4C Insights

Cross-channel advertising analytics and audience intelligence platform for social and TV, acquired by Mediaocean in 2020 and folded into Flashtalking

4C Insights was founded as a data science and media technology company spun out of research at Northwestern University, originally focused on helping brands and agencies optimize advertising across social media and television platforms. The company built its platform around proprietary affinity data and audience intelligence, enabling marketers to plan, activate, and measure campaigns across channels including Facebook, Instagram, Twitter, LinkedIn, Snapchat, and connected TV. Its cross-screen convergence tools were particularly notable for linking TV viewership data with social media engagement to drive more effective media buying decisions. Over time, 4C Insights expanded its capabilities into a unified platform for audience-based buying, offering tools for media planning, campaign management, and performance analytics. The company served a range of enterprise advertisers and media agencies seeking to consolidate their cross-channel advertising workflows. In 2020, 4C Insights agreed to be acquired by Mediaocean, a leading media software company, in a deal that was intended to strengthen Mediaocean's omnichannel advertising capabilities. After the deal, Mediaocean combined 4C's Scope product with Flashtalking in February 2022, where it continued as Flashtalking's social ads manager. 4C is now part of Innovid by Mediaocean, the single brand Mediaocean adopted for its ad tech business in March 2025. 4C is unrelated to Scope3, the advertising sustainability company Brian O'Kelley and Anne Coghlan co-founded in 2021.