BC Partners buys Madison Logic for 750 million
2022.12.29 08:44
BC Partners buys Madison Logic for 750 million
Budrigannews.com – On Thursday, the business-to-business digital marketing services provider Madison Logic announced that private equity firm BC Partners had agreed to acquire a majority stake.
The terms of the deal were not made public, but someone who was familiar with the situation told Reuters that Madison Logic was worth about $750 million.
Clarion Capital Partners, a New York-based private equity firm that had previously acquired Madison Logic, will be acquired by BC Partners.
Following the acquisition by BC Partners, executives from Clarion and Madison Logic, including chief executive Tom O’Regan and co-founders Vin Turk and Erik Matlick, will continue to hold minority stakes in the business.
With digital marketing, Madison Logic helps businesses track and target enterprise customers to increase sales. The company, which is based in New York and was established in 2005, has approximately 250 clients, including Amazon (NASDAQ:). Alphabet, which owns Google (NASDAQ:) Adobe, Inc. (NASDAQ:) Microsoft, Inc. (NASDAQ:) Inc. and Meta Platforms Inc., which owns Facebook (NASDAQ:).
A small but growing portion of the nearly $300 billion digital advertising market in the United States is spent on business-to-business digital marketing.
TechTarget (NASDAQ:) competes with Madison Logic. Inc for a share of the business-to-business advertising market in the United States, which eMarketer, a market research company, predicts will grow to $16.5 billion in 2023 by 15%.
In an interview, BC Partners chairman Raymond Svider stated, “Within digital marketing, Madison Logic is focused on the business-to-business segment, which is typically less affected than the business-to-customer segment in a recession.”
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“We believe Madison Logic can continue to grow organically; They can keep expanding beyond their current technology clients into other industries and healthcare sectors; and there might be acquisitions,” Svider continued.
BC Partners manages assets worth more than $41 billion in Europe and North America in the healthcare, technology, financial services, and industrial sectors. The company is based in London.
