4C Insights: Mediaocean To Acquire 4C, Create 'Modern System-of-Record For Omnichannel Advertising'

Mediaocean, the leading processor of media buys and bill-paying on Madison Avenue, has agreed to acquire 4C Insights, which facilitates cross-platform advertising buys, especially the kind dubbed as "convergent TV," combining linear, digital, connected and over-the-top television. Terms of the deal were not disclosed, but the companies said it is expected to close this month.