Mediaocean To Acquire 4C, Create 'Modern System-of-Record For Omnichannel Advertising'
- by Joe Mandese @mp_joemandese, July 13, 2020
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.
In an email to Mediaocean customers, CEO Bill Wise noted that
the company has been partnering with 4C since 2017.
"Now, we will incorporate omnichannel intelligence and optimization more deeply into our planning and buying applications," he
writes, adding, "This means delivering integrated planning, buying, and bill pay applications that empower you to market the way consumers consume -- seamlessly across all channels and
devices."
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!