Mediaocean to Acquire 4C and Establish Modern System of Record for Omnichannel Advertising
Combination of companies will create the largest independent and open software solution for the advertising market
Mediaocean, the leading global system of record for the advertising world, and 4C Insights Inc. (4C), a global data science and marketing technology company, announced that they have entered into a definitive agreement whereby Mediaocean will acquire 4C. Infusing 4C’s intelligence and optimization into Mediaocean’s foundational platform for end-to-end media management will establish a modern system of record for omnichannel advertising.
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“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.”
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“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.
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Scope by 4C™ is the leading closed ecosystems platform (CEP) for marketers to drive business outcomes across linear and connected television as well as digital commerce and social media. Mediaocean and 4C first announced a partnership and integration in September of 2017. In Q3 2019, 4C was named a Leader in “The Forrester New Wave™: Cross-Channel Video Advertising Platforms.” 4C was also selected as a Gartner Peer Insights Customers’ Choice for AdTech 20202 and is ranked first in customer satisfaction for Enterprise Cross-Channel Advertising Software on G2 Crowd.
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.
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