Unpacking the New Innovid: Bill Wise & Grant Parker at Marketecture Live

Last week, the ad tech world got a front-row seat to a big moment: the debut of the new Innovid — the unified company formed by the merger of Innovid and Flashtalking — live on stage at Marketecture Live.

In a candid conversation with Marketecture founder Ari Paparo, Mediaocean CEO Bill Wise and Innovid President Grant Parker discussed the strategy behind the rebrand, the value of independence and scale, and why now is the time to challenge the industry status quo.

What does the Innovid name stand for?

Innovation, video, and a relentless focus on helping brands, agencies, and publishers succeed in a world where creative, media, and measurement are too often siloed. As Grant put it, “An irrelevant impression is just as bad as an unviewable one.”

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What does scale really mean in ad tech?

Bill shared that combining Innovid and Flashtalking gives the new entity the scale (and profitability) to truly compete. “This whole room is competing with Google,” he said. “To do that, you need real revenue, real EBITDA, and the ability to invest.”

What about AI?

AI was a hot topic, with both execs noting that the real opportunity lies in automating complex, manual workflows ... not just chasing the AI hype. “We’re building an operating system that connects creative and media, powered by massive data and smart automation,” Grant said.

What’s next?

From supply path optimization to real-time creative performance and omnichannel measurement, the new Innovid is focused on helping advertisers and publishers reduce waste, improve outcomes, and operate with more transparency — all without giving up control to walled gardens.

As Bill put it: “Do you want Google to own your starting point, or do you want a neutral, independent partner?”

P.S. Want to go even deeper into the new Innovid brand and vision?
We recently hosted a webinar, The Mediaocean Current: A New Era in Ad Tech with Innovid + Flashtalking, featuring voices from across the organization who helped shape the brand, including leaders from Product, Marketing, and Design. We explored why the new Innovid was created, how it solves today’s biggest marketing pain points, and what advertisers can expect next. And we were joined by Ashwini Karandikar, EVP of Media, Tech & Data at the 4As, for a thoughtful Q&A on what this all means for agencies and the future of ad tech.  

If you’re curious about the strategy behind the scenes, catch it on demand now.