Fragmentation and inefficiency are key challenges in the CTV space. The principals in the CTV market aim for an efficient supply chain that doesn’t erode value through excessive costs.
That’s the assessment of one ad-tech boss who sees consolidation as one way to improve the landscape.
Combining Mediaocean with Innovid offers a route to efficiency for marketers, according to Bill Wise, co-founder and CEO, Mediaocean.
Independence and neutrality matter
Mediaocean is a technology company that provides software platforms for the advertising industry. Its products are designed to streamline operations, manage campaigns, and optimize media buying processes across traditional and digital channels.
In February 2025, Mediaocean completed its acquisition of Innovid, a leading independent CTV advertising and measurement platform. This strategic move aims to create a global, independent, omnichannel ad tech platform, offering advertisers enhanced control, choice, and transparency.
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Wise said that Mediaocean’s acquisitions are aimed at preserving independence and neutrality in the ad-serving space. In a market dominated by major players, Mediaocean positions itself as an alternative, he added.
The ad-serving landscape is experiencing fragmentation, with SSPs moving to the buy side, DSPs moving to the sell side, and AI companies adding layers on top, Wise said. “Being able to interoperate to all of that really matters,” he added. “Interoperability is top of the food chain for Mediaocean.”
CTV: Death of the upper funnel
Performance marketing has grown in the TV advertising space, with rich analytics playing a new role.
That’s a step change for a medium that once traded only in brand-building campaigns.
The traditional marketing funnel is collapsing as marketers prioritize tangible results, Wise said. “There is no upper funnel anymore,” he said.
“Everything is becoming mid-funnel,” where reach and frequency combine to drive business outcomes.”
You’re watching “Beyond the Buzz: Independence, Intelligence, Innovation,” a Beet.TV Leadership Series at POSSIBLE 2025, presented by Innovid. For more videos from this series, please visit this page.
