MediaMath and Waev Data Partner to Drive Scale For Seller Defined Audiences 15 Jun 2023 2:42 AM (last year)
The partnership will ensure publishers are rewarded fairly for audience data
New York: 06/15/23: MediaMath, the independent demand-side platform, today announces a new partnership with Waev Data, a web3 data technology that provides trusted, privacy-preserving data sharing and enhancement via data unions.
The partnership with Waev Data will provide MediaMath’s publisher partners with a new way to connect, enrich and monetize their data with verifiable lineage and proof-of-consent while maintaining data ownership. This integration will provide access to unique, high-value data for targeting and bring new levels of scale to first party-data standards like Seller Defined Audiences.
With the deprecation of the third-party cookie and changes in data privacy legislation, advertisers are searching for new ways to deliver targeted campaigns. Seller defined audiences (SDA), where audiences are created based on IAB Tech Lab’s Audience Taxonomy standard, using factors like demographics, interest and purchase intent, are a promising avenue. SDAs eliminate the need for cookies, but also put publishers back in control of their data. However, because SDAs are set by an individual publisher, there are challenges with scale when it comes to delivering large programmatic advertising campaigns.
Waev’s revolutionary technology enables data to be instantly anonymized and connected in a way that is free of user IDs in data outputs. By working with Waev, publishers can combine their SDAs, creating valuable synergies of scale, while maintaining control and transparency over how their data is being used, while being paid fairly for both their data and inventory. The solution also enables smaller publishers with high value data, to connect with larger publishers who find unique value in their data.
“Connecting and sharing data has historically been a problem because of black box processes or relying on third-parties” said Phil McMannis, CEO at Waev Data.. “At Waev, we’ve built new data technology that brings transparency to the black box without compromising privacy, consent or data ownership. This lets clients unlock new value via first-party data connections and leverage network effects. MediaMath has been an exceptional partner as they don’t just talk about the need to build trust and scale in data, they are driving the execution and adoption of this change.”
“This partnership is all about creating value while enforcing data sovereignty, trust and transparency” said Sylvain Le Borgne, Chief Partnership Officer at MediaMath. “As an industry it’s vital that the players who are collecting valuable data own and control the rights to it, and are rewarded for it. Advertisers are facing a huge challenge with the loss of the third-party cookie, which have been the vehicle to activate data for the past 15 years. While SDAs are a great solution for targeting, scale is a real challenge to the adoption of this technology. Waev’s solution is unique in how it helps publishers address the challenges of scale, transparency, and monetization. With this partnership MediaMath is aiming to help rebalance the relationship between consumer, advertiser, ad tech vendors and publishers so we can build a better industry moving forward”.
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DoubleVerify Launches Programmatic Pre-Bid Attention Optimization Segments To Maximize Campaign Performance. Available on MediaMath now. 4 May 2023 12:12 PM (last year)
DoubleVerify expands attention offering with new activation segments, providing brands with an accredited end-to-end approach to performance measurement and campaign optimization.
New York, NY (XX, 2023) – DoubleVerify (“DV”) (NYSE: DV), a leading software platform for digital media measurement, data and analytics, announced today the expansion of its performance solutions to include pre-bid attention optimization segments – enabling brands and agencies to maximize campaign performance at scale by identifying inventory characterized by high attention.
“As the demand for alternate performance currencies heats up, attention-based measurement is becoming increasingly essential to advertisers seeking to drive better outcomes,” said Mark Zagorski, CEO of DoubleVerify. “Now, DV is driving to close the performance loop by introducing programmatic pre-bid segments that enable brands to focus on media correlated with delivering stronger campaign metrics. . We have already seen exceptional results, proving that our attention metrics have the power to drive meaningful business outcomes. With this release, DV Authentic Attention® is the only MRC-accredited attention solution spanning programmatic activation through measurement.”
DV’s Universal Attention Segments are powered by best-in-class machine learning and data from DV Authentic Attention®, the company’s flagship Attention solution. DV’s Universal Attention Segments are easy to activate, updated daily, and leverage all of DV’s attention data globally to help brands avoid low-attention placements and improve performance by optimizing toward high-attention inventory.
