Two major names in the connected television advertising space are joining forces.

Mediaocean, the developer of software that is widely used by marketers, ad agencies and media owners to manage and track their campaigns, is buying CTV ad tech firm Innovid for $500 million.

The announcement could come as soon as Thursday afternoon. The Wall Street Journal was first to report the news.

The combination will help solidify Mediaocean’s position in the ad tech business, which it markets as a “neural alternative to Google.”

“Advertisers thus need a common platform to manage their connections into all these services,” analysts with Macquarie wrote in a research note earlier this year. “Trying to do it piecemeal does not work, and efforts by others to compete over the years have failed, due to the comprehensiveness and ease of use of Mediaocean’s platform.”