Mediaocean, the mission-critical platform for omnichannel advertising, today announced a new partnership with the Ad Council. Under the new arrangement, Flashtalking by Mediaocean will support the Ad Council on a pro bono basis, making its platform available to the organization, across an array of social impact campaigns. As a result, the Ad Council team can deploy audience-based strategies at scale for all its campaigns, accessing best-in-class creative decisioning and personalization capabilities and tools, to make the most of its donated programmatic media inventory.

“As a company, it’s always been in our DNA to get behind the causes that matter most to our teams and our clients,” said Mediaocean CEO Bill Wise. “But we wanted to find a way to operationalize this aspect of who we are as a company and do more of it, especially around social impact and serving our communities more broadly. Our partnership with the Ad Council and the opportunity to provide this kind of support for its donated programmatic marketplace is central to this greater cultural commitment.”

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With Flashtalking serving as an additional targeting layer, the Ad Council campaign teams now can upload their tags and set up decision trees to target the most relevant messaging to their audience segments. For any given campaign, the team can implement auto-optimization for unmatched audiences to deliver best performing ads to these audiences. Going forward, Flashtalking’s decision tree capability allows the Ad Council teams to add valuable complexity to their decisioning strategies without adding more steps, complicated workflows, or the need for re-trafficking tags.

“We’re always looking for new and improved ways to strategically reach audiences with the Ad Council’s critical messages. Flashtalking by Mediaocean has further equipped us with the ability to power our campaigns with precision and scale, allowing us to move the needle on America’s most pressing issues,” said Kathy Kayse, Chief Media Strategy and Partnerships Officer of the Ad Council. “They have been a longtime and incredible partner we are beyond grateful for.”

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