MIAMI — Back in July, when the sun was still high in the sky and the presidential election was yet to rip the US apart, an event took place in ad-tech land that united two disparate tribes.

Mediaocean, whose software helps advertisers automate their operations, acquired INVISION, a peer whose technology helps TV companies do the same.

It was the fourth acquisition by Mediaocean since itself being acquired by Vista Equity Partners in August 2015. So, why did the New York-based company do the deal?

“We’re building converged future media systems,” Mediaocean partner management VP Cordie DePascale tells Beet.TV in this video interview. “Everything we have done is about getting the buy and the sell side to work better in a converged ecosystem.

“We need to have sell-side solutions that can fit in with our strategy. Invasion was a company we saw fitting in to the strategy. Having the buy side’s great, we need to be able to talk to the sell side. Let’s acquire a company that has really great foothold in that direction.”

Mediaocean claims its software is used by 80,000 people across agencies, advertisers, broadcasters and publishers, powering some $125m in media spend. The move represents Mediaocean branching out to cater to both sides of the industry, and buying further in to TV workflow automation.

But DePascale says uniting the two sides in a common system doesn’t mean “gaming” anything – he says both constituencies deserve efficiencies.

This interview was conducted at Beet Retreat 2016: The Transformation of Television Advertising, an executive retreat presented by Videology with AT&T AdWorks and the 605. Please find more videos from the event here.

This interview was conducted by Furious Corp CEO Ashley J. Swartz.