Mediaocean Completes Innovid Buy

Ad tech firm Mediaocean has completed its acquisition of Innovid, which is being combined with the former's Flashtalking subsidiary.

Mediaocean says the deal, first announced in November, creates a global omnichannel ad tech platform, spanning ad serving, creative, measurement and optimization, and provides 'a transparent, scalable alternative to big-tech solutions across CTV, digital, social and linear channels'. The new firm's platform boasts independent ad serving, creative personalization and measurement; seamless omnichannel activation; optimization intelligence free of bias and conflicts of interest; and interoperability across channels, including walled gardens.

Zvika Netter (pictured) will serve as CEO of the combined ad tech organization, reporting to Mediaocean co-founder and CEO Bill Wise, and has joined Mediaocean's Board of Directors, while former Flashtalking head Grant Parker is President of the new entity.

'Advertisers and publishers have long needed an independent alternative to walled-garden ad tech', says Wise, 'and that's exactly what we're delivering. With Innovid and Flashtalking, we are bringing together the best in ad serving, personalization and measurement to create a first-of-its-kind independent, omnichannel solution at scale. This is a defining moment for our industry, where advertisers finally have a clear choice for the control they deserve over their media investments'.

Parker says the new company delivers 'an independent platform that automates workflows, enhances creative relevance, provides measurable results, and optimizes campaigns for reach and performance'.

Both Innovid and Flashtalking have previously earned MRC accreditation for their measurement activities.

Web sites: www.mediaocean.com , www.innovid.com and www.flashtalking.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.