“Our new solution highlights our capacity to provide brands with an end-to-end approach to attention-based campaign performance,” said Daniel Slotwiner, SVP of Attention, DoubleVerify. “Our performance solutions now establish a continuous feedback loop between attention activation, measurement and optimization – ultimately enhancing campaign performance and business outcomes.”
Last month, DV appointed Slotwiner to oversee the company’s comprehensive attention initiatives, including product innovation, strategy, commercialization, and industry research and insights. Previously, Slotwiner led ad effectiveness research at Facebook for ten years, worked on competitive research at Google, and was VP of Measurement at GoPuff, focused on activating data for retail media.
DV’s new attention segments are available to all advertisers and are accessible across leading demand-side platforms, including Amobee, MediaMath, Invest DSP, and Zeta Global. Other DSPs will follow, including Adobe Advertising, Quantcast and Viant.
“DV’s attention solution analyzes over 50 data points on the exposure of a digital ad and consumer’s engagement with a digital ad,” said Terence Freeman, Senior Director Partnerships, MediaMath. “To now bring that data into the media-buying environment is a game changer, enabling our advertisers to better optimize campaigns and ensure they’re only buying top-performing media.”
“DoubleVerify’s pre-bid attention segments strengthen our platform’s holistic offering around attention, as it emerges as a key metric across the media ecosystem,” said Karim Rayes, Chief Product Officer, Tremor International and the parent company of Amobee. “This new offering will allow our clients to identify top-performing inventory and optimize performance through an easy and automated process.”
In the upcoming months, DV will launch Dynamic Attention Segments exclusive to its customers. In addition to attention insights, these segments will leverage each brand’s existing media quality settings and specific performance data, allowing for customized optimizations based on the advertiser’s unique profile. This will contribute to even greater improvements in campaign performance.
DV Authentic AttentionⓇ is an MRC-accredited and privacy-friendly measurement solution that does not rely on cookies. DV Authentic Attention analyzes over 50 data points at the impression level on the exposure of a digital ad and consumer’s engagement with a digital ad and device, in real-time. For exposure, DV evaluates an ad’s entire presentation, quantifying its intensity and prominence through metrics that include viewable time, share of the screen, video presentation, audibility, and more. For engagement, DV analyzes key user-initiated events that occur while the ad creative is exposed, including user touches, screen orientation, video playback, and audio control interactions. Exposure and Engagement ladder up into the DV Attention Index, an overarching measure of attention that provides key insight into campaign performance.
For more information about DoubleVerify, contact Sales@DoubleVerify.com.
About DoubleVerify
DoubleVerify is the leading independent provider of marketing measurement software, data and analytics that authenticates the quality and effectiveness of digital media for the world’s largest brands and media platforms. DV provides media transparency and accountability to deliver the highest level of impression quality for maximum advertising performance. Since 2008, DV has helped hundreds of Fortune 500 companies gain the most from their media spend by delivering best in class solutions across the digital ecosystem, helping to build a better industry. Learn more at www.doubleverify.com
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Sonobi Builds Industry-First Partnership with Captify and MediaMath for Programmatic CTV Advertising 2 May 2023 5:58 AM (last year)
Shared initiative will deliver comprehensive CTV solutions from a trifecta of trusted programmatic partners
Sonobi revealed a new programmatic advertising partnership with Captify and MediaMath to offer brands a path to launch or scale their CTV advertising efforts.
CTV, or connected television, is one of the fastest-growing opportunities for advertisers. However, there’s a major challenge: How can a brand be sure its targeted users are actually the ones watching? Programmatic CTV advertising has struggled to deliver targeted audiences, creating an environment with too little transparency and too much risk.
Industry leaders Sonobi, MediaMath, and Captify are teaming up to create a unique opportunity to connect brands with the users they want to target through connected television devices. By combining the expertise of all three trusted programmatic advertising partners, brands can expect a higher level of engagement, a better experience for the user, and more efficient ad spending with quality inventory and enhanced targeting.
