CHICAGO – (April 17, 2017) – Market Track, LLC, the leader in advertising, eCommerce, brand protection, and promotional intelligence solutions, today announced that it has entered into a definitive agreement to be acquired by Vista Equity Partners (“Vista”), a leading private equity firm focused on investments in software, data, and technology-enabled businesses. Vista will acquire majority ownership from Aurora Capital Group (“Aurora”), a Los Angeles-based private equity firm. Terms of the transaction were not disclosed.

Market Track is the leading provider of data-driven market intelligence solutions that enable retailers, brands, manufacturers, agencies, and brokers to analyze their advertising, promotional, and pricing initiatives to make more informed decisions, driving increased revenue and higher return on investment. The company currently serves more than 2,100 clients across all classes of trade and product categories, providing insight into how advertising, promotional, and eCommerce activity is impacting consumers’ purchase decisions.

The acquisition will begin the next phase of growth for Market Track by pairing Market Track’s industry leadership with Vista’s unique investment and operating model for high-growth SaaS companies. The company will remain focused on providing unmatched competitive intelligence to its customers as it continues to expand its coverage of new geographies and media types. Clients will also benefit from additional innovation and industry-leading technology, furthering Market Track’s vision of delivering best-in-class, unified market intelligence.

“With companies investing so much in promotions, advertising and eCommerce initiatives, not only speed, but cross-channel intelligence and accurate attribution are critical to success,” said Brian Sheth, Co-Founder and President of Vista Equity Partners. “Market Track has been a leader in market intelligence solutions and offers solutions that help maximize profitability for advertisers and marketers. We look forward to partnering with Market Track to drive further growth and innovation.”

“We are thrilled to be working with Vista Equity Partners to fuel the future growth of Market Track and are looking forward to a great partnership that will benefit our customers, our employees, and our industry,” said Dennis Moore, CEO of Market Track. “We are also thankful for the strong leadership and support from Aurora over the past five years and appreciate all they’ve done to prepare us for the next phase of our company’s growth.”

“It’s been exciting to be a part of Market Track’s tremendous growth over the last five years,” said Josh Klinefelter, Partner at Aurora.  “Market Track has become a clear industry leader both by expanding its portfolio of services and by investing in the resources required to better service its clients. Today’s announcement is the result of many years of hard work and the culmination of a great partnership with the Market Track management team.”

Harris Williams & Co. served as financial advisor to Market Track, and Gibson, Dunn & Crutcher served as legal advisor to the company.  Kirkland & Ellis served as legal advisor to Vista.

About Market Track

Headquartered in Chicago, Illinois, Market Track is the leading provider of advertising, promotion, and eCommerce intelligence solutions, offering the most comprehensive coverage of key media channels available. Market Track’s solutions enable advertisers, agencies, retailers, and manufacturers to efficiently monitor and analyze causal data, creative execution, and ad spending to maximize the value of their marketing campaigns. Clients use Market Track’s capabilities to determine how competing retailers, products, and brands are being advertised, priced, and promoted both in-store and online. The company’s granular creative assets and data cover nearly every retail trade class, product category, and media channel. For more information, please visit,

About Vista Equity Partners

Vista Equity Partners, a U.S.-based investment firm with offices in Austin, San Francisco, Chicago, and Oakland with more than $28 billion in cumulative capital commitments, currently invests in software, data and technology-based organizations led by world-class management teams with long-term perspective. Vista is a value-added investor, contributing professional expertise and multi-level support towards companies realizing their full potential. Vista’s investment approach is anchored by a sizable long-term capital base, experience in structuring technology-oriented transactions, and proven management techniques that yield flexibility and opportunity in private equity investing. For more information, please visit

About Aurora Capital Group

Aurora Capital Group is a Los Angeles-based private investment firm managing over $2.5 billion of capital across several private equity funds.  Aurora’s traditional private equity vehicle, Aurora Equity Partners, focuses principally on control investments in middle market businesses with leading market positions, strong cash flow profiles, and actionable opportunities for growth in partnership with operating management.  Aurora’s investors include leading public and corporate pension funds, endowments, and foundations active in private equity investing.  For more information about Aurora Capital Group, visit