In a strategic move to strengthen its position in the rapidly evolving advertising technology landscape, Mediaocean has unveiled Innovid as the unified brand for its global ad tech business, following the high-profile merger with Flashtalking. This merger, which was completed in February 2025, marks a new chapter for the company, as it looks to address modern advertising’s biggest challenges with a focus on independence, intelligence, and innovation.
Mediaocean, a recognised leader in omnichannel advertising solutions, acquired Innovid in a £385 million ($500 million) deal in November 2024. The rebranding to Innovid signals the culmination of this transformation, combining the strengths of Innovid and Flashtalking to create a unified platform that leverages AI-driven capabilities to simplify and enhance the advertising ecosystem. According to Bill Wise, CEO of Mediaocean, the company quickly moved to establish this future-forward identity, “uniting our stakeholders behind a bold vision for independent ad tech at scale.”
Innovid, which has firmly established itself as a powerful force in connected TV (CTV) and video advertising, now has the added strength of Flashtalking’s advanced capabilities in creative personalisation, ad serving, measurement, and optimisation. Together, they aim to deliver a seamless, data-driven solution that removes the fragmentation and inefficiencies commonly found in the industry, offering advertisers enhanced transparency and control over their campaigns.
“As the advertising landscape continues to evolve, brands, agencies, and publishers need technology partners that prioritise transparency and performance—without conflicts of interest,” said Zvika Netter, CEO and Co-Founder of Innovid. This new vision provides advertisers with a true alternative to big-tech solutions, offering greater autonomy over their data, creative assets, and investment decisions—without any trade-offs.
With a global presence in 190 countries and nearly 2 billion daily video ad impressions, Innovid is positioned to become the industry’s most comprehensive AI-powered omnichannel platform. It supports clients across multiple sectors, helping them execute smarter and more effective campaigns that span CTV, premium video, social platforms, and the open web. This expansion reflects Innovid’s commitment to addressing the advertising industry’s fragmentation, inefficiencies, and the lack of transparency that has plagued traditional media platforms.
The core of Innovid’s new platform lies in its AI and automation capabilities, which empower brands and advertisers to create, deliver, measure, and optimise campaigns at scale. The platform is designed to streamline every aspect of ad management, providing real-time intelligence for creative personalisation, audience targeting, and campaign performance. For example, advertisers can now deliver the right message to the right audience, at the right time, across multiple screens, ensuring that their campaigns remain relevant and impactful throughout their lifecycle.
The platform’s key features include:
- CREATE: Automating creative production and real-time optimisation, enabling advertisers to scale and personalise creative content across multiple platforms, from CTV to social media.
- DELIVER: Securing and optimising campaign delivery across a variety of media channels with enhanced control and efficiency. This includes a flexible, cookieless identity framework that combines authenticated IDs and privacy-first targeting.
- MEASURE: Providing real-time, deduplicated insights into reach, frequency, and outcomes across all screens, with attention metrics and brand safety tools to ensure quality and eliminate waste.
- OPTIMISE: Using AI-driven insights to maximise media efficiency, streamline the supply path, and enable in-flight creative optimisations, all while reducing waste and enhancing overall campaign performance.
With this comprehensive suite of capabilities, Innovid aims to tackle the key issues faced by modern advertisers, such as the increasing complexity of media buying and the lack of cross-platform integration. Innovid’s independent stance ensures that it can offer clients full control over their campaigns, without the conflicts of interest that come with media ownership.
Industry experts have responded positively to the merger and the rebranding, recognising Innovid’s potential to become a leading player in the global ad tech space. Ashwini Karandikar, EVP of Media, Tech & Data at the 4As, commented, “The new Innovid is positioned as a platform designed to operate at scale and support centralized workflows between creative and media teams for omnichannel advertising execution.”
As Innovid continues to integrate the capabilities of Flashtalking, advertisers will gradually gain access to an even more powerful, unified platform. For now, both brands continue to operate separately, with clients enjoying uninterrupted access to the solutions each offers. However, over time, the integration will allow advertisers to unlock new innovations and capabilities, giving them the flexibility to tap into the full potential of the platform at their own pace.
Looking ahead, Innovid is poised to drive significant growth and innovation within the ad tech space. With its focus on AI-powered intelligence, transparent practices, and unrivalled control for advertisers, Innovid is set to become a central player in the future of omnichannel advertising.
Mediaocean has rebranded its global ad tech business to Innovid following the merger with Flashtalking, signalling a new era of independence, intelligence, and innovation. The move aims to create a powerful AI-driven omnichannel advertising platform, designed to address fragmentation, inefficiencies, and lack of transparency in modern advertising.
Bill Wise, CEO of Mediaocean, highlighted that the new Innovid combines the legacies of Innovid and Flashtalking, focusing on creative, delivery, measurement, and optimisation. With a presence in 190 countries, Innovid is already positioned as a leader in CTV and video, with plans to expand its AI and automation capabilities across ad management, from creation to optimisation.
Innovid’s unified platform aims to give advertisers full control over data and creative decisions, providing a true alternative to big-tech, walled-garden solutions. As Innovid and Flashtalking remain separate for now, the integration will offer a seamless, data-driven advertising experience, enhancing performance and efficiency across CTV, social, and digital platforms.
Zvika Netter, CEO and Co-Founder of Innovid, emphasised that the new identity marks a shift towards greater independence in the ad tech landscape, allowing advertisers to manage campaigns without trade-offs.
source;https://www.mediaocean.com/press-releases/2025/03/17/innovid-unified-brand-global-ad-tech
