A London AdTech has been acquired in a reported 拢360 million deal by American firm听Mediaocean.听
Flashtalking,听an听independent ad management platform,听says the deal will听fuse听its solutions for primary ad serving, creative personalisation, identity management and verification with听Mediaocean鈥檚听modern system of record used by the world鈥檚 leading brands and agencies.听听
The announcement comes at a critical inflection point for the advertising industry as marketers seek trusted, independent solutions to manage the rise of big tech.听听
Mediaocean听and Flashtalking customers will benefit from comprehensive and future-forward solutions for global strategic planning, omnichannel media management, closed ecosystems optimisation, and financial reconciliation across traditional media, open web, closed ecosystems and connected TV.听听
鈥淏ringing together听Mediaocean听and Flashtalking is an incredible opportunity for our customers, employees, and the industry at large,鈥� said Bill Wise, CEO of听Mediaocean.听听
鈥淔lashtalking is the source of truth for digital and CTV ads and听Mediaocean听is the system of record for all media. Combined, we will deliver comprehensive and future-forward solutions for omnichannel advertising.听听
鈥淢ost importantly, our platform is not compromised by media ownership so we can focus solely on driving outcomes for marketers and their agency partners.鈥�听
The acquisition builds on a partnership the companies launched in 2018 to incorporate ad serving data into media buyer workflow.听听
The combined entity will represent an advertising technology platform with over $200 billion in annualised media spend and over 1 trillion monthly ad impressions.听
鈥淥ur mission of enabling marketers to move consumers to action is a perfect fit for听Mediaocean鈥檚听vision of a world where marketers market the way consumers consume,鈥� said John Nardone, CEO at Flashtalking.听听
鈥淥ver the years, we鈥檝e 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 cookie-less identity resolution.鈥�听