US – New Jersey-based marketing data provider V12 Group has been bought by marketing technology business DataMentors for an undisclosed amount. The new company will rebrand as V12 Data and be led by DataMentors’ CEO, Anders Ekman. This follows DataMentors’ purchase of marketing data provider Relevate Group in 2015 as part of its strategy to become a leading marketing data company. Ekman said: “V12 Group has established a market-leading position in providing brands with rich data sets including consumer and digital data powered by a strong technology platform. This acquisition is a great opportunity to combine V12 Group’s assets with DataMentors’ powerful data products such as Relevate Auto, Telematch, and our first party data management business.”
V12 was represented by investment bank JEGI. Newsletter
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Company Will Rebrand Under the Name V12 Data
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Nov 28, 2016,  08:00 ET
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TAMPA, Fla. and RED BANK, N.J., Nov. 28, 2016 /PRNewswire/ -- DataMentors, LLC ( www.datamentors.com ), a leading Data-as-a-Service company, today announced the acquisition of premium marketing data provider V12 Group ( www.v12groupinc.com ). The combined company, which will rebrand under the name of V12 Data, combines the strengths of two of the most respected names in the data industry to deliver integrated omnichannel data products and services. DataMentors, long a leader in marketing technology, acquired marketing data provider Relevate Group in 2015. The V12 Group acquisition is another important milestone in the company's journey to become the preeminent marketing data company. Headquartered in Red Bank, NJ, V12 Group has proven itself to be a force in omnichannel data, highlighted by its digital data business. V12 Group has also created an industry-recognized data access platform which will make the delivery of the combined company's data products faster and easier than ever before. According to Ekman, "V12 Group has established a market-leading position in providing brands with rich data sets including consumer and digital data powered by a strong technology platform. This acquisition is a great opportunity to combine V12 Group's assets with DataMentors' powerful data products such as Relevate Auto, Telematch, and our first party data management business. "
V12 Group's founder Paul Chachko states, "The combination of these assets presents all existing and potential clients with one of the most accurate and broadest data sets available. I'm proud of what we built at V12 Group and look forward to following the company's success. "
V12 Data's omnichannel products have breadth and depth and  include 210 million consumer contacts with full postal address, 180 million VINs, 208 million consumer emails, 150 million connected consumers across 1,500 audience segments, 240+ million device IDs and the ability to identify customers and prospects and unify addressable identities across all devices and channels. Financial partners to the company in this transaction include original DataMentors investor Brook Venture Partners of Wakefield, MA; current DataMentors investors Bay Capital Investment Partners of Providence, RI and Spring Capital Partners of Baltimore, MD; and new investor AB Private Credit Investors of Austin, TX. ABRY Partners of Boston, MA, a current V12 Group investor, has joined the investor group in V12 Data. John Hunt, Managing Partner of ABRY and new Board Member of V12 Data, said of the transaction, "We're excited to be involved in the evolution of the V12 Group to V12 Data, and are confident in the game-changing potential of the company". "Data has become the fuel that drives competitive advantage for today's marketers. The integration of unparalleled data products and synergies between DataMentors and V12 Group create an end-to-end player that is truly unique in today's market," said Ned Williams, Chairman of the Board and partner at Brook Venture. "We are delighted to help the company on its mission and welcome ABRY and AB to the investor group". Jordan Edmiston Group ( www.jegi.com ), a prominent, independent investment bank for the global media, information, marketing, software and tech-enabled services sectors, headquartered in New York, NY, was the advisor for this transaction.


DataMentors Acquires V12 Group to Form Omnichannel Data Powerhouse

DataMentors buys PE-backed V12 Group
November 28, 2016
By Iris Dorbian
DataMentors LLC has acquired Red Bank, New Jersey-based V12 Group, a marketing data provider. No financial terms were disclosed. The combined company will rebrand as V12 Data. Jordan Edmiston Group served as adviser on the transaction. DataMentors’ backers include Brook Venture Partners, Bay Capital Investment Partners, Spring Capital Partners and AB Private Credit Investors while V12 Group was backed by ABRY Partners. PRESS RELEASE
TAMPA, Fla. and RED BANK, N.J., Nov. 28, 2016 /PRNewswire/ — DataMentors, LLC (www.datamentors.com), a leading Data-as-a-Service company, today announced the acquisition of premium marketing data provider V12 Group (www.v12groupinc.com). The combined company, which will rebrand under the name of V12 Data, combines the strengths of two of the most respected names in the data industry to deliver integrated omnichannel data products and services. The new V12 Data is led by DataMentors’ CEO Anders Ekman. DataMentors, long a leader in marketing technology, acquired marketing data provider Relevate Group in 2015. The V12 Group acquisition is another important milestone in the company’s journey to become the preeminent marketing data company. Headquartered in Red Bank, NJ, V12 Group has proven itself to be a force in omnichannel data, highlighted by its digital data business. V12 Group has also created an industry-recognized data access platform which will make the delivery of the combined company’s data products faster and easier than ever before. According to Ekman, “V12 Group has established a market-leading position in providing brands with rich data sets including consumer and digital data powered by a strong technology platform. This acquisition is a great opportunity to combine V12 Group’s assets with DataMentors’ powerful data products such as Relevate Auto, Telematch, and our first party data management business.”
V12 Group’s founder Paul Chachko states, “The combination of these assets presents all existing and potential clients with one of the most accurate and broadest data sets available. I’m proud of what we built at V12 Group and look forward to following the company’s success.”
V12 Data’s omnichannel products have breadth and depth and include 210 million consumer contacts with full postal address, 180 million VINs, 208 million consumer emails, 150 million connected consumers across 1,500 audience segments, 240+ million device IDs and the ability to identify customers and prospects and unify addressable identities across all devices and channels. Financial partners to the company in this transaction include original DataMentors investor Brook Venture Partners of Wakefield, MA; current DataMentors investors Bay Capital Investment Partners of Providence, RI and Spring Capital Partners of Baltimore, MD; and new investor AB Private Credit Investors of Austin, TX. ABRY Partners of Boston, MA, a current V12 Group investor, has joined the investor group in V12 Data. John Hunt, Managing Partner of ABRY and new Board Member of V12 Data, said of the transaction, “We’re excited to be involved in the evolution of the V12 Group to V12 Data, and are confident in the game-changing potential of the company”. “Data has become the fuel that drives competitive advantage for today’s marketers. The integration of unparalleled data products and synergies between DataMentors and V12 Group create an end-to-end player that is truly unique in today’s market,” said Ned Williams, Chairman of the Board and partner at Brook Venture. “We are delighted to help the company on its mission and welcome ABRY and AB to the investor group”. Jordan Edmiston Group (www.jegi.com), a prominent, independent investment bank for the global media, information, marketing, software and tech-enabled services sectors, headquartered in New York, NY, was the advisor for this transaction. Take your pick! Buyouts delivers exclusive news and analysis about private equity deals, fundraising, top-quartile managers and more. Get your FREE trial or subscribe now . VC Journal provides exclusive news and analysis about venture capital deals, fundraising, top-quartile investors and more. Get your FREE trial  or subscribe now . Sign up to our Newsletter
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DataMentors buys PE-backed V12 Group

28 Nov 2016
Boston-based buyout house ABRY Partners has sealed its second deal this month with the sale of portfolio company V12 Group, a marketing data provider from Red Bank, New Jersey. Sorry, to get access to this you need to subscribe for free. In order to view more content, sign-up to our free daily newsletter. If you would like to read the premium stories, have complete access to our breaking news and Limited Partner magazine you need to become a Premium Subscriber.


ABRY offloads V12 Group to VC,PE-backed DataMentors

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Tru Optik partners with Cross Pixel, Experian Marketing Services, Media Source Solutions, TargetSmart and V12 Group to offer behavioral and demographic data through its data management platform
“Experian is excited to be both a consumer data partner and data onboarding partner for Tru Optik’s OTT Data Cloud,” said Kevin Dean, President and General Manager of Targeting at Experian Marketing Services. Stamford, Conn. (PRWEB)August 25, 2016
Tru Optik , the only audience measurement and data management platform built for over-the-top (OTT), has announced the largest and most robust audience data offering available for use across connected TV (CTV) -- the OTT Data Cloud. In addition to Tru Optik’s media and entertainment consumption database, the OTT Data Cloud provides access to a broad range of behavioral, demographic and purchase data through partnerships with Cross Pixel , Experian Marketing Services , Media Source Solutions , TargetSmart , and V12 Group . The OTT Data Cloud will be available via Tru Optik’s Data Management Platform (DMP), which is the only cookie-less solution that does not require a software developer kit (SDK) for integration, which increases data accuracy and decreases the cost and time of integration by up to 80 percent compared to older DMPs. CTV and OTT TV is poised for explosive growth, and in the past year alone it has already increased by more than 300 percent. However, barely one percent of TV advertising dollars flow to OTT/CTV. This is because there has been no way to ensure that advertising messages were reaching the desired audience. Legacy data management platforms were designed to rely on cookies or software developer kits (SDKs) which are inefficient in CTV environments. Now the biggest barrier to leveraging consumer data across TV’s new reality have been broken. “OTT is the fastest growing medium for entertainment consumption in the world and is increasingly important with declines in linear TV and ad blocking on desktop. While attractive solutions and features have been teased by legacy providers, advertisers that need actionable audience data across CTV  are finding most of these promises are empty ones – solutions that aren’t cookie-less, require cumbersome SDK integrations and do not offer third party data to leverage across CTV,” said Andre Swanston, co-founder and CEO of Tru Optik. “Tru Optik’s DMP and data cloud literally opens up new possibilities for publishers and brands to maximize the audience targeting possibilities of CTV.”
Through Tru Optik’s OTT Data Cloud, clients can now:
1. Leverage behavioral, demographic, intent and purchase data across all channels including CTV (Roku, Fire TV, Xbox, etc. );
2. Better utilize a brand’s first party data across CTV campaigns;
3. Increase privacy compliance through the ability to opt out entire households from interest-based targeting;
4. Manage campaigns and determine attribution across devices, at the household level. “Brands and agencies have successfully leveraged our data for desktop and mobile campaigns. Now, through the Tru Optik Data Cloud, they can leverage our insights, plus a host of other third party insights, for Connected TV,” said Jeffrey Weitman, President and Chief Operating Officer, Cross Pixel. “As Connected TV is one of the fastest growing and most effective ways to reach consumers around the world, we look forward to empowering our clients to take their campaigns to the next level and leverage this important channel.”
“The Tru Optik technology stack makes web-like segmentation across Connected TV possible,” said V12 Group’s SVP of Digital Solutions Ken Zachmann. “This was a key reason behind why we choose to participate in Tru Optik’s Data Cloud. We look forward to enabling brands and marketers to build Connected TV campaigns that are more accurate and effective by leveraging offline data across the largest screen in the household.”
“Our OTT Data Cloud empowers our clients with the ability to segment CTV and OTT audiences to increase the demand and value of inventory,” Michael Scott, Tru Optik CRO concluded. “Tru Optik has removed the barriers to creating successful programmatic and direct advertising campaigns across CTV for both sellers and advertisers.”
About Tru Optik:
Tru Optik is a digital media intelligence company providing audience insight and advertising solutions that empower brand marketers and media companies to fully monetize audience and consumer demand. Armed with the largest census-level measurement of global over-the-top media consumption, Tru Optik’s proprietary data, advanced technology, and unmatched focus make us the preferred partner of many of the world’s largest media companies, brands, and agencies as they navigate the millennial led shift to OTT. Share article on social media or email:
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V12 Group is a direct marketing services and marketing data provider that provides brands with rich data sets, including consumer and digital data powered by a strong technology platform. The Company offers customer profiling, market modeling, analyses, data processing, email marketing, and online audience targeting services. V12's omnichannel products include 210 million consumer contacts with full postal address, 180 million VINs, 208 million consumer emails, 150 million connected consumers across 1,500 audience segments, 240+ million device IDs, and the ability to identify customers and prospects and unify addressable identities across all devices and channels.

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