Advertising software provider Mediaocean has acquired 4C Insights, a global data science and marketing technology company.
For marketers, the acquisition will provide an independent, self-serve platform to anchor marketers, agencies, publishers, and broadcasters across converged media.
“The COVID crisis will be remembered as a tipping point in the digital disruption of many industries including advertising,” said Bill Wise, CEO of Mediaocean. “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. I couldn’t be more excited to lead this transformation for the company and the industry.”
“Joining Mediaocean is a game-changer for our clients and the industry, fulfilling the promise of true cross-channel advertising,” said Lance Neuhauser, CEO and Co-Founder of 4C. “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.”
“Consumer behavior is changing drastically, and we need to be able to reach people where and how they want,” said Deborah Wahl, Global CMO of General Motors. “I am excited to see how this combination can help marketers understand how to deliver people-based experiences more effectively.”
Dr. Alok Choudhary, Chairman, Chief Scientist, and Founder of 4C, added, “When we started the company in 2011, our goal was to harness the power of data science and AI to help brands reach their goals. As we integrate our intelligence into Mediaocean’s system of record, we will revolutionize the marketing landscape.”
The global advertising industry is a $700 billion market1 undergoing major transformation. In a fragmented media landscape, marketers and agencies have struggled to execute on marketing investment across geographies, media channels, devices, and audiences. Buyers and sellers alike are calling for a more integrated, automated, and data-driven marketplace. Mediaocean’s acquisition of 4C will solve these challenges, adding intelligence and optimization to its system of record for omnichannel advertising.
The terms of the deal were not disclosed and is expected to close in July 2020. GCA Advisors, LLC acted as exclusive financial advisor to 4C in connection with the transaction and Cooley LLP acted as 4C’s legal advisor. Kirkland & Ellis LLP acted as legal counsel to Mediaocean.
