Mediaocean appoints Guy Kuperman as Chief Strategy Officer

Mediaocean has appointed Guy Kuperman as chief strategy officer. He previously held the same role at Innovid.

He will oversee corporate strategy, business intelligence and strategic partnerships across the advertising software group's portfolio, reporting to chief executive Bill Wise. The appointment puts him at the centre of Mediaocean's effort to better align its businesses and partner relationships across brands including Innovid, Prisma and Protected.

The move comes as advertising groups face a rapid shift in the use of artificial intelligence across media planning, buying, delivery and measurement. Across the sector, companies are trying to simplify increasingly fragmented technology estates as marketers spread spending across streaming, social media, retail media, traditional channels and closed digital platforms.

Kuperman will lead key growth initiatives and deepen alliances with platforms, publishers and technology providers. His remit also includes maintaining Mediaocean's position as an independent, interoperable option for clients using different advertising and data systems.

Broader role

His expanded brief also includes continued integration across Mediaocean's business units. That covers work following the merger of Innovid and Flashtalking, as well as broader alignment across the portfolio with Prisma and Protected.

The aim is to give customers a more joined-up experience across data, workflow and AI tools. That reflects a wider trend in advertising technology, where agencies and brands are seeking fewer disconnected systems and more consistent reporting and operating processes.

Mediaocean is a significant player in that market, with more than USD $200 billion in annualised advertising spend running through its platforms and 100,000 users globally.

Its software spans media management and finance through Prisma, creative delivery and measurement through Innovid, and ad verification and brand safety through Protected. That breadth has made strategy and integration increasingly important as buyers and publishers demand systems that can work across different parts of the advertising supply chain.

Wise linked the appointment to those market pressures and to the company's effort to bring together strategy, partnerships and corporate development.

"Our industry doesn't need more point solutions; it needs cohesion," said Bill Wise, Chief Executive Officer, Mediaocean. "We've spent the last decade assembling an independent, interoperable platform that reduces friction and helps advertising operate more efficiently. Guy understands and drives both our strategic architecture and the ecosystem. Expanding his role ensures that our strategy, partnerships, and corporate development efforts stay tightly aligned and executed as we enter our next phase of growth centered around AI."

AI pressure

Mediaocean framed the role change against what it described as an AI-first advertising market. The sector is seeing growing interest in tools that automate parts of campaign planning, execution and analysis, while also raising questions about governance, oversight and compatibility with existing systems.

For large marketers and agencies, that has increased the value of software groups that can connect multiple workflows without locking users into a single media environment. Mediaocean has positioned itself as a neutral layer between agencies, brands, publishers, ad tech firms and major platforms.

Kuperman is expected to play a central role in managing those relationships, including integrations with major platforms, streaming publishers, walled gardens and newer AI-focused companies. His previous role at Innovid gives him direct experience inside one of the businesses now within the broader Mediaocean structure.

That background could prove important as Mediaocean continues to unify products and teams assembled through deals and mergers. Across the advertising technology sector, post-acquisition integration has become more strategically important, particularly as clients seek consistent data flows and measurement standards across channels.

Kuperman said the pace of change in advertising was shaping his expanded role.

"The market is evolving at a pace we've never seen before, and Mediaocean is uniquely positioned to steer this change," said Kuperman. "Together with phenomenal partners and clients, we are architecting the advertising market's path forward. My focus will be on ensuring our strategy becomes a tangible operational engine that delivers unparalleled value to our global partners as they navigate a complex, AI-first future, and I am thrilled to take this expanded role."