Mediaocean will acquire Innovid and merge it with Flashtalking

NEW YORK— Privately held ad tech giant Mediaocean has signed a definitive agreement to acquire Innovid, an independent software platform for ad creation, delivery, measurement and optimization, for approximately $500 million.

Mediaocean provides widely used advertising transaction management software.

The deal involves merging Innovid with Flashtalking, which Mediaocean acquired in 2021, to create a global, independent omnichannel ad technology platform, the companies said.

Mediaocean will pay $3.15 for each pair of Innovid common shares in a deal with an enterprise value of about $500 million and an equity value of about $525 million, the companies said.

The deal is expected to be completed early next year.

The combined organizations will provide a broad range of complementary offerings, including ad delivery, creative personalization, measurement and optimization across all channels, including digital, social, connected TV and linear TV.

In announcing the deal, Mediaocean said the combination of two trusted and innovative platforms – Innovid and Flashtalking – will give advertisers greater control over data and decisions, more choice in where ad spend can be directed, and tools and workflows that will make investments in media more effective and profitable. effective.

Zvika Netter, CEO and founder of Innovid, will lead the combined ad technology organization as CEO and will report to Bill Wise, co-founder and CEO of Mediaocean. Grant Parker, who currently runs Flashtalking, will become president of the combined ad technology organization, reporting to Netter. Netter will also join Mediaocean’s board of directors.

“Today’s advertising landscape needs independent technology companies that can provide a neutral alternative to Google and effectively interface across the platforms of the big tech companies,” Wise said. “Our Prisma business provides robust advertising infrastructure to the world’s largest brands and agencies. Flashtalking will now team up with Innovid to create a leading independent ad tech company with a focus on creative and CTV.”

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

Flashtalking’s Parker added: “Innovid and Flashtalking are two of the most trusted ad technology platforms delivering critical business value to advertisers around the world. We believe our solutions engage consumers in the moment and deliver highly relevant messages. Together, we will provide omnichannel orchestration for brands and agencies – from creative personalization to media delivery, to transparent and reliable measurement and optimization.”

Deutsche Bank Securities acted as financial advisor to Mediaocean, White & Case served as legal counsel, and Bain & Co. and 3C Ventures as strategic advisors. Evercore served as financial advisor to Innovid and Latham & Watkins served as legal counsel.

Mediaocean will acquire Innovid and merge it with Flashtalking

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