Bitter rivals Interpublic Group, Omnicom, and WPP have joined forces to take a minority stake in omnichannel adtech giant Mediaocean after the business launched a new certified service partner (CSP) programme that will enable the agency groups to integrate and offer the company’s adtech solutions.
The systems – Flashtalking and Protected by Mediaocean – are designed to help agencies with ad serving, creative optimisation, paid social optimisation, fraud detection, and brand safety.
Interpublic, Omnicom, and WPP will also continue to use Mediaocean’s ad infrastructure platform, Prisma, for omnichannel planning, buying, and billing.
Mediaocean handles over $200bn in annualised ad spend running through its software products.
Co-founder and CEO Bill Wise said: “To have Interpublic, Omnicom, and WPP as investors and our founding certified service partners is incredibly exciting. We believe their support will deepen the adoption of our ad tech solutions.
“It will also allow us to increase investment in developing innovative AI capabilities and explore acquisitions to provide complementary solutions to marketers and their agencies as they navigate this complex ecosystem.”
The move follows Mediaocean acquire Innovid and merging it with Flashtalking to create a global, independent, omnichannel adtech platform. Both companies will operate separately until the deal closes.
Mediaocean’s CSP programme will begin immediately and both the CSP and investment opportunity may be expanded to additional agencies.
Michael Kassan’s 3C Ventures served as an advisor to Mediaocean in orchestrating the process.
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