Invision has two main platforms: a linear ad sales system and an audience-targeting tool for video and advanced TV. These are essentially the sell-side equivalent of Mediaocean’s buyer-focused Spectra and Prisma platforms.
“Our system allows broadcasters to have one campaign management system whether they’re [supporting] addressable TV, digital video or audience-based [buys] traditional on television,” said Steve Marshall, cofounder and CEO of Invision. “We saw significant opportunity for our sellers to connect with additional demand sources.”
Invision’s customer list ranges from media companies like Bloomberg and BET Networks to satellite and cable providers like DirecTV and Time Warner Cable.
Wise predicts Mediaocean will benefit at a time when some of the world’s largest sellers of media (nee: Google, Facebook and Comcast) also own the keys to the TV publishers’ ad stack.
“Many companies who’ve tackled this challenge have approached it from a marketplace or exchange standpoint, not software,” he said. “That’s a key thing about this acquisition – we’re not a data company, we’re not arbitrating. We have neutral software solutions that will serve both sides.”
While some industry spectators become suspicious when a buy-side company dives into the sell-side and vice versa, Wise said Mediaocean remains open.
It launched a Connect Partner platform several years ago to allow other ad servers, data companies and sell-side technology providers to access its APIs and build on top of its platform to hook into agency demand.
Invision is Mediaocean’s third acquisition this year. Under Vista, the company’s private equity backer, Wise said Mediaocean has obtained the capital it needs to aggressively pursue acquisitions and the operational know-how to ensure proper integration thereafter.
“We felt planning and buying needed to converge as [the time to execute] media buys between linear and programmatic/real time TV was shortening up,” Wise said. “This [deal] was very consistent with our core business and what we saw happening in the marketplace.”