Mediaocean Obtains Flashtalking for $500 Million

Mediaocean acquires an independent global Flashtalking ad server to create a “technology-neutral platform” with a combined average annual spend of $200 billion.

According to the Wall Street Journal, he is paying $500 million for the New York business, which has an annual income of between $100 and 150 million.

Mediaocean provides ad workflow software that generates $70 billion in US television advertising but is also actively seeking programmatic opportunities. The Flashtalking deal comes exactly one year after paying $200 million for the 4C programmatic procurement platform. 4C has integrations with Facebook, Linked In, Twitter, Amazon, and other platforms, bringing Mediaocean straight into the programmatic arena.

The acquisition combines the features of Flashtalking advertising, creativity, identity, and authentication with Mediaocean’s capabilities to combine media planning and buying across desktop, mobile web, in-app, and CTV/OTT. Closing is scheduled for the third quarter of this year. In particular, the integration of Flashtalking Dynamic Creative Optimization with the 4C solution will enable marketers to use dynamic advertising in open and enclosed gardens. In addition, the combined platform will have over a billion monthly ad impressions.

In 2018, Mediaocean and Flashtalking teamed up to link ad service data to media purchases.

As CTV embraces some of the features of new media walled gardens, companies are embracing the independence of their integrated technology platform as an alternative to Big Tech vendors like Google’s ad server.

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