Flashtalking, the global independent platform for ad management, data activation and unified insights, and top personalised creative company Spongecell, have announced a merger of the two companies, creating a specialist in data driven dynamic creative. Coming together under the Flashtalking brand, the combined company will provide brands and agencies with the knowledge, technology and scale to operate data driven creative in a programmatic world.

“The market leaders coming together is a response to a very real demand we see from brands and agencies,” said Flashtalking CEO John Nardone. “Increasingly they’re recognising data driven creative is essential to connect with today’s consumer and have been asking us both to assist with our expertise, technology and processes to deliver better more impactful advertising.”

Nardone continued, “Spongecell has great, knowledgeable people and has built innovative tech that naturally complements our broader dynamic creative capabilities. Together we now deliver the market-leading DCO solution within the context of a complete buy-side ad serving solution: a truly independent technology and analytics partner without media buying conflict or bias, representing a clear and viable alternative to DoubleClick.”

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