, a long-term capital partner of Market Track, provided financing in support of the transaction.
Competitrack was advised by media investment bank The Jordan, Edmiston Group.
© 2013 PEPD • Private Equity’s Leading News Magazine • 10-24-13
