Mediaocean, an advertising software and services company, has agreed to acquire data science and martech firm 4C Insights. The terms of the deal have not been disclosed, but it is expected to close this month.

Mediocean will look to use the acquisition to ‘establish a modern system of record for omnichannel advertising’ by bringing 4C’s data science capabilities into its media management platform.

“Mediaocean and 4C together will lead the evolution of modern omnichannel advertising by addressing the needs of global marketers and agencies – transparency, neutrality, intelligence and accountability,” said Bill Wise, CEO of Mediaocean. “I couldn’t be more excited to lead this transformation for the company and the industry.”

The pair first partnered back in September 2017 in a bid to improve cross-channel marketing. A little over six months later, in April 2018, 4C launched its Scope platform, with Mediaocean as one of the premium marketplaces to benefit from the product. The aim of the platform is to help marketers to discover cross-channel audience insights, execute campaigns across screens, and analyse performance in a single, self-service tool.

“Joining Mediaocean is a game-changer for our clients and the industry, fulfilling the promise of true cross-channel advertising,” said Lance Neuhauser, CEO and Co-founder of 4C. “Marketers need to market the way consumers consume efficiently across all devices and screens. Mediaocean and 4C’s combined solution will be the independent, self-serve platform to anchor marketers, agencies, publishers, and broadcasters across converged media.”