“Through our partnership, we’re creating a more curated marketplace that will allow you to scale effectively,” Sonobi CEO Michael Connelly said.
Sonobi will primarily handle the supply side of the equation by leveraging a network of more than 50 CTV publishers as well as robust first-party data from proprietary push notification technology. Push notifications use a tracker that converts the user into a GO ID to create a numerical profile, and it’s this profile, combined with the high-quality search intent data from Captify and the demand from MediaMath, that makes this curated marketplace possible for CTV advertising.
The GO ID is the next evolution in understanding and targeting audience segments. But what if a user has five different profiles across the digital ecosystem? That’s where identity pairing, which matches first-party data with GO IDs. By working together, Sonobi, MediaMath, and Captify can illuminate the segments brands are looking for with greater success than cookies alone could provide.
Captify’s search intelligence platform enables the industry’s only real-time intent audiences for CTV. “Extending Captify’s technology into CTV with Sonobi and MediaMath has enabled marketers to achieve a new level of performance for their CTV campaigns. Coupled with our robust and proprietary insights packages, we are excited to power this solution for MediaMath’s thousands of advertisers,” Captify’s SVP of Business and Corporate Development Matthew Papa said.
“MediaMath’s clients are looking for easier ways to reach high intent audiences through CTV” said Jared Lansky, SVP Partnerships at MediaMath. “By bringing Sonobi and Captify into our Curated Markets offering, we are able to offer a turnkey solution that delivers those audiences in just one click”.
About Sonobi
Sonobi is an independent, consumer-focused technology company that provides a fair and equitable media marketplace to connect advertisers directly with individuals. Sonobi’s JetStream technology is transforming the business of traditional impression-based advertising to individual-based advertising. By unifying comScore’s top 250 premium media properties and fortune 500 advertisers, Sonobi’s JetStream platform enables publishers and marketers to directly collaborate in order to create and deliver superior addressable communication plans for the people who matter most — consumers.
About Captify
Captify is the leading Search Intelligence Platform for the open web and the largest independent holder of first-party search data outside of google, connecting the real-time searches from over 2 billion devices globally. Its Search Intelligence technology powers omnichannel programmatic advertising and real-time insights for the world’s biggest brands, such as Disney, Unilever, eBay, Mercedes-Benz, Microsoft, Nestlé, GSK, Uber, Mars, P&G, Sony, and Toyota—without reliance on third-party cookies. Captify brings brands more customers, publishers greater yield, and consumers the most relevant digital experiences.
About MediaMath
MediaMath is the leading technology pioneer on a mission to make advertising better. We deliver outstanding results through powerful ad tech, partnership and a curiosity for what’s next. We help more than 3,500 advertisers solve complex marketing problems so they can deepen their customer relationships across screens and around the world.
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MediaMath announces two new VP Business Development hires in EMEA 27 Apr 2023 5:01 AM (last year)
New additions to the Business Development team will further position MediaMath as a market leader in EMEA and continue driving regional growth
LONDON, 27/04/2023 – MediaMath, a leading independent demand-side platform, announces two new VP Business Development appointments, Carole Dubourg, VP Business Development Southern Europe, based in Paris and Ben Phillips, VP Business Development, based in London.
Based in MediaMath’s London office, Ben will bring direct agency and brand experience to MediaMath’s senior leadership team. With extensive experience working across the advertising ecosystem, including 6 years as Global Head of Mobile at MediaCom, he brings with him the tools to build and direct a motivated, high performing team of consultative experts to get the most out of campaigns, platform features and functionalities. As a steward of Ethical Advertising best practice, Privacy and Sustainability, Phillips represents a combination of forward thinking with practical execution.
On joining MediaMath, Ben says “I relish the opportunity to develop real world solutions alongside my new MediaMath team and the world’s top advertisers by adapting, innovating and leveraging technology to achieve incredible results and to help MediaMath clients and partners collaborate effectively to get the most out of campaigns, platform features and functionalities.”
