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Mediaocean, a leading partner for omnichannel advertising, has made a significant move in the advertising technology landscape by announcing Innovid as the official name for its unified global ad tech business. This decision follows the recent merger with Flashtalking, an online advertising company renowned for its cutting-edge technology solutions. The integration of Innovid and Flashtalking under a single brand identity marks a new chapter in ad tech, enhancing capabilities in AI-driven advertising solutions and omnichannel campaign execution.
The name Innovid reflects a strategic choice to leverage the existing strengths and market position established by Innovid in the Connected TV (CTV) and video advertising sectors. Innovid has historically been recognized for its innovative approach to video advertising, and its CTV capabilities are set to be key growth drivers for Mediaocean's unified business. By retaining the Innovid name, Mediaocean aims to build on these foundations while incorporating the expansive capabilities of Flashtalking.
Mediaocean's acquisition of Innovid for £385 million ($500 million) in November 2024 was a pivotal step towards consolidating its position as a major player in the global ad tech industry. The subsequent merger with Flashtalking further solidifies Mediaocean's ambition to create a robust, independent ad tech platform that offers comprehensive solutions for advertisers navigating complex advertising landscapes.
The new Innovid platform is designed to address some of the most pressing challenges in modern advertising, including:
Innovid will operate as a unified brand across multiple platforms, offering AI-driven omnichannel advertising solutions. This encompasses:
Innovid will support thousands of customers worldwide, enabling them to execute data-driven campaigns efficiently. The platform is poised to deliver nearly 2 billion daily video ad impressions and reach 95 million US TV households across every DMA.
By combining the strengths of Innovid and Flashtalking, the new entity positions itself as a powerful alternative to big-tech solutions, offering unrivalled control over data, creative assets, and investment decisions without trade-offs. This is particularly significant as advertisers increasingly seek independent ad tech solutions free from media ownership conflicts.
The decision to retain and build upon the Innovid brand underscores the importance of maintaining strong customer relationships and deep legacies in the industry. As Ashwini Karandikar, EVP Media, Tech & Data at the 4As, noted, the new Innovid is well-positioned to support omnichannel advertising execution at scale, fostering centralized workflows between creative and media teams.
In the evolving advertising landscape, trends such as generative AI and automation are driving the adoption of more sophisticated ad tech solutions. Innovid is well-placed to capitalize on these trends, offering AI-powered intelligence to fuel the future of advertising.
The unified Innovid platform offers several benefits to advertisers:
The strategic integration and rebranding as Innovid mark a significant moment in the global ad tech sector, positioning Mediaocean at the forefront of omnichannel advertising innovation.
The adoption of Innovid as the unified brand for Mediaocean's global ad tech business represents a bold step towards transforming the advertising technology landscape. By combining the strengths of Innovid and Flashtalking, Mediaocean aims to offer advertisers a comprehensive, independent platform that addresses the complexities of modern advertising while leveraging AI and automation to drive campaign success.
As the advertising ecosystem continues to evolve, Mediaocean's move highlights the growing importance of independent, AI-driven solutions that prioritize transparency, performance, and control for advertisers. With Innovid at the helm, Mediaocean is set to play a leading role in shaping the future of omnichannel advertising.
