Mediaocean is acquiring Innovid for $500 million

Business
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:bulb: Key details:

:one: Mediaocean is the backbone of ad management, helping brands handle deals, invoicing, and payments.

:two: Innovid specializes in connected TV and ad measurement, with tools like TVSquared (acquired in 2022 for $160M).

:bar_chart: The numbers:

Innovidā€™s valuation: $240M at $1.62/share on Wednesday.

Acquisition price: $3.15/share, bringing the equity value to $525M.

Expected close: Early 2024.

:fire: What this means:

Mediaocean plans to merge Innovid with Flashtalking (another $500M acquisition from 2021). Together, they aim to offer brands more independence from ā€œwalled gardensā€ like Google and Amazon by:

. Providing better control over data and ad spending.

. Strengthening their position in ad verification (competing with Integral Ad Science and DoubleVerify).

CEO Bill Wise explains:

ā€œThe ad landscape needs independent technology companiesā€”a neutral alternative to Googleā€”that work effectively with large tech platforms.ā€

:globe_with_meridians: Why it matters:

  1. Connected TV continues to be a critical growth area for advertisers.

  2. Advertisers need a single platform to manage fragmented ecosystems.

  3. This move positions Mediaocean as an even more indispensable operating system for ad management.