“Ben’s track-record in driving sales and strategy over the past 18 years is impressive. The current times are challenging for agencies and advertisers facing market dynamics and macro-economic uncertainties. Ben is an exceptional strategic thinker and operational leader and will focus on supporting agencies and brands utilizing MediaMath’s demand side platform to create competitive advantages and stay ahead of the market. We’re excited to welcome Ben into the team.” says Viktor Zawadzki, GM, EMEA & APAC.
Looking after Southern Europe, Carole will be leading the charge to accelerate growth across the region. With more than 25 years of AdTech, digital and media expertise in various senior leadership positions at companies such as DoubleVerify, Telaria, Sizmek and Yahoo!, Carole has a proven record of success in leading and developing business, managing organizations and driving change. Carole previously served as Regional VP of Southern Europe at DoubleVerify.
“I am excited to join a company with such unique proposition to help clients achieve their challenges” says Carole. “I am passionate about the digital revolution, the new connected consumer era and how technology and data can impact brand’s media strategies and power the digital ecosystem. I look forward to leveraging my deep expertise in programmatic and digital to help accelerate MediaMath’s growth across Southern Europe where the company continues to be at the forefront of innovation.”
On Carole joining MediaMath, Viktor Zawadzki, GM EMEA & APAC says “We are excited to welcome Carole to the team. Her knowledge and expertise, alongside her ability to combine strategic thinking with tactical execution and proven record leading and developing businesses make her an invaluable asset to the MediaMath team. Carole will be a driving force in continuing MediaMath’s growth across Southern Europe and helping clients achieve their goals.”
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MediaMath Research: To Ensure Consumer Trust, Brands Must Prioritize Transparency, Privacy and Personalization 14 Mar 2023 5:24 AM (2 years ago)
Research finds consumers are willing to provide first-party data to trusted brands for a more effective ad experience
New York, 03/14/23 – MediaMath, the leading independent demand-side platform, has announced findings from its second-annual Consumer Privacy Survey, revealing consumers have 10% less trust in brands than they did one year ago. Data shows that brands have an opportunity to maintain trust by improving transparency and prioritizing data privacy.
In light of economic headwinds and declining consumer spending, the consumer-brand trust dynamic is more important than ever. MediaMath’s data finds nearly half of consumers surveyed are interested in sharing first-party data for a more effective and personalized experience.
“Brands have a critical responsibility to their consumers to provide transparency as they shift to a first-party data ad targeting strategy,” said Fiona Campbell-Webster, chief privacy officer at MediaMath. “First-party data is vital for ad targeting moving forward, and brands must maintain trust to ensure consumers are comfortable sharing their preferences. The relationship is a two-way street: consumers deserve both transparency and the best ad experiences from brands.”
Impact of consumer privacy on brand trust
Data from the 2023 Consumer Privacy Survey highlights a drop in consumer trust compared to the 2022 survey. But, the data shows that brands can improve trust via factors such as improving transparency and providing audience targeting disclosures. It also found that misuse of personal data negatively impacts brand trust.
Key findings:
- 74% of consumers are more likely to trust brands that prioritize using personal information with a privacy-safe approach. This is a 10% decrease from 2022’s Consumer Privacy Survey.
- 59% of consumers said their trust in a brand would increase if there was a disclosure regarding how the recipient of the ad was determined.
- 65% of consumers ranked ‘misuse of personal data’ as the top reason they would lose trust in a brand.
Consumer understanding of analytics and measurement
Additional findings illustrate that nearly half of consumers are interested in providing brands access to analytics and measurement, knowing that it will provide them with a more effective, targeted experience. Data also shows a third of consumers are unaware that targeted advertising provides analytics and measurement when they don’t opt out.
Key findings:
- 48% of consumers would provide brands access to analytics and measurement if they knew its purpose is to inform advertisers to show less ineffective ads.
- 51% of consumers would provide brands access to analytics and measurement if it meant they were only shown the same ad a limited number of times.
- 33% of consumers are unaware that targeted advertising provides analytics and measurement when they don’t opt out (e.g., measuring when you are and aren’t interested in engaging with a specific brand).
