Mediaocean, the leading processor of media buys and bill-paying on Madison Avenue, has agreed to acquire 4C Insights, which facilitates cross-platform advertising buys, especially the kind dubbed as “convergent TV,” combining linear, digital, connected and over-the-top television.
Terms of the deal were not disclosed, but the companies said it is expected to close this month.
In a statement, Mediaocean said “4C’s intelligence and optimization” will be integrated into Mediaocean’s systems to enable “a modern system-of-record for omnichannel advertising.”
Last year, Forrester Research ranked 4Cs as one of three “leaders” in one of its “wave reports” on “Cross-Channel Video Advertising Platforms,” putting it on par with Adobe and Amobee.
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Brilliant acquisition and partnership! (Gotta love the guy that put that partnership in place in 2017 - eh hem, thank you very much.) The pairing is exactly what our industry needs to propel us forward. Congratulations Mediaocean and 4C!