Data technology company Mediaocean has acquired advertising server Flashtalking in a deal reported to be worth around $500 million.
The deal will see Flashtalking’s ad server solutions and personalization technology integrated within Mediaocean’s digital advertising offer.
Flashtalking works with various blue-chip clients such as P&G. Last year, it expanded its relationship to cover almost 50 markets across the Americas, Europe and APAC, excluding China and Russia.
The merger is expected to be completed in Q3. It hopes to also bring Mediaocean unified planning and measurement across traditional and digital media, including cross-channel video, data-driven personalization, brand media insights and analytics.
Bill Wise, CEO of Mediaocean, said that the deal would offer “an incredible opportunity” for customers to utilize its media abilities.
“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,” he added.
The pair had been working together since 2018 to incorporate ad serving data within Mediaocean’s media buyer workflow. According to the acquirer, the result of the acquisition will create an ad-tech platform that generates over $200 billion in media spend each year as well as over 1 trillion ad impressions each month.
John Nardone, CEO at Flashtalking, added, “together, our teams and complementary tech will help brands succeed in a future dominated by converged media and anchored on cookieless identity resolution.”
Deborah Wahl, chief marketing officer for General Motors, praised the deal in a statement saying, “it’s crucial to have technology that enables us to meet the moment for consumers.”
She added that the industry needed “a neutral and independent player” to enable media convergence.
Originally published by AdWeek