- 65% of consumers have been unsure as to why they received a certain advertisement (i.e., the product is not relevant to their interests).
“One year ago, our data showed consumers lacked a complete understanding of third-party cookies, and today, there is still a misunderstanding of how their first-party data is being used. However, our data shows that consumers are interested in the benefits that targeted advertising would provide, including avoiding over-frequency and receiving ads with clear relevance to their interests,” said Campbell-Webster. “Education is important to ensure customers understand how their first-party data is used to refine and improve their interactions with brands.”
These findings are based upon data collected from a consumer survey capturing one thousand respondents ranging from ages 18 to 65+ across the United States. For more information, please visit mediamath.com.
About MediaMath
MediaMath is the leading technology pioneer on a mission to make advertising better. We deliver outstanding results through powerful ad tech, partnership and a curiosity for what’s next. We help more than 3,500 advertisers solve complex marketing problems so they can deepen their customer relationships across screens and around the world.
Media Contact: Lauren Bigland, lbigland@mediamath.com
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MediaMath Achieves TAG Platinum Status from Trustworthy Accountability Group 2 Mar 2023 5:30 AM (2 years ago)
The independent DSP joins select group of companies to hold TAG Platinum status by achieving all three of TAG’s seals
New York: DATE MediaMath, a leading independent DSP, has announced today that it has been awarded TAG Platinum status by the Trustworthy and Accountability Group (TAG) for achieving all three of TAG’s certifications for setting industry best practices around malware, fraud and brand safety.
TAG is a global certification program designed to fight against criminal activity and protect brand safety in the digital advertising industry. TAG advances its mission by connecting industry leaders, analyzing threats, and sharing best practices worldwide.
TAG Platinum members make up only 23 of TAG’s 700+ participating companies and must hold all of TAG’s seals. MediaMath is a long-standing member of TAG, and it was named a TAG Trust Champion in 2022 for its ongoing, proactive involvement in combatting fraud in the advertising supply chain. It has now become a Platinum member after receiving TAG’s Certified Against Fraud, Certified Against Malware, and Brand Safety Certified Seals. The TAG certifications demonstrate that MediaMath’s platform and supply chain have undergone a rigorous validation process to ensure best practices are implemented at every step.
TAG CEO Mike Zaneis, “We’re delighted to recognize MediaMath for achieving TAG Platinum status. By undergoing the rigorous application and review process needed to receive all of TAG’s seals, MediaMath has proven its commitment to protecting the digital advertising supply chain from the threats of fraud, malware, and brand unsafe placements.”
“The importance of initiatives like TAG to enhance the programmatic industry and promote trustworthy players cannot be overstated” said Sylvain Le Borgne, Chief Partnerships Officer and Head of Data and Analytics at MediaMath. “We make a commitment to our clients to be at the forefront of the fight against fraud and malware, and to deliver the very best in brand safety. We’re delighted to have been awarded Platinum status by TAG and will continue working closely with the organization to improve the digital advertising ecosystem”.
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MediaMath Joins Ad Net Zero 7 Feb 2023 6:00 AM (2 years ago)
MediaMath joins ANA, 4A’s and IAB to tackle digital advertising’s contribution to climate change
New York: February 7, 2023: MediaMath has joined Ad Net Zero USA, which has been launched today by The ANA, the 4A’s and the IAB. Joined by 42 organizations, representing 40% of the world’s ad spend, Ad Net Zero USA’s mission is for immediate, collective industry action to decarbonise digital advertising operations and increase the promotion of sustainable products, services, and behaviours.
The focus for the USA chapter will be widespread education to encourage action across the digital advertising eco-system, including a continued recruitment drive for more organizations to join the USA chapter. One of its first commitments is to deliver a US-market specific version of the Ad Net Zero Training, an online training course which is designed to help all advertising and marketing services professionals understand the actions they can take to help tackle climate change. Members will also engage in working groups focused on tools and practices that drive carbon reduction related to one of Ad Net Zero’s the five point action plan, including working groups focused on production and media. The Ad Net Zero USA team are planning workshops for supporter organisations on areas including ad production (via AdGreen), event production (via events specialists, isla) as well as introductory sessions to Ad Net Zero.
