Mediaocean to acquire Innovid and merge with Flashtalking

Mediaocean, a leading force in omnichannel advertising technology, has announced a definitive agreement to acquire Innovid , a prominent independent software platform specializing in the creation, delivery, measurement, and optimization of advertising. This acquisition will merge Innovid with Flashtalking, another Mediaocean subsidiary, to establish a premier global ad tech platform that operates independently across channels.

The deal values Innovid at $3.15 per share of common stock, translating to an enterprise value of approximately $500 million and an equity value of around $525 million. The transaction is expected to close by early 2025.

A Unified Platform for Omnichannel Excellence

The combined capabilities of Innovid and Flashtalking will offer a comprehensive suite of solutions for advertisers, covering creative personalization, ad delivery, measurement, and optimization. These services will span across multiple channels, including digital, social, connected TV (CTV), and linear TV.

In today’s advertising ecosystem, brands often face challenges with media technologies controlled by publishers. Such systems create walled gardens, restricting access to data and inventory while limiting control over ad placements. The merger aims to address these issues, offering advertisers increased transparency, greater control over data, and enhanced efficiency in media spending.

“Combining two trusted and innovative platforms – Innovid and Flashtalking – will empower advertisers with increased control over data and decisions, more choice in where ad spend can go, and the right tools and workflows to make media investments more effective and efficient,” the announcement highlighted.

Leadership for the Future

Post-merger, Zvika Netter, CEO & Founder of Innovid, will lead the unified ad tech organization as CEO, reporting directly to Mediaocean Co-Founder & CEO Bill Wise. Grant Parker, currently overseeing Flashtalking, will assume the role of President of the combined entity, reporting to Netter. Additionally, Netter will join Mediaocean’s board of directors.

“Today’s advertising landscape needs independent technology companies who can provide a neutral alternative to Google and interoperate effectively across Big Tech platforms,” said Bill Wise. “Our Prisma business provides robust ad infrastructure to the world’s largest brands and agencies. Now Flashtalking plus Innovid will establish a premier independent ad tech business with a keen focus on creative and CTV.”

Innovating for Advertisers

Since its founding 17 years ago, Innovid has been at the forefront of transforming the advertising industry. The merger marks a significant milestone in the company’s journey, allowing it to build on its foundation of innovation and collaboration.

“From the start, when we founded Innovid 17 years ago, we have been driven by the belief that advertising can be made better for all – and this merger represents a key milestone on that journey, and the people, teams, and passion behind it,” said Zvika Netter. “We believe Innovid, Mediaocean, and Flashtalking represent decades of innovation and integrations of some of the world’s best technologies. Together, we will be a partner that brands, agencies, and publishers can rely on to innovate, drive growth, and build their future.”

Grant Parker echoed this sentiment, emphasizing the transformative potential of the merger. “Innovid and Flashtalking are two of the most trusted ad tech platforms providing business-critical value to advertisers around the world. We believe our solutions engage consumers in the moment and deliver highly-relevant messages. Combined, we will provide omnichannel orchestration for brands and agencies – from creative personalization to media delivery to transparent and trusted measurement and optimization.”

A New Era of Independent Ad Tech

By uniting Innovid and Flashtalking under the Mediaocean umbrella, this merger will create a truly independent ad tech powerhouse, poised to redefine the industry. With a clear focus on empowering advertisers and fostering innovation, the combined organization is set to deliver unparalleled value to brands, agencies, and publishers worldwide.

Also Read: Escape Velocity partners with Flashtalking by Mediaocean in India