PE-backed Cross MediaWorks launches One2oneMedia

Cross MediaWorks, a portfolio company of Lee Equity Partners LLC, has formed One2oneMedia. No financial terms were disclosed. One2onemedia will provide an addressable video business for agencies and advertisers in partnership with Multichannel Video Programming Distributors.


NEW YORK–(BUSINESS WIRE)–Cross MediaWorks, a family of global media and advertising companies focused on advancing the TV marketplace, announced today it has launched one2one Media. This new company will provide a neutral and scalable addressable video business for agencies and advertisers, in partnership with Multichannel Video Programming Distributors (MVPDs). Addressable video pioneers, Michael Bologna, president, and Jamie Power, COO, will lead the new organization. The announcement was made by Nick Troiano, CEO, Cross MediaWorks.

one2one Media will provide a turnkey addressable video solution for brands and agencies. The company’s suite of managed services will include addressable video planning, implementation and campaign measurement at scale. Leveraging an integrated set of systems and technology, the one2one Media solution will drive efficiency and yield by automating workflows and providing a unified reporting approach.

“Cross MediaWorks is excited to launch this ground-breaking company focused solely on advancing the addressable video marketplace,” Troiano stated. “The addition of one2one Media, led by Michael and Jamie, to the Cross MediaWorks family strengthens our company’s promise to advance the TV and video advertising marketplace.”

The addressable video solution will extend across 70 million households in the US with inventory provided by MVPDs including Altice, AT&T, Comcast, Cox, DISH Network and Spectrum Reach. To drive further scale, one2one Media will also offer a targeted, data-driven approach to the growing over-the-top marketplace with a focus on cross-channel attribution capabilities on mobile, online and traditional TV platforms with each MVPD.

one2one Media will have the support of GroupM and MODI Media in launching the business to establish the necessary neutral, third party solution that will fuel the rapid adoption of addressable video and drive scale, in order to create marketplace efficiencies and enhance client value. In addition to MODI Media, inaugural roster clients will include Wilson and TCA (The Cross Agency).

“This is an excellent opportunity for marketers and agencies who seek a scalable, turnkey addressable video solution without the logistical burden of dealing with our current fragmented ecosystem,” Bologna stated. “one2one Media will work hand-in-hand with agencies, data partners and all addressable video media owners to create a best-in-class managed service for advertisers with unparalleled efficiency and transparent attribution.”

In 2014, Bologna and Power launched Modi Media, GroupM’s advanced television business. Modi Media was the first dedicated agency to offer brands household-level targeting on television through the application of data and dynamic ad insertion. Combined, Bologna and Power have more than 30 years of TV advertising experience. Modi Media has served more than five billion addressable video impressions across hundreds of custom segments to relevant households. Modi Media will utilize one2one Media for addressable video execution.

“Lee Equity is proud of the growing presence Cross MediaWorks has in the TV and video marketplace,” stated Barry Baker, chairman, Cross MediaWorks and senior advisor, Lee Equity. “one2one Media is yet another powerful media asset in this incredible portfolio.”

Cross MediaWorks is a member of the portfolio of companies managed by Lee Equity Partners. Barry Baker and Bob Wright are senior advisors to Lee Equity Partners and on the Board of Directors of Cross MediaWorks.

For more information about one2one Media visit:

About one2one Media
one2one Media is a highly specialized, independent entity that offers both agencies and advertisers a turnkey solution to addressable video. Through a managed service, one2one Media provides strategy, implementation, and attribution analysis to its clients, all while integrating the various, complex elements of the addressable ecosystem. The extensive experience of one2one Media coupled with its suite of propriety tools and technology capabilities allow it to provide best in class service to agencies, advertisers and MVPDs.

About Cross MediaWorks
Cross MediaWorks (CMW) is driving the advanced TV revolution. With more than 300 employees worldwide, CMW companies are advancing the next generation of cross-platform solutions with turnkey addressable video capabilities, data-driven media solutions, and superior performance-based marketing. Leveraging our incredible scale, CMW clients and partners can effectively target audiences with relevant messages, while simplifying advertising workflows across all screens. CMW companies include Cadent, one2one Media and TCA (The Cross Agency). Cross MediaWorks is a member of the portfolio of companies managed by Lee Equity Partners.

About Lee Equity Partners, LLC
Formed by Thomas H. Lee and partners in 2006, Lee Equity Partners is a New York based private equity firm that partners with successful management teams to build companies with strong growth potential. Lee Equity targets equity investments of $50 to $150 million in middle market control buyouts and growth capital financings in companies with enterprise values of $100 million to $500 million that are located primarily in the United States. With a shared vision and alignment of interests, Lee Equity offers portfolio companies an integrated strategy and operational advisory approach to optimize high potential opportunities, accelerate growth and create enduring value. The firm invests in a range of industries where the team has deep relationships developed over decades including Financial, Healthcare and Business Services, Retail and Consumer Products, Media and Specialty Industrial Distribution.