Mediaocean enters definitive agreement to acquire Flashtalking

KUALA LUMPUR, July 14 -- Mediaocean, the mission-critical platform for omnichannel advertising, and Flashtalking, the leading independent ad management platform, have announced entering into a definitive agreement in which Mediaocean will acquire Flashtalking. The combined entity will infuse Flashtalking’s best-in-class solutions for primary ad serving, creative personalisation, identity management, and verification with Mediaocean’s modern system of record used by the world’s leading brands and agencies. The announcement comes at a critical inflection point for the advertising industry as marketers seek trusted, independent solutions to manage the rise of big tech, according to a statement. Mediaocean and Flashtalking customers will benefit from comprehensive and future-forward solutions for global strategic planning, omnichannel media management, closed ecosystems optimisation, and financial reconciliation across traditional media, open web, closed ecosystems, and connected TV. “Bringing together Mediaocean and Flashtalking is an incredible opportunity for our customers, employees, and the industry at large,” said Mediaocean Chief Executive Officer (CEO), Bill Wise. “Flashtalking is the source of truth for digital and CTV ads and Mediaocean is the system of record for all media. Combined, we will deliver comprehensive and future-forward solutions for omnichannel advertising.” Meanwhile, Flashtalking CEO, John Nardone said: “Together, our teams and complementary tech will help brands succeed in a future dominated by converged media and anchored on cookieless identity resolution.” The terms of the deal were not disclosed and the acquisition is expected to close in the third quarter of 2021. J.P. Morgan Securities LLC served as exclusive financial adviser to Flashtalking and Travers Smith LLP and Goodwin Procter LLP as its legal counsel. More details at www.mediaocean.com. -- BERNAMA