• by Tobi Elkin  @tobielkin, May 19, 2016

Ad-tech software provider Mediaocean on Thursday announced its acquisition of ColSpace, a provider of cloud-based, collaborative media-planning software, for an undisclosed sum. ColSpace’s software aims to improve the planning and management of global marketing campaigns.

The merger also extends Mediaocean’s reach to more than 30 additional countries worldwide.  

"In the ever-changing media market, where budgets are moving across channels and leveraging data more, the planners and buyers at our agency partners are looking for much tighter integrations between their planning and buying tools,” Bill Wise, Mediaocean CEO, told Real-Time Daily via email.

“Our acquisition of ColSpace allows us to integrate the entire workflow for greater automation and control, and for more visibility and flexibility to move budgets,” Wise added. He said the ad-tech ecosystem needs open and neutral software providers for planning and buying.

Mediaocean will offer ColSpace’s planning products to existing agency clients.  Wise will lead the combined companies, with ColSpace’s Matthew Greenhouse, Adrian Pang, and existing staff joining the Mediaocean team to evangelize media-planning products for the advertising industry.