Omnichannel advertising specialist Mediaocean has confirmed it has acquired ad management platform Flashtalking.
The combined entity will infuse Flashtalking’s best-in-class solutions for primary ad serving, creative personalisation, identity management, and verification with Mediaocean’s modern system of record used by the world’s leading brands and agencies.
The announcement comes at a critical inflection point for the advertising industry as marketers seek trusted, independent solutions to manage the rise of big tech. Mediaocean and Flashtalking noted that their customers will benefit from comprehensive and future-forward solutions for global strategic planning, omnichannel media management, closed ecosystems optimisation, and financial reconciliation across traditional media, open web, closed ecosystems, and connected TV.
Bill Wise, CEO of Mediaocean, said: “Bringing together Mediaocean and Flashtalking is an incredible opportunity for our customers, employees, and the industry at large.
“Flashtalking is the source of truth for digital and CTV ads and Mediaocean is the system of record for all media. Combined, we will deliver comprehensive and future-forward solutions for omnichannel advertising. Most importantly, our platform is not compromised by media ownership so we can focus solely on driving outcomes for marketers and their agency partners.”
John Nardone, CEO at Flashtalking, said: “Our mission of enabling marketers to move consumers to action is a perfect fit for Mediaocean’s vision of a world where marketers market the way consumers consume.
“Over the years, we’ve built the most trusted, independent platform for driving advertising relevance and improving campaign performance. Together, our teams and complementary tech will help brands succeed in a future dominated by converged media and anchored on cookieless identity resolution.”
The acquisition of Flashtalking by Mediaocean builds on a partnership the companies launched in 2018 to incorporate ad serving data into media buyer workflow. The combined entity will represent an advertising technology platform with more than $200 billion in annualised media spend and more than 1 trillion monthly ad impressions.
Deborah Wahl, CMO of General Motors, said: “As we continue to innovate, it’s crucial to have technology that enables us to meet the moment for consumers.
“It’s encouraging to see companies like Mediaocean and Flashtalking come together to deliver on the omnichannel advertising imperative. The industry needs a neutral and independent player in the ecosystem to enable media convergence.”