Acquisition International - Issue 12 2022 37 Mediaocean has truly become the mission-critical platform for omnichannel advertising. With more than $200 billion in annualised media spend managed through its software, Mediaocean connects brands, agencies, media, technology, and data. It uses AI and machine learning technology to control marketing investments and optimise business outcomes, while powering campaigns from planning, buying, ad serving, and creative personalisation, to analysis, optimisation, invoices, and payments. As a result of all its hard work, it has been recognised as Best Omnichannel Advertising Platform - Northeast USA. Oct22281 mploying 1,700 staff across 30 global offices and supporting over 100,000 people with its products, Mediaocean has been propelled to number one ad tech workspace. This extraordinary success is driven by its core values of ‘Passion’, ‘Curiosity and Initiative’, ‘Diversity, Inclusion and Empathy’, ‘Balance, Purpose and Community’, and ‘Innovation’. These have always been apart of the company, although it has found new ways to express them in both words and actions. Mediaocean’s single solution is intended to address linear TV, Connected TV (CTV), non-CTV digital video (e.g. in-app mobile video and desktop and mobile video), and social video (including YouTube, Meta, Twitter, Snap, Pinterest, LinkedIn, and TikTok) to encompass planning, creative optimisation, delivery, and measurement. It works across global agency networks to serve most of the world’s largest brands and is therefore in a unique position to create the future and lead the charge with an ambitious strategy to make the business of advertising easier – and more effective. The unified omnichannel data architecture ranks among the most consequential developments in advertisers’ long-held ambition of obtaining a single source of truth for their media investments. An example of a recent innovation in this space includes acquiring Imposium for an advanced video creative toolset to enhance Flashtalking’s video personalisation capabilities, as well as make them available to linear TV advertisers. The news came shortly after Mediaocean became a badged marketing partner for TikTok to enable the creation and management of immersive video ad experiences at scale. Alongside this, in June 2022, Mediaocean acquired Drishyam AI. Now, with the companies combined, AI and NLP enhancements will be added to Flashtalking by Mediaocean products including bestin-class automatic content classification and optimisation. Brands and partners will now have AI-enabled identification and analysis of the creative elements of their digital ads, feeding optimisation of ad targeting and dynamic creative. The Mediaocean team’s commitment to strategic innovation permeates their culture by cultivating an environment that not only accepts change, but leads it. Guided by this outlook, Mediaocean has created an environment that gives employees the safety and structure to have longevity and fulfilment in their personal and professional lives. The company knows that establishing a culture that values this notion without trivialising the effort can transform an organisation from top to bottom. It has fully embraced hybrid culture so E Mission-Critical Platform for Omnichannel Advertising that each team can come up with the right cadence to come together in person, wherever their teams are based nationally and globally. The Workplace Experience team further offers weekly meals, team bonding events, and more to encourage connections. While Mediaocean is hugely successful, that’s not to say that it doesn’t face its challenges – yet it always finds a way to resolve them. Its Learning and Development programme was critical in navigating the economic uncertainty throughout the pandemic. Rather than furloughing 23 administrative employees who couldn’t perform their jobs remotely, it worked with them to find roles that didn’t require being in an office. In September 2022, Mediaocean announced a new partnership with Strigo, provider of the leading unified platform for remote, instructorled software training. Mediaoean Education, the division dedicated to supporting the company’s agency partners, clients, and teams around the world now provides 70% of its training through Strigo and plans to continue to expand its use. To supplement these efforts, Mediaocean Education also provides more than 1,000 eLearning videos and 1,575 learning articles for its learners. Then, in October 2022, Mediaocean announced the launch of its product training certification programme, supported by Credly’s digital badging service. The new seamless certification process bolsters its continued commitment to providing dynamic professional development offerings through Mediaocean Education. Now, Mediaocean looks forward to continuing to provide the foundational infrastructure, workflow, and key applications that are critical for advertisers. This will mean infusing its products with added layers of intelligence and giving its clients new ways to act on those insights. Additionally, it will keep enhancing and scaling the technologies advertisers need to improve targeting, relevance, and creative impact. As the industry prepares for further cookie deprecation, capped by Google’s planned phasing out of third-party cookies in Chrome in 2024, Mediaocean is further future-proofing advertisers’ campaigns by expanding the independent cookie-less solutions they need. Company: Mediaocean Contact: David Berkowitz Email: dberkowitz@mediaocean.com Website: www.mediaocean.com
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