Mergers are common in the ad tech space, but Mediaocean’s acquisition of Innovid feels like something bigger—a shift that could redefine how advertisers plan, execute, and measure campaigns across multiple platforms. On one side, you have Mediaocean, who made their mark creating omnichannel ad tech and acquired Flashtalking three years ago; on the other, Innovid, a pioneer in creative innovation on CTV who acquired TVSquared two years ago. To better understand the thinking behind the merger, I sat down with Grant Parker, President of Flashtalking by Mediaoacean, to dig into the details of what will be one of the biggest mergers in ad tech after the deal closes in 2025.

ALAN WOLK (AW): Let’s start with the big question: Why Innovid? What was the thinking behind this deal?

GRANT PARKER (GP): Innovid felt like a complementary business for us in several ways. They share our ideals and vision for the future, but more importantly, their solutions expand our capabilities and add value for clients. Advertisers today want two things: convergence and connection. They need fewer partners who can handle more, but they also want open systems that integrate seamlessly with the rest of the ecosystem. No one solution can do it all, so interoperability is key.

Innovid’s expertise strengthens our omnichannel platform and broadens our ability to deliver solutions across TV, digital, and other media. What’s more, both of us are committed to staying independent and unbiased, which is critical for advertisers looking for neutrality in a market dominated by walled gardens.

AW: How does this merger benefit advertisers on a practical level?

GP: It gives them a central platform that works with all major media players. From one place, they can orchestrate campaigns, distribute creative tailored to their audience, and measure performance across media partners. This streamlines the process, making it easier to manage everything from planning through execution and measurement.

AW: Can you explain what you mean by “convergence” and why it’s important?

GP: Convergence is about bringing together traditionally separate media channels—TV, digital, and out-of-home—into one cohesive strategy. Advertisers no longer think in silos; they want campaigns that work seamlessly across all channels. Innovid strengthens our ability to deliver on that, especially with their expertise in linear TV and its convergence with CTV. This is where the lines between traditional and digital media are really starting to blur.

AW: You’ve mentioned a shared vision for the future of the industry. What does that look like?

GP: The industry is reaching a new phase of maturity. Initially, we saw the rise of digital, followed by the rise of programmatic. Now that those technologies are commoditized, creative is becoming the next big driver of media value. What you say to your audience matters just as much as where and how you say it.

Another key part of our shared vision is the need for independent and unbiased ad tech on the buy side. Advertisers want tools that work across platforms, allowing them to measure performance and value comprehensively. That’s a philosophy Innovid shares with us, which makes this partnership a natural fit.

AW: How does Flashtalking fit into this, especially with Innovid’s focus on CTV?

GP: Flashtalking has been a leader in personalization at scale and creative relevance. We have delivered tailored ads across channels like social, video, and display. Innovid complements that with their leadership in CTV innovation. Together, we can deliver highly personalized creative across even more channels. Both companies focus on optimizing the right message for the right audience in the right channel, which is where the combination really shines.

AW: Creative hasn’t always been a priority in advertising. Has that changed?

GP: It has. Advertisers are increasingly seeing media and creative as two sides of the same coin. Siloed teams are collaborating more closely, and technology now enables real-time updates to creative based on persona, context, or location. The ability to adapt dynamically is driving significant demand for what we do.

AW: What’s the global scope of Flashtalking and Innovid? Are both companies international?

GP: Yes, both are global companies. Flashtalking has a particularly strong international presence, and Innovid’s reach complements that. Together, we’ll serve an even larger global client base.

AW: Is the plan to fully integrate the two companies into one platform?

GP: Yes, the goal is to merge Flashtalking and Innovid into a single ad tech platform. While we’re still working out the details, we’re focused on making the transition additive, not disruptive. Both companies have large enterprise clients, so we’ll take care to ensure their needs are fully addressed. Until the deal closes though, it’s business as usual for both companies operating separately.

AW: What does the competitive landscape look like post-merger? Who are your main competitors?

GP: The combination of Mediaocean and Innovid creates capabilities that don’t really exist elsewhere. Advertisers often choose between Google’s stack and independent providers like us. Many of our clients prefer us because we’re unbiased, but we also integrate with Google because they’re a critical part of the ecosystem. Still, advertisers need a neutral partner to manage their campaigns, and that’s where we excel.

AW: Walk me through the advertiser experience. What does onboarding look like?

GP: Both Flashtalking and Innovid are known for high-touch, white-glove customer service. We start by understanding a client’s goals, creative assets, and media workflows. From there, we tailor the onboarding process to automate workflows, get creative into the market quickly, and orchestrate campaigns across channels like social, video, and display. We also help optimize campaigns in real time and provide comprehensive measurement afterward.

AW: What are tags and where do they fit into your process?

GP: Tags are essential for both measurement and delivery. On the measurement side, they track outcomes like cart checkouts or trial signups. For delivery, tags enable dynamic creative changes based on factors like location, persona, or purchase history. It’s all about delivering the right message to the right person at the right time.

AW: That sounds a lot like contextual targeting. Is the plan to make that part of your strategy?

GP: Contextual targeting is becoming a significant part of our business, especially as cookies decline in effectiveness. Advertisers are using alternative identification methods like contextual data, and we’ve found that layering it with audience targeting is particularly effective. For instance, you might target a specific audience but adjust the creative based on whether they’re watching sports or news. It’s a powerful way to make ads more relevant and impactful.

AW: For advertisers, what’s the big takeaway from this merger? Why should they be excited?

GP: Advertisers have long wanted a partner that’s independent, unbiased, and omnichannel—a platform where they can orchestrate campaigns, deliver the right message across channels, and measure performance comprehensively. This merger delivers on all of that, especially in the rapidly growing CTV space.