As media companies face mounting pressure to modernize ad operations across linear and connected TV, consolidation among ad tech and services providers is reshaping the MarTech landscape. In that context, ShowSeeker announced that it has combined with Innovar Solutions, an operational improvement firm known for transforming processes and systems across the media and advertising industry. The move signals a strategic push to simplify and modernize ad sales management for media businesses navigating increasingly complex inventory and workflows.
The combined organization will operate under the ShowSeeker name, bringing together complementary strengths in technology and operational expertise. By unifying their capabilities, the company aims to deliver more robust solutions that address the evolving needs of broadcasters, streaming providers, and advertising sales teams managing campaigns across multiple channels.
“There has been a natural alignment in the work ShowSeeker and Innovar have been doing for years,” said Dave Hardy, Vice President and General Manager of ShowSeeker, which was acquired last year by Spectrum Reach, the advertising sales business of Charter Communications. “Both companies have curated value to the industry and put forth purpose-built systems. Now, as one, we can further expand, modernize, and deploy smarter solutions that make work much easier for our clients.”
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At the center of the strategy is ShowSeeker Pilot, the company cloud based campaign and order management platform. The combination with Innovar lays the groundwork for a more comprehensive media intelligence offering that spans the full ad sales lifecycle. The goal is to reduce fragmentation by bringing together systems that have historically operated in silos, particularly across linear television, streaming, and other connected TV environments.
The unified roadmap focuses on creating a streamlined product suite that merges order management and creative management into a single system. This approach is designed to support the complete ad sales process, while remaining modular so organizations can adopt the full platform or integrate specific components alongside existing workflows. For media companies managing diverse inventory types, this flexibility is intended to ease adoption while supporting long term modernization.
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Another priority is improving agency automation. The combined solution is expected to significantly reduce manual data entry by automating the exchange of new orders, makegoods, and revisions. Native capabilities within Pilot will allow teams to manage agency orders directly, removing the need for intermediary systems and reducing operational friction.
The first phase of the combined roadmap centers on creative management, an area that has traditionally been separated from order management due to limitations in legacy traffic and scheduling systems. With expanded API support and updated system capabilities, users will be able to further automate ad operations. Future phases will extend into broader media buying workflows, including content, inventory, rate card, and breaks management.
For the industry, the ShowSeeker and Innovar combination reflects a broader shift toward integrated platforms that align technology with operational expertise. As media companies balance linear and digital revenue models, the ability to manage ad sales through unified, intelligent systems is becoming a competitive necessity. This move positions ShowSeeker to play a larger
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