July 13, 2020 | Deals

GCA advises 4C on its sale to Mediaocean

GCA is pleased to announce our client, 4C Insights Inc. (4C), a global data science and marketing technology company, and Mediaocean, the global system of record for the advertising world, announced that they have entered into a definitive agreement whereby Mediaocean will acquire 4C.

Founded in 2011 and based in Chicago, 4C has built the leading self-service intelligence platform for marketers to drive business outcomes across closed ecosystems. Brands, agencies and media companies around the world trust the Scope CEP (closed ecosystems platform) to surface insights about their most valuable consumers and creatives and activate them across screens. With over $2 billion in annualized advertising spend running through Scope, 4C bridges linear television, streaming video, digital commerce and social media.

Mediaocean, a portfolio company of Vista Equity Partners, brings together brands, agencies, media owners, technology and data partners. A platform to control critical data related to marketing investments, Mediaocean enables end-to-end management of campaigns from planning, buying and selling to analyzing, optimizing, invoicing and payments. Mediaocean processes $150 billion in annual media spend and employs 950 people.

Infusing 4C’s intelligence and optimization into Mediaocean’s foundational platform for end-to-end media management will establish a modern system of record for omnichannel advertising.

“The COVID crisis will be remembered as a tipping point in the digital disruption of many industries including advertising,” said Bill Wise, CEO of Mediaocean. “Mediaocean and 4C together will lead the evolution of modern omnichannel advertising by addressing the needs of global marketers and agencies – transparency, neutrality, intelligence and accountability. I couldn’t be more excited to lead this transformation for the company and the industry.”

“Joining Mediaocean is a game-changer for our clients and the industry, fulfilling the promise of true cross-channel advertising,” said Lance Neuhauser, CEO and Co-Founder of 4C. “Marketers need to market the way consumers consume efficiently across all devices and screens. Mediaocean and 4C’s combined solution will be the independent, self-serve platform to anchor marketers, agencies, publishers and broadcasters across converged media.”

Dr. Alok Choudhary, Chairman, Chief Scientist and Founder of 4C, added, “When we started the company in 2011, our goal was to harness the power of data science and AI to help brands reach their goals. As we integrate our intelligence into Mediaocean’s system of record, we will revolutionize the marketing landscape.”

The terms of the deal were not disclosed, and the transaction is expected to close in July 2020.

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