"Today's advertising landscape needs independent technology companies who can provide a neutral alternative to Google and interoperate effectively across Big Tech platforms," said Bill Wise, co-founder and CEO of Mediaocean, in a press statement.
Mediaocean gains a specialist in CTV advertising and measurement with the deal for Innovid. The deal complements the capabilities of Flashtalking, which uses automation to break down organizational siloes and enable more efficient production, versioning and distribution of ad creative.
Innovid is known for its connected TV (CTV) capabilities while Flashtalking specializes in creative and production areas. Together, they will offer ad delivery, creative personalization, measurement and campaign optimization for channels including digital, social, CTV and linear TV.
The move contributes to a recent run of ad-tech M&A and growing activity around CTV... Mediaocean and Innovid positioned their union as an independent, "neutral alternative" to Google that promises interoperability between Big Tech platforms.
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