Triad Retail Media acquired by private equity

Rockbridge Growth Equity has acquired Triad Retail Media, a 300 person digital retail media agency founded by former Procter & Gamble executive Greg Murtagh.

The acquisition is expected to be transparent to Triad’s retail clients such as Walmart, Sam’s Club, eBay, Toys "R" Us and CVS, but is expected to bring to Triad new capabilities as it benefits from Rockbridge’s ownership interest in other companies.

"We are very excited to partner with Rockbridge as our new equity investor, and to become part of their diverse family of companies," said Greg Murtagh, Triad’s CEO and founder. "Rockbridge has a deep operating knowledge in digital media and data and analytics, combined with expertise in technology and marketing services, providing a perfect opportunity to accelerate Triad’s already strong growth."

Founded in 2004, Triad has quickly become regarded as the market leader in creating, managing and operating digital retail media programs for highly-trafficked retail websites. The firm employs more than 300 people at offices in Tampa, Orlando, Chicago, New York San Jose and Rogers, Ar.

Rockbridge Growth Equity is a Detroit-based private equity firm founded in 2007 by Brian Hermelin, Kevin Prokop and Quicken Loans and Rock Ventures Founder and Chairman Dan Gilbert.　 Rockbridge invests in business and technology services companies focused on the digital media, marketing services, financial and business services and consumer-direct marketing sectors.　

"Under the leadership of CEO Greg Murtagh and president and COO Roger Berdusco, Triad’s team has built a market-leading company in a fast-growing industry," said Rockbridge managing director and partner Kevin Prokop. "Triad can benefit from our family of more than 60 diverse companies – from Quicken Loans to Fathead to the Cleveland Cavaliers.　 We can also benefit from Triad’s extensive online expertise of converting shoppers into buyers."

Rockbridge is a Detroit-based private equity firm that invests in the technology and business services, financial services, consumer-direct marketing, digital media and marketing services industries. Rockbridge seeks to make investments in companies with enterprise values in the range of $100 million to $200 million.