Mediaocean to acquire 4C Insights | Ad Tech | News | Rapid TV News
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In a deal that the parties say will establish a modern system of record for omnichannel advertising and create the largest independent and open software solution for the ad market, advertising system of record firm Mediaocean has entered into a definitive agreement to buy data science and marketing tech firm 4C Insights.

4C Logo 12Aug2019At the heart of the deal is a recognition by the firms that consumer behaviour is changing drastically, and that advertisers need to be able to reach people where and how they want. They add that buyers and sellers alike are calling for a more integrated, automated and data-driven marketplace and believe that the acquisition will solve these challenges, adding intelligence and optimisation to a system of record for omnichannel advertising.

Mediaocean’s technology is designed to enable end-to-end management of campaigns from planning, buying, and selling to analysing, optimising, invoicing and payments. It processes $150 billion in annual media spend, employs 950 people, and is part of the Vista Equity Partners portfolio of software companies. The deal will see 4C’s intelligence and optimisation capabilities infused within Mediaocean’s foundational platform for end-to-end media management to establish a modern system of record for omnichannel advertising.

“The Covid crisis will be remembered as a tipping point in the digital disruption of many industries including advertising,” said Mediaocean CEO Bill Wise explaining the rationale for the deal. “Mediaocean and 4C together will lead the evolution of modern omnichannel advertising by addressing the needs of global marketers and agencies – transparency, neutrality, intelligence and accountability.”

Added 4C CEO and co-founder Lance Neuhauser: “Joining Mediaocean is a game-changer for our clients and the industry, fulfilling the promise of true cross-channel advertising,” said of. “Marketers need to market the way consumers consume efficiently across all devices and screens. Mediaocean and 4C’s combined solution will be the independent, self-serve platform to anchor marketers, agencies, publishers, and broadcasters across converged media.”