Advanced Television

Mediaocean confirms Innovid name for ad tech business

March 17, 2025

Mediaocean, a partner for omnichannel advertising, has announced that Innovid is the official name for its global ad tech business, following the merger with Flashtalking. Additionally, the company has introduced a new brand identity for Innovid.

“Following last month’s merger, we moved quickly to establish a future-forward identity – one that unites our stakeholders behind a bold vision for independent ad tech at scale,” said Bill Wise, CEO, Mediaocean. “Innovid and Flashtalking share deep legacies, strong customer ties, and a foundation built on innovation, so rather than introduce a new name, we built on those strengths. Innovid has established a powerful market position in CTV and video, which will continue to be growth drivers for our company and clients. With the added capabilities of Flashtalking, the new Innovid is a beacon for omnichannel excellence, helping advertisers navigate complexity, drive performance, and harness AI-powered intelligence to fuel the future of advertising.”

The new Innovid aims to tackle modern advertising’s biggest challenges – fragmentation, inefficiencies, restrictions, and lack of transparency and control – while operating at scale. With a presence in 190 countries, reaching 95 million US TV households across every DMA, and delivering nearly 2 billion daily video ad impressions, Innovid supports thousands of customers worldwide in executing seamless, data-driven campaigns.

“As the advertising landscape continues to evolve, brands, agencies, and publishers need technology partners that prioritize transparency and performance – without conflicts of interest,” said Zvika Netter, CEO & Co-Founder, Innovid. “With today’s announcement, we are a new Innovid, bringing together the strengths of Innovid and Flashtalking under one name and fresh look. This marks a new chapter as we create a true alternative to big-tech, walled-garden, and point solutions – one that gives advertisers unrivaled control over their data, creative, and investment decisions with no trade-offs.”

By combining creative personalisation, ad serving, measurement, and optimisation into a single, unified platform, Innovid seeks to eliminate complexity and enables seamless omnichannel execution – helping brands, agencies, and publishers deliver smarter, more effective campaigns at scale. Furthermore, Innovid says it remains independent of media ownership, giving advertisers full control and autonomy over their data, media strategies, and campaign performance.

“Mediaocean serves as an independent partner within the advertising ecosystem, and both Flashtalking and Innovid have established histories of delivering technology solutions for agencies,” added Ashwini Karandikar, EVP Media, Tech & Data at the 4As. “Following their merger, 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.”

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