GTCR, a private equity firm, has invested in Standard Media Index through Dreamscape, a portfolio company of GTCR.

SMI provides advertising data that enables the marketing industry to better view advertising spending.

“GTCR has a long track record of investing in the marketing and advertising technology sector, and SMI has long been an innovative leader which we have admired for its data intelligence tools,” said Stephen Master, principal at GTCR. “We believe that the combination of SMI’s data tools and its culture of delivering for clients is truly exceptional.”

Kirkland & Ellis and Clayton Utz acted as legal advisors, and LUMA Partners acted as financial advisor to GTCR and Dreamscape. DLA Piper acted as legal advisor, and Stifel Nicolaus & Co. acted as financial advisor to SMI.