Mediaocean, 4C and the Future of Omnichannel Advertising

Mediaocean’s $200 million acquisition of 4C is aimed at creating a powerhouse of data that strengthens media planning and buying prowess s. Aaron Goldman, CMO of 4C, talks challenges and opportunities that lie ahead.
How will the COVID-19 crisis affect the advertising business?
 The pandemic has forced marketers to be more accountable to the bottom line than ever before which has, in turn, put increased scrutiny on advertising budgets. The crisis has also added constraints to publishers and broadcasters that rely on centralized production or live events, like sport, for commercial air time. Meanwhile, people are consuming more media while on lockdown and looking for new forms of shopping and entertainment. These trends have accelerated the convergence of content and commerce and created a new requirement for marketers around omnichannel advertising.

What challenges does the acquisition address?

4C and Mediaocean are uniquely positioned to create a modern system of record for omnichannel advertising. The solution will be independent from media owners as well as neutral and open to provide transparency, controls, and auditability. The 4C and Mediaocean software stack will integrate across planning and buying so that each layer of functionality is connected seamlessly and converged across all media channels. The platform will leverage AI and ML to aggregate and interpret data and make decisions that will create efficiency and effectiveness. And it will be open and interoperable with supply, technology, and data partners across all media – including open and closed ecosystems – while supporting bi-directional data flow. Add this all up and you get better business outcomes on a global basis for all stakeholders.
How do you think the ad environment will be different in 5 years?
In 5 years, the promise of omnichannel advertising will be a reality. Marketers will finally be able to market the way consumers consume – seamlessly across media. And the supply chain connecting agencies, publishers, data partners, and technology providers around the world will be transparent and efficient.

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