ShowSeeker, an advertising technology company focused on campaign and order management software for media sellers, has combined with Innovar Solutions, an operational improvement firm serving the media and advertising industry. The companies will operate under the ShowSeeker name.
The combination brings together ShowSeeker’s cloud-based platform technology with Innovar’s process and systems expertise, with the goal of offering more integrated tools for media organizations managing advertising sales across linear television, streaming and connected TV inventory, the companies said in a news release on Monday.
ShowSeeker is best known for Pilot, its cloud-based campaign and order management platform. Innovar Solutions has focused on improving operational workflows for media companies through process design and systems integration. Financial terms of the combination were not disclosed.
“There has been a natural alignment in the work ShowSeeker and Innovar have been doing for years,” said Dave Hardy, the Vice President and General Manager of ShowSeeker. He said the combined company will focus on expanding and modernizing its product offerings to simplify operations for clients.
ShowSeeker was acquired last year by Spectrum Reach, the advertising sales business of Charter Communications. The combined organization remains part of Spectrum Reach.
The integration is intended to support the development of an end-to-end media intelligence platform. Key priorities include consolidating order management and creative management into a single system capable of supporting the full advertising sales process across multiple distribution platforms. The company said the platform will use a modular approach, allowing customers to adopt the full suite or integrate specific components into existing workflows.
Another focus area is agency automation. ShowSeeker said enhancements will reduce manual data entry by automating the exchange of orders, make-goods and revisions. Native functionality within Pilot is designed to allow direct management of agency orders without requiring a separate intermediary system.
The first phase of the combined product roadmap centers on creative management, which has traditionally operated separately from order management due to limitations in legacy systems. Future updates are expected to address broader media buying workflows, including inventory, rate cards and break management.
