4C Insights offers advertising tools for social media and streaming video. Advertising software firm Mediaocean acquired the marketing technology company 4C Insights. The advertising business is changing partly as viewers flock to streaming TV services.

Mediaocean LLC is best known for its TV advertising software, has taken over 4C Insights Inc. as it specializes in audience data, analytics, and ad planning across social media and streaming video. Mediaocean is paying over $150 million in cash and equity in this deal, which values Mediaocean itself at around $2 billion.

Mediaocean offers software for the advertising industry to manage advertising deals, helping marketers, media owners, ad agencies, and others keep records of what they buy and sell as well as handle invoicing and payments, among other varied services. The company confirmed processing more than $150 billion in annual media expenditure globally, including $60 billion that is spent on TV advertising in the U.S.

To Read More: WSJ