Sylvain Le Borgne, MediaMath’s Chief Partnerships Officer said “MediaMath is proud to be joining Ad Net Zero USA. As the inventor of programmatic advertising, MediaMath takes the impact of digital advertising on our planet seriously. Our industry must play its part in controlling global carbon emissions and making sure that we are acting in a responsible way when it comes to both our products and our business practices”.
John Osborn, Ad Net Zero USA Director, said: “The time is now to unify the advertising industry to solve one of the toughest challenges facing our industry and the world. The advertising industry has proven time and again the power of collective creative thinking and innovation which are essential in reducing carbon emissions across the entire advertising ecosystem.”
Full Line Up
Members of Ad Net Zero USA Include: Arc Worldwide, Assembly, Audacy, BBDO, Cedara, DAS, DDB, Duration Media, FCB, Good-Loop, Group M, Havas Health & You, Havas Lynx, Havas Media Group, Havas Sport and Entertainment, Hogarth, Indeed, Leo Burnett, McCann, IPG Mediabrands, MediaMath, MobileFuse, MullenLowe, Ogilvy, OMG, OpenX, Quantcast, Red Havas Group, R/GA, Saatchi & Saatchi, Scope3, SeenThis, ShareThrough, Spark Foundry, Starcom Worldwide, TBWA, Viant, Vox Media, Volta Charging, VMLY&R and Wunderman Thompson.
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MediaMath Announces Two New Executive Team Hires 1 Feb 2023 4:23 AM (2 years ago)
New additions to leadership team will drive product offerings and company operations
NEW YORK, 02/01/2023 – MediaMath, a leading independent demand-side platform, announces two new executive appointments , Manny Puentes as its Chief Technology Officer, and Christine Napoli as Chief Financial Officer.
“I am excited to welcome Christine and Manny to our leadership team here at MediaMath,” says Neil Nguyen, CEO at MediaMath. “Both Christine and Manny bring deep domain expertise within the media and digital advertising industry, and will be fundamental to driving MediaMath’s next stage of growth and innovation”.
As Chief Technology Officer, Puentes will provide the technical vision and strategy for MediaMath’s roadmap, foster technical relations for key client partnerships, elevate MediaMath’s technological offerings, and position the company as a world-class technology organization. With more than 25 years of experience in digital advertising and software, Puentes is a seasoned executive. He has led Engineering and Product teams to build several enterprise-scaled platforms for digital media trading by leveraging specialties in real-time bidding, data pipeline architecture, natural language processing, and machine learning. Puentes previously served as the Chief Technology Officer at several acquired advertising start-ups including most recently as the CEO and Founder of Rebel AI.
“I’m excited to be joining MediaMath as Chief Technology Officer,” says Puentes. “MediaMath has been at the forefront of innovation for digital advertising since the inception of programmatic advertising. I am looking forward to building upon the world class technology platform and bringing innovative solutions to market for our clients.”
As Chief Financial Officer, Napoli will be responsible for bolstering company growth, development, and profitability, and leading global financial teams in delivering operational excellence across the organization. Napoli is a veteran of NBCUniversal with over two decades of operational and financial leadership experiences across multiple business units including Sales, Broadcast Operations and News. Prior to joining MediaMath, she was CFO of Peacock and a key member of the management team that launched the service. She started her career at Price Waterhouse as an auditor in financial services.
“I’m thrilled to be joining MediaMath as their new CFO. Joining the company at this stage of business is very exciting,” says Napoli. “MediaMath has a great opportunity to continue to cement itself as a leader and pioneer within the ad-tech industry, as well as grow through new opportunities. I look forward to working with Neil and the rest of the leadership team in this next stage of development.”
About MediaMath
MediaMath is the leading technology pioneer on a mission to make advertising better. We deliver outstanding results through powerful ad tech, partnership and a curiosity for what’s next. We help more than 3,500 advertisers solve complex marketing problems so they can deepen their customer relationships across screens and around the world.
