Mediaocean, the de facto software for most US TV advertising, has agreed to acquire the ad tech and analytics startup 4C on Monday for $150 million. 4C raised $31 million in two rounds, most recently in 2016 at a valuation of between $50 million and $100 million. Mediaocean CEO Bill Wise told AdExchanger the two […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Lance Neuhauser, CEO at 4C Insights. To maintain incremental growth, today’s direct-to-consumer (DTC) darlings are looking to expand beyond the digital sandbox where they grew up. After years of slathering on the search and Facebook ads, DTC […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Lance Neuhauser, CEO at 4C Insights. A decade ago, big brands had it easy when it came to media. They had big ad budgets and bought a lot of ads. The more ads they bought, the lower […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Lance Neuhauser, CEO at 4C Insights. From Comcast and NBC to AT&T and Time Warner, the unification of premium content with rich consumer data is driving our current phase of media consolidation. These companies are […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Lance Neuhauser, CEO at 4C Insights. The battle over the millions of brand advertising dollars that were routinely funneled to linear television has heated up to the point where it now resembles the climax of […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Lance Neuhauser, CEO at 4C Insights. The new reality of consumer channel choice has thrown a wrench into the decades-old media model that funnels millions of brand advertising dollars to linear television. Competition for these […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Lance Neuhauser, CEO at 4C Insights. We’re about to witness a generational realignment of the media mix. Consumers have complete control over how they receive information, and they can subscribe, fast-forward, opt out, block or […]
Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. 4C Insights might be the largest of the small handful of companies certified to buy media across all the social platforms. All the big agency groups, along with many independents, use its technology. Total ad spend through its platform exceeds $1 billion across Facebook, Instagram, […]
Media agency Horizon is giving its advanced TV platform Pivot a facelift. Horizon is building a custom planning tool using 4C Insights, the social and TV data analytics platform designed to go beyond age and gender demographic targeting. Instead, 4C’s tool will integrate with Pivot to help Horizon marry behavioral, attitudinal and purchase data with […]
