Dreamscape Acquires Mediaocean’s Lumina

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NEW YORK — A portfolio company of the private equity firm GTCR has agreed to acquire Mediaocean’s Lumina. This sees a rebrand, one that is designed “to provide an accurate, real-world view into industry spend and media cost that enables media owners to more effectively price their inventory and maximize growth.”


PC Dreamscape will now be the owner of the global media planning tool, which is designed to help improve media plan workflow and visibility between brands and agencies through an end-to-end system.

Financial details of the transaction were not disclosed.

In tandem with this, and following the previous strategic acquisitions of Standard Media Index and SQADDreamscape has rebranded to Guideline.

The acquisition of Lumina, PC Dreamscape says, further enhances Guideline’s suite of planning products, which offer “a centralized media planning platform that delivers collaboration, efficiency, and analysis across multiple global media teams and agencies in one interface.”

“By combining SQAD and SMI a year ago, Guideline became a source of truth for advertising spend and pricing data that provides unprecedented accuracy and transparency across the global media ecosystem,” said Guideline CEO Scott Knoll. “Now with this acquisition, we are forging an important partnership with Mediaocean and bringing together two complementary solutions – SQAD MediaTools and Lumina – to strengthen media planning capabilities for agency and brand clients globally. Through accurate media data and collaborative planning tools, we’re focused on helping the industry improve how media is planned, bought, and sold.”

Mediaocean co-founder and CEO Bill Wise added, “Transitioning Lumina to Guideline and forming a long-term partnership allows both companies to play to their strengths and deliver value for customers. Mediaocean continues to serve as an open and neutral platform for omnichannel advertising connected with a vibrant partner ecosystem. This deal allows us to further invest in supporting advanced features for converged media, intelligence, automation, and optimization. We look forward to continuing to collaborate with Guideline and maintaining seamless workflow for marketers and agencies.”

Guideline was founded in May 2020 as a partnership between marketing technology veterans Knoll, David Hahn, Michael Iantosca, and GTCR, with a focus to acquire companies and assets as part of a strategy to build a leading marketing technology business. It is headquartered in New York.

— With reporting by Adam R Jacobson