GP Bullhound advises Bliss Point on sale to Tinuiti
GP Bullhound has acted as exclusive financial adviser to Bliss Point Media on its sale to Tinuiti, a portfolio company of New Mountain Capital.
Bliss Point Media is the largest independent purchaser of streaming/OTT media in America, with over USD500 million in media currently under management. Bliss Point Media uses an algorithmic approach based on proprietary machine learning technology for unparalleled insight and efficiency in the media buying and attribution process. The company helps establish, optimise, and scale TV and streaming video advertising campaigns for innovative direct-to-consumer brands like Fabletics, Instacart, Square, Thumbtack, and Tonal.
Launched in 2014 with Chief Executive Officer Sean Odlum, Chief Technology Officer Justin Manus, and UCLA marketing professor Dr. Anand V. Bodapati as principals, Bliss Point has tripled in talent size since March 2020.
The deal will allow Tinuiti to accelerate its offering in OTT/cTV and reintroduce Tinuiti's streaming OTT TV division as Streaming+. This performance first, full-service offering will provide scalable, targetable, data driven optimisation across OTT, Linear, TV, Streaming TV and Digital Audio, to its clients and the industry at large. Streaming+ combines the strengths of both Tinuiti and Bliss Point practices to deliver the most value from media spend across such partners as Discovery, Disney, NBCU and ViacomCBS. Marketers will be able to scale this service from the small screens of Google, Facebook and Amazon to the big screens of TV - OTT, cTV and linear. This offering will be enabled by a technology platform that gives control and transparency back to marketers.
Sean Odlum, CEO of Bliss Point Media, says: "Since 2014, Bliss Point has focused on growth marketing challenges where great solutions are scarce and where technology, in particular measurement technology, can make a significant difference. As marketers' roles become more complex by the day with media fragmentation and walled gardens, we find this partnership with Tinuiti incredibly exciting to offer our clients even better technology-enabled solutions across the full breadth of their portfolios. The GP Bullhound team was instrumental in helping us navigate through this process and find the right transaction structure with the ideal partner for our future.”
Alec Dafferner, Partner, and Eric Crowley, Executive Director at GP Bullhound, says: “We are thrilled to have advised the Bliss Point team as they take the next step in their evolution by partnering with Tinuiti and New Mountain Capital to create the leading US independent performance marketing company. The combination and breadth of their product and technology offerings will make Tinuiti the first call for digital marketers everywhere."
This transaction is further testament to GP Bullhound’s expertise in the Digital Services sectors, with over 25 deals completed in the sector in the last three years alone, having advised on the acquisition of Byte by Dept, the merger of Orca Pacific with MightyHive/S4 Capital, the investment in Jellyfish by Fimalac, and the acquisition of Oliver by You & Mr Jones, among many others.