Mediaocean, a specialist system of record for the advertising world, and data science and marketing technology company 4C have struck a deal whereby Mediaocean will acquire 4C. Infusing 4C’s intelligence and optimisation into Mediaocean’s foundational platform for end-to-end media management will establish a modern system of record for omnichannel advertising, it says.
“The COVID crisis will be remembered as a tipping point in the digital disruption of many industries including advertising,” commented Bill Wise, CEO of Mediaocean. “Mediaocean and 4C together will lead the evolution of modern omnichannel advertising by addressing the needs of global marketers and agencies – transparency, neutrality, intelligence and accountability. I couldn’t be more excited to lead this transformation for the company and the industry.”
“Joining Mediaocean is a game-changer for our clients and the industry, fulfilling the promise of true cross-channel advertising,” added Lance Neuhauser, CEO and Co-Founder of 4C. “Marketers need to market the way consumers consume efficiently across all devices and screens. Mediaocean and 4C’s combined solution will be the independent, self-serve platform to anchor marketers, agencies, publishers, and broadcasters across converged media.”
“Consumer behaviour is changing drastically, and we need to be able to reach people where and how they want,” noted Deborah Wahl, Global CMO of General Motors. “I am excited to see how this combination can help marketers understand how to deliver people-based experiences more effectively.”
“When we started the company in 2011, our goal was to harness the power of data science and AI to help brands reach their goals,” advised Dr. Alok Choudhary, Chairman, Chief Scientist, and Founder of 4C. “As we integrate our intelligence into Mediaocean’s system of record, we will revolutionise the marketing landscape.”
The global advertising industry is a $700 billion market, according to eMarketer, undergoing major transformation. In a fragmented media landscape, marketers and agencies have struggled to execute on marketing investment across geographies, media channels, devices, and audiences. Buyers and sellers alike are calling for a more integrated, automated, and data-driven marketplace. Mediaocean says its acquisition of 4C will solve these challenges, adding intelligence and optimisation to its system of record for omnichannel advertising.
The terms of the deal were not disclosed and is expected to close in July 2020.