CVC Capital Partners and TA Associates have acquired a stake in Mediaocean, an omnichannel advertising platform, from Vista Equity Partners.

Mediaocean seeks to help agencies and marketers manage $200 billion in annualized media spend. In July, Mediaocean announced its acquisition of Flashtalking, adding capabilities for primary ad serving, creative personalization, identity management, and fraud prevention.

The investment from funds advised by CVC and TA will continue accelerating growth and driving innovation at Mediaocean, which included the acquisition of 4C last year and continued in March with the launch of a new product model.

“With the rise of big tech, brands and agencies are placing more trust in Mediaocean to be the steward for their media buys,” said Jonathan Meeks, managing director at TA. “Through our investment in Flashtalking, we’ve seen firsthand the impact that a scaled, independent ad tech platform can have in putting buyers in control and improving campaign performance. As the companies come together, we believe that Mediaocean is primed to deliver even better results for its customers and we’re excited to help fuel further growth.”

White & Case acted as legal advisor for CVC. Goodwin Procter acted as legal advisor for TA. Macquarie and Nomura provided committed acquisition financing for the transaction.