Mediaocean, the leading global omnichannel advertising platform, announced an investment from funds advised by CVC Capital Partners , along with TA Associates, who are acquiring the stake in the company held by Vista Equity Partners.

As a leader in global advertising technology, Mediaocean helps the world’s top agencies and marketers manage $200 billion in annualized media spend. CVC and TA are committed to investing in Mediaocean’s omnichannel platform, serving as an industry system of record with trusted, independent solutions for media management, intelligence, and finance. In July, Mediaocean announced its acquisition of Flashtalking, adding capabilities for primary ad serving, creative personalization, identity management, and fraud prevention.

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The investment from funds advised by CVC and TA will continue accelerating growth and driving innovation at Mediaocean, which included its acquisition of 4C last year and continued in March with the transformational launch of a new product model. By unifying its core offering from a range of best-in-class software products into a modern, omnichannel platform, Mediaocean is enabling its customers to achieve business outcomes more efficiently and effectively. The company was recently recognized as a 2021 Gartner Peer Insights Customer’s Choice for Ad Tech and ranked first in advertising technology for Ad Age Best Places to Work 2021.

“As Mediaocean enters its next phase of growth with CVC and TA, we are doubling down on our global omnichannel advertising platform,” said Bill Wise, CEO at Mediaocean. “Now, more than ever, agencies and their clients need an independent, open, and neutral operating system to manage media investment and grow their businesses. Mediaocean stands ready to deliver on the needs of the industry and help marketers market the way consumers consume – seamlessly across all channels at all times.”

“Mediaocean, with the recently announced acquisitions of 4C and Flashtalking, has positioned itself as the leader in providing integrated tools and analytics to ensure marketers maximize returns on ad dollars,” said Chris Colpitts, Partner at CVC, “We have been impressed by what Mediaocean has achieved to date and are delighted to partner with the management team to accelerate investment in its modern omnichannel platform.”

Chris Baldwin, Managing Partner at CVC added, “We are committed to building a dynamic customer-facing organization and we strongly believe helping agencies and marketers navigate the increasingly complex digital advertising landscape is critical to success. We look forward to supporting Mediaocean in working to achieve this.”

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“With the rise of big tech, brands and agencies are placing more trust in Mediaocean to be the steward for their media buys,” said Jonathan Meeks, Managing Director at TA. “Through our investment in Flashtalking, we’ve seen firsthand the impact that a scaled, independent ad tech platform can have in putting buyers in control and improving campaign performance. As the companies come together, we believe that Mediaocean is primed to deliver even better results for its customers and we’re excited to help fuel further growth.”

“Over the past six years, the Mediaocean team has worked tremendously hard to scale the business into what it is today – a core media management platform to power the world of advertising,” said Michael Fosnaugh, Co-Head of the Flagship Fund and Senior Managing Director at Vista. “Today’s media landscape is ripe with opportunity for a pivotal technology provider like Mediaocean and we wish Bill and the entire team continued success with CVC and TA.”

The transaction is expected to close in Q4 2021, subject to customary closing conditions including receipt of required regulatory approvals. White & Case acted as legal advisor for CVC. Goodwin Procter acted as legal advisor for TA. Macquarie Capital and Nomura provided committed acquisition financing for the transaction.

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