Providence Equity Partners’ €200 Million Majority Investment in Smartly.io


Macquarie Capital acted as exclusive financial advisor to Smartly.io and Hannes Snellman served as Smartly.io’s legal advisor. Debevoise & Plimpton LLP and Krogerus provided legal counsel to Providence.

Providence Equity Partners completed a majority investment of €200 million in Smartly.io.

Providence will partner with management to help accelerate the growth of Smartly.io through acquisition and organic investment to continue to build Smartly.io’s leading multi-platform advertising solution that combines creative production and media optimization.

Providence is a premier global asset management firm with over $45 billion in aggregate capital commitments. Since the firm’s inception in 1989, Providence has invested in more than 200 companies and has become a leading equity investment firm focused on the media, communications, education and information industries.

Founded in 2013, Smartly.io is a leading digital advertising solution that helps some of the most advanced advertisers in the world create, launch and iterate brand and performance advertising.

The Debevoise team is led by M&A partners Michael Diz (Picture) and Sue Meng and includes associates Dominic Blaxill and Jake Grandison, tax partner Richard Ward, benefits partners Lawrence Cagney and Franklin Mitchell, intellectual property partner Jeffrey Cunardand associate Jose Angel Lamarque, antitrust partner Timothy McIver and associates Megan MacDonald and Andrea Pomana and employment and data privacy associate Christopher Garrett.

The Krogerus team was led by partner Pyry Somervuori, who was mainly assisted by associates Ella Soldan (corporate), Elina Mäkelä (employment), Iiris Rantanen (technology) and Lila Kallio (technology). Partner Marko Vuori supported on corporate matters and partner elect Samu Lassila led the advice on tax.

Involved fees earner: Dominic Blaxill – Debevoise & Plimpton; Lawrence Cagney – Debevoise & Plimpton; Jeffrey Cunard – Debevoise & Plimpton; Michael Diz – Debevoise & Plimpton; Christopher Garrett – Debevoise & Plimpton; Jake Grandison – Debevoise & Plimpton; Jose Angel Lamarque III – Debevoise & Plimpton; Megan MacDonald – Debevoise & Plimpton; Timothy McIver – Debevoise & Plimpton; Sue Meng – Debevoise & Plimpton; Franklin Mitchell – Debevoise & Plimpton; Andrea Pomana – Debevoise & Plimpton; Richard Ward – Debevoise & Plimpton; Lila Kallio – Krogerus Attorneys Ltd; Samu Lassila – Krogerus Attorneys Ltd; Elina Mäkelä – Krogerus Attorneys Ltd; Iiris Rantanen – Krogerus Attorneys Ltd; Ella Soldan – Krogerus Attorneys Ltd; Pyry Somervuori – Krogerus Attorneys Ltd; Marko Vuori – Krogerus Attorneys Ltd;

Law Firms: Debevoise & Plimpton; Krogerus Attorneys Ltd;

Clients: Providence Equity;

Author: Ambrogio Visconti