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»mediaocean

Mediaocean Sets Sights On The TV Sell Side By Acquiring Invision

Mediaocean has acquired Invision, a software company that helps broadcasters and major media companies manage sales workflow. The financial terms of the deal, announced Thursday, were undisclosed and Mediaocean expects to add 100-plus employees as a result of the transaction. This deal represents Mediaocean’s first serious foray into sell-side tools, since it had previously focused... Continue reading »

by Kelly Liyakasa // July 7th, 2016 //
»
PE Firm Vista Acquires Marketo For $1.8B, One Year After Nabbing Mediaocean

Marketing automation giant Marketo has been snapped up by a private equity buyer in a deal that values it among the top ad and marketing tech investments ever. Vista Equity Partners, which took a majority investment in agency billing and workflow software Mediaocean last June, agreed to acquire Marketo in a $1.79 billion all-cash deal. Upon... Continue reading »

by Kelly Liyakasa // May 31st, 2016 //
»
Mediaocean Hires Ramsey McGrory, Former AddThis And RMX Honcho, As CRO

Ad tech veteran Ramsey McGrory has joined Mediaocean as its top sales executive, effective Monday. McGrory was most recently president of sports network Scout Media. Prior to that, he was CEO of AddThis, which Oracle acquired in January, and head of Yahoo's Right Media Exchange. He has a long history with Mediaocean CEO Bill Wise;... Continue reading »

by Kelly Liyakasa // April 4th, 2016 //
»
Expedia Rewires Its Media Mix Using TubeMogul’s New Cross-Screen Planning System

Everyone talks about TV dollars leaking into digital, but what happens behind the scenes to make those dollars move? Vic Walia, senior director of brand marketing for Expedia, said it involves change management and rewiring old assumptions. “We’ve always invested heavily in TV as a brand, but we wanted to extend our reach beyond our... Continue reading »

by Kelly Liyakasa // November 5th, 2015 //
»
Mediaocean Acquired By Private Equity Firm Vista

Updated with comments from CEO Bill Wise. Continuing the trend of private equity investment in ad tech, Vista Equity Partners revealed Monday it had acquired a majority stake in Mediaocean, a company most commonly known for automating trafficking and billing software for ad agencies. The deal values Mediaocean at about $720 million, the company confirmed. Mediaocean was the result of... Continue reading »

by Kelly Liyakasa // June 29th, 2015 //
»
Online Radio Consumption Surges, But Ad Measurement And Buying Processes Need To Improve

With digital audio consumption on the rise, advertiser expectations about targeting and buying advertisements are also growing fast. These concerns surfaced Thursday during Mediaocean’s “Radio Reinvented” panel in Manhattan. Panelists included executives from Pandora, Spotify and Triton Digital. The panelists revealed there are 143 million monthly online radio listeners in the US, representing 53% of... Continue reading »

by Liz Rowley // March 26th, 2015 //
»
Audio And The Programmatic Buy: Ad Execs Describe The Challenges

There are a number of reasons programmatic buying has yet to permeate the digital audio space, a growing area that would seem ripe for automation. Among those reasons is a lack of standards. The IAB’s first stab at standardization was the Digital Audio Ad Serving Template (DAAST), which surfaced some six months ago. But according... Continue reading »

by Liz Rowley // March 18th, 2015 //
»
More Agencies For Atlas: Facebook Signs Merkle, Plugs Into Mediaocean

Five months after taking the wraps off its revamped ad management product, Facebook is slowly but steadily chalking up new Atlas customers. In the wake of its splashy deals with Omnicom Group and Havas, the company has unveiled agreements with database marketer Merkle and Mediaocean, the dominant provider of RFP and workflow management software geared... Continue reading »

by Zach Rodgers // February 10th, 2015 //
»
FreeWheel Tests Premium Programmatic Reserve With TubeMogul

FreeWheel, a video ad server owned by Comcast and used by broadcasters like ABC and Discovery Communications, has teamed up with digital demand-side platform (DSP) TubeMogul to make premium digital video inventory accessible on a programmatic reserved basis. FreeWheel is arranging several data escrows with TubeMogul and providing access to agencies and marketers like Allstate,... Continue reading »

by Kelly Liyakasa // October 14th, 2014 //
»
Who’s To Blame For Lagging Automated Guaranteed Adoption? Everyone.

“Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Vedant Sampath, chief technology officer of platforms at Mediaocean. Premium digital media buying has been a surprising laggard in adopting automation. Publishers, agencies and ad tech vendors share equal responsibility... Continue reading »

by AdExchanger // September 19th, 2014 //
»
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