Mediaocean, the mission-critical platform for omnichannel advertising, and Flashtalking, an independent ad management platform, have entered into a definitive agreement in which Mediaocean will acquire Flashtalking. The combined entity will infuse Flashtalking’s solutions for primary ad serving, creative personalisation, identity management, and verification with Mediaocean’s modern system of record used by a number of global brands and agencies.
“Bringing together Mediaocean and Flashtalking is an incredible opportunity for our customers, employees, and the industry at large,” said Bill Wise, CEO of Mediaocean. “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.”
“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,” said John Nardone, CEO at Flashtalking. “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.”
“As we continue to innovate, it’s crucial to have technology that enables us to meet the moment for consumers,” said Deborah Wahl, CMO of General Motors. “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.”
“The combination of Mediaocean and Flashtalking signals a critical milestone as the industry moves towards open and interoperable solutions,” said Paul Gelb, Head of Digital Activation and Investment at Bayer. “One of the biggest opportunities in modern media is connecting technology across planning, buying, ad serving, and creative optimisation. With Flashtalking, Mediaocean has improved its potential value proposition for omnichannel advertising.”
The terms of the deal were not disclosed. The acquisition is expected to close in the third quarter of 2021.
J.P. Morgan Securities LLC served as exclusive financial advisor to Flashtalking and Travers Smith LLP and Goodwin Procter LLP as its legal counsel.