For far too long, advertisers—the driving force of our industry (and the media world, in general)—have had to navigate an ad tech ecosystem that wasn’t built for them. Walled gardens have dictated the rules, optimizing for their own interests vs. advertiser outcomes. Transparency has been limited, control has been compromised, and the tools meant to drive performance have been fragmented and siloed.
Today, that changes.
With the close of Mediaocean’s acquisition of Innovid, which brings together Innovid and Flashtalking, we’re creating something the industry has long needed: an independent, best-of-breed ad tech platform trusted by brands, agencies, and publishers worldwide. A platform designed to put power back in the hands of advertisers—those who control the budgets and should control the decisions.
So, how does this transformation benefit the industry? It all comes down to the three Cs: Control, Choice, and Convergence.
- Control: Your data, your decisions. No algorithms prioritizing someone else’s interests.
- Choice: Spend where it makes sense for your business—not where platforms push you.
- Convergence: One seamless platform for ad delivery, creative personalization, measurement, and optimization across CTV, digital, social, and linear—without conflicts of interest.
This is the next milestone in a journey that began with a vision to make advertising better for all. Now, with the scale, data, and technology of Innovid, Flashtalking, and Mediaocean, we’re amplifying that vision like never before.
More to come…this is just the beginning!
