Flashtalking and Spongecell announce merger

Deal brings dynamic creative scale and experience under one roof, meets advertisers’ imperative for data driven creative expertise, full ad management and impartial analytics.

Flashtalking, the global independent platform for ad management, data activation and unified insights, and top personalised creative company Spongecell, today announced a merger of the two companies, creating a new market leader in data driven dynamic creative.

Coming together under the Flashtalking brand, the combined company will provide brands and agencies with the vital knowledge, technology and scale to operate data driven creative in a programmatic world.

“The market leaders coming together is a response to a very real demand we see from brands and agencies,” said Flashtalking CEO John Nardone. “Increasingly they’re recognising data driven creative is essential to connect with today’s consumer and have been asking us both to assist with our expertise, technology and processes to deliver better more impactful advertising.”

Nardone continued, “Spongecell has great, knowledgeable people and has built innovative tech that naturally complements our broader dynamic creative capabilities. Together we now deliver the market-leading DCO solution within the context of a complete buy-side ad serving solution: a truly independent technology and analytics partner without media buying conflict or bias, representing a clear and viable alternative to DoubleClick.”

The companies’ combined capabilities will provide advertisers across all verticals with market-leading dynamic creative expertise, products and services—enabling efficient personalised and data-enabled creative messaging across all forms of display, video, social, and native advertising.

“Our companies share the view that personalised creative is no longer optional.  It is essential for connecting with today’s distracted consumer, and for digital marketing success,” said Spongecell CEO, Ben Kartzman, who will take on the role of COO in the combined company.  “Flashtalking and Spongecell uniting is a natural move for both of us, as advertisers seek scaled solutions from financially stable partners.”

Terms of the deal were not disclosed. Needham & Company acted as strategic advisor to Spongecell.