The combined Innovid and Flashtalking entity will retain the Innovid name but get a new logo and strategy, in a bid to signal the merged ad-tech company’s new era.
After Flashtalking owner Mediaocean completed the acquisition of Innovid recently, the company decided to keep the better-known name but also introduce an updated brand identity, reflecting an expanded set of capabilities.
“Innovid certainly is a more future-forward of the names, and it was a public company with the ticker symbol CTV,” Aaron Goldman, chief marketing officer, Mediaocean and Innovid, said in this video interview with Lisa Granatstein, editorial director, Beet.TV. “So (there was) a lot of equity and built-in awareness around that.”
Rebranding with a purpose
The rebrand includes a new logo featuring a play button in negative space, symbolizing video and CTV, with surrounding shapes representing eyes. According to Goldman, the three “i”s in the logo signify independence, intelligence, and innovation.
“The eyes have it, and that’s what we’re bringing to bear in the combined solution,” Goldman explained. He described the offering as a global ad management platform with AI and automation across all channels, free from bias or conflicts of interest, and solely focused on optimizing marketers’ ROI.
On March 10, 2025, Innovid officially announced the completion of its merger with Flashtalking. The combined entity aims to provide a unified, independent ad management platform with enhanced AI and automation capabilities across all channels.
Unifying products for a combined offering
The goal is to fully merge the products of Innovid and Flashtalking, creating a unified platform capable of operating at scale across various channels, including walled gardens and open ecosystems.
Goldman said Innovid now offers an independent alternative to the Google ad stack or can function as an add-on. “With Innovid and Flashtalking as the second and third biggest ad servers, we have a credible opportunity here, especially as marketers look to reduce their reliance on Google in the wake of the antitrust trials,” he added.
In the short term, Flashtalking customers will gain access to Innovid’s Harmony reach, frequency optimization, and XP measurement tools. Innovid customers can utilize Flashtalking’s social ads manager and Mediaocean’s Protected by Mediaocean solution for verification and brand safety.
Long-term vision and industry role
“It’s an incredibly exciting time to be part of Mediaocean and I’d say the advertising industry overall,” Goldman said.
He views AI as the biggest opportunity since the invention of the Internet, significantly impacting creative, media, analytics, and optimization.
“We’re using AI to help with everything from creative to media to analytics and optimization, making workflow more efficient and campaigns more effective,” he said. “And we’re really just scratching the surface.”
