Monetizing Intangibles in Ad Tech M&A Value

In this article, we will briefly tell how to monetize intangibles.

In the first two articles of this series, “Part I: Identifying Intangibles in Ad Tech M&A Value” and “Part 2: Developing Intangibles in Ad Tech M&A Value”, we specified how you, the business owner, can identify and develop your company’s most valuable intangible assets to maximize your value.

In any M&A deal, sellers highlight the importance of their intangibles so the buyer can use them to create a competitive advantage. The third step in this process, learning how to monetize your business’ intangible assets, is where you reap the fruits of your labor. This step occurs when the buyer pays a price for the intangibles you have identified and developed. This includes the steps leading up to the sale, such as valuation, negotiation, pitching, and due diligence. So how to monetize intangibles?

How to Monetize Intangibles When Selling Your Company

An M&A valuation can be conducted in several ways including through a business appraisal or the valuation of a public company’s stock. The valuation of your company often amounts to a number that is negotiated between seller and buyer. Middle market companies in particular possess a range of values based on the buyer’s profile. Fair market valuation is the most common valuation technique.

Fair market valuation occurs when you determine how similar businesses have sold based on multiple type and multiple factor. Multiple types include earnings before interest, taxes, depreciation, and amortization (EBITDA), annual recurring revenue (ARR), and, in some cases, book or tangible asset value. Multiple factors (referred to as 3X, 4X, or 10X) simply identify the number you agree to multiply the selected factor by to determine the valuation number.

Obviously, multiple types and factors depend on industries with similar characteristics to the company being valued. For example, industry growth, strength of management team, competitive advantages, access to suppliers, and access to buyers can all influence multiple types and factors.

How to Use ASC 805 to Maximize Your Valuation

The Accounting Standards Codification 805 allows the business owner to understand how the expected purchase price can be broken down based on the transaction’s fair market valuation and associated purchase premium or goodwill. In the ad tech industry, the amount paid for goodwill makes up, on average, 70 percent of the purchase price. This means, for example, that a company with a fair market valuation of $100 and 70 percent goodwill was purchased for $170.

At J&A, our banking practice conducts detailed M&A studies of goodwill and purchase price allocation to understand why companies command a premium and how business owners can make sure they land at the top of valuations when selling their businesses. After looking at over five hundred M&A transactions executed by technology giants over a six-year period, we segmented purchases by industry and certain goodwill parameters, narrowing our study to thirty-four purchased companies. These thirty-four ad tech M&A transactions completed at the greatest premiums had the following two things in common: the target company increased the data interfaces of the acquiring company and the target company increased the data processing power of the acquiring company.

Data interfaces and data processing power are both intangible assets. These intangibles were systematically identified and developed by the business owners over time before they sold their companies. The monetization of those assets became effective when the companies were purchased at higher than average premiums.

This analysis becomes the cornerstone of an effective M&A strategy. Armed with the framework of identifying, developing, and monetizing intangible assets, business owners have a predefined plan they can take to increase their company’s value.

As a business owner, you should always study different purchase premiums in your industry to identify drivers that will create the highest return for your business. Using ASC 805 principles to uncover M&A value allows you to create a roadmap that will help you land on the high end of valuation because it is a scientific way to tie your valuation to intangible assets.

The Takeaways of Intangible Asset Monetization

Intangible assets can only be monetized if you have measured them in-depth. There is an infinite number of intangible assets you can identify, develop, and monetize.

As a business owner, you must determine which ones you can leverage most effectively. Trusted advisors can help you create a clear vision and strategy to maximize your company’s value. The role of intangible assets in M&A markets will increase over time. The most successful companies will use the information presented in these articles to maximize the value of their company.

Part I: Identifying Intangibles in Ad Tech M&A Value >
Part 2: Developing Intangibles in Ad Tech M&A Value >

 

Photo by Vincent Tantardini on Unsplash

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Joshua Jahani

Joshua is an energetic and passionate leader, technologist, and consultant with over 10 years of strategic planning, tactical centered implementation, and management consulting experience. Joshua utilizes proven qualitative and analytical skills driven by business objectives and up to date technology. He has spearheaded the movement towards rapid evolution and sustainable growth using rigorous profitability, ROI, and TCO analysis for organizations of all sizes. Working with exciting start ups in digital advertising or large Fortune 500 companies keeps him traveling all over the world. He graduated from Cornell University.

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