4C Insights, a Chicago-based company that helps advertisers coordinate their ads across social media and TV, is being acquired for almost $200 million.
New York-based Mediaocean, which processes $150 billion in ad purchases annually, is the buyer. 4C’s platform will be offered to Mediaocean’s advertising clients, said Aaron Goldman, 4C’s chief marketing officer.
4C will maintain its offices in Chicago, where it employs about 100 people, Goldman said. The deal is expected to close this month.
The 9-year-old company was founded by Alok Choudhary, a professor at Northwestern University. Initially, it used social media data to better understand consumer behavior, Goldman said. The company has since added data from additional media channels, including TV.
4C’s platform allows advertisers to coordinate their ads across social media and TV. For example, an ad might run on a streaming platform at the same time it appears in a consumer’s social media feed.
Terms of the deal were not disclosed, but a source familiar with the matter said the acquisition price was almost $200 million.
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