22nd November 2022

Pemberton supports Bridgepoint’s acquisition of programmatic media company MiQ


Pemberton, a leading alternative credit specialist, has provided financing to support the acquisition of MiQ, a global programmatic media partner to brands and agencies, by a fund overseen by private equity investment firm, Bridgepoint.

Founded in London in 2010 by Gurman Hundal and Lee Puri, MiQ is one of the largest global programmatic media partners in the world. MiQ has become a major global player in helping businesses to scale and deliver proven ROI through its media offering, analytical solutions and tech platform. MiQ turns data into high-performing advertising campaigns and provides real-time insights to drive tangible business change.

On completion of the acquisition, Bridgepoint becomes a significant shareholder alongside the founders and management and will look to support MiQ’s existing management team to deliver the next phase of programmatic media solutions, with a focus on continued international expansion and client growth.

The deal, supported by Pemberton’s Mid-Market Debt and Strategic Credit Strategies, follows the firm’s initial backing of MiQ through a recapitalisation for ECI in early 2021, via its Senior Loan Strategy.

We are delighted to continue our successful relationship with Pemberton under our new partnership with Bridgepoint. We enjoy a transparent and open dialogue with the team, who are always engaged and really understand our business. We would like to thank them for their on-going support of MiQ.

– Gurman Hundal, Co-Founder and Global Executive Chairman, MiQ,

We are delighted to complete our first UK transaction with the mid-market team at Bridgepoint, building on previous deals completed across Europe and with the Development Capital team. Bridgepoint is the ideal partner for MiQ, having deep expertise in scaling business service platforms globally, and we look forward to working together.

– Cassandra Fahy, Managing Director, Origination, UK & Ireland

MiQ’s data-driven insights and demonstrable return on investment (ROI) have helped the company cultivate long-term embedded relationships with blue-chip brands and agencies. We have been hugely impressed by the firm’s ability to identify and capitalise on the various growth opportunities in the global ad-tech ecosystem. We look forward to continuing to support Gurman, Lee, and Sean as they continue to build on MiQ’s impressive growth trajectory.

– Richard Meehan, Managing Director, Origination, UK & Ireland

About the authors

Cassandra Fahy

Managing Director, Origination, UK and Ireland

Richard Meehan

Managing Director, Origination, UK and Ireland