Media Contact: For more information contact mediamath@pancomm.com
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MediaMath Launches Custom Curated Markets 15 Nov 2022 4:00 AM (2 years ago)
Advertisers can now achieve goals by using customized inventory sourced using their historical data
New York – November 15, 2022 – MediaMath, the leading independent demand-side platform, has announced Custom Curated Markets, building on the success of its Curated Markets offering, enabling MediaMath to precisely tailor highly effective, customized inventory marketplaces for its clients in as little as two hours. One test for a large, U.S. retail client showed a 68 percent increase in ROI across a six-month period, outperforming all other inventory sources by 21 percent.
New Custom Curated Markets
Custom Curated Markets allows brands to have their own marketplace created based on their historical data, campaign goals, brand characteristics and channel mix. The ability to rapidly set up Custom Curated Markets within hours alleviates the need to negotiate, launch and optimize individual deal ids – a process that could take weeks.
“Custom Curated Markets are particularly relevant for brands with specialized requirements who also wish to achieve a specific goal, for example an alcohol brand which also wants to achieve high viewability” said Jared Lansky, SVP Partnerships at MediaMath. “We’re delighted MediaMath is the only DSP to offer this level of customization, performance and service to its clients.”
Working with Audigent, the leading data activation, curation and identity platform, MediaMath has created a Custom Curated Market known as the Conditions Marketplace used by Butler/Till for its pharmaceutical brand clients. Leveraging Audigent’s data, this Curated Market contains inventory which reaches users who are most likely to engage with a pharmaceutical brand’s advertising.
“Our goal with the Conditions Marketplace was to deliver the quality of more traditional buys or contextual PMP’s with premium publisher partners in a more scaled, efficient way, and so far, we have been able to deliver on that,” said Scott Ensign, Chief Strategy Officer at Butler/Till. “We’ve seen our cost to reach highly qualified audiences come in at less than a third of the cost of a comparable PMP by leveraging the unique benefits of the Conditions Marketplace.”
Building On Curated Markets Success
Curated Markets ‘group’ inventory into marketplaces designed to achieve a specific campaign goal, run on a specific channel (CTV, Native, In-Game), or meet specific criteria. For example, the Viewable Marketplace only contains inventory that delivers a high viewability score, while the Performance Marketplace contains inventory that delivers a high ROI.
Curated Markets have proven incredibly popular among advertisers. While they contain only 2% of MediaMath’s inventory, 30% of platform ad spend is run within Curated Markets. They remove the time-consuming process of setting up deal IDs or PMPs, allow advertisers to access preferred rates, and deliver better performance. They also allow brands within regulated industries to access inventory which is verified as appropriate to carry their advertising.
“Curated marketplaces combine leading edge SPO and deep strategic insights to deliver bespoke, scaled offerings. As a leading curation partner within the ecosystem, Audigent is in a unique position to power the optimization of these curated marketplaces, leveraging unique data assets with media in order to drive better performance, more scale and all in a privacy safe and seamless manner.” Greg Williams, President, Audigent.
“We are constantly focused on adapting to advertiser and consumer needs, and we know today’s consumer demands a relevant experience. MediaMath has played a role in helping us deliver that.” Digilant Chief Revenue Officer, Todd Heger said. “Curated Markets has made it easy for our trading teams to set up effective campaigns, making it possible for us to ensure better performance through ad placements across highly relevant premium publishers to find the very best prospects for our clients.”
About MediaMath
MediaMath is the leading technology pioneer on a mission to make advertising better. We deliver outstanding results through powerful ad tech, partnership and a curiosity for what’s next. We help more than 3,500 advertisers solve complex marketing problems so they can deepen their customer relationships across screens and around the world.
Media Contact: Lauren Bigland, lbigland@mediamath.com
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MediaMath welcomes Shane Hanby as their new VP Client Success / Country Manager, Australia 19 Oct 2022 2:00 PM (2 years ago)
MediaMath, the leading global independent demand-