Peter Kafka

Recent Posts by Peter Kafka

Elevation Makes Another Media Bet, Ups MarketShare Investment

Elevation Partners, the high profile private equity firm, has made another bet on the media business: It has invested $32 million into Marketshare, an analytics company that helps advertisers figure out the best way to spend their budgets.

The investment is a relatively small one for Elevation, which is best known for big deals that have had a mixed track record, like: Forbes, Palm, Yelp, and, through secondary sales, Facebook. But it’s worth noting that Elevation had already invested an undisclosed amount in MarketShare back in December 2008.

Los Angeles-based MarketShare bills itself as “the industry-leading cross-media analytics solution for global marketers.” Which means it sells software that helps big brands figure out how and where to place their ad and marketing dollars, both on and offline.

Co-founder Wes Nichols plays up his software’s ability to model different scenarios for brands based on a wide range of variables, and says his company has helped steer $100 billion in marketing spend since 2005.

Elevation principal Adam Hopkins will join MarketShare’s board of directors, where Elevation adviser Ted Meisel already has a seat.

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I think the NSA has a job to do and we need the NSA. But as (physicist) Robert Oppenheimer said, “When you see something that is technically sweet, you go ahead and do it and argue about what to do about it only after you’ve had your technical success. That is the way it was with the atomic bomb.”

— Phil Zimmerman, PGP inventor and Silent Circle co-founder, in an interview with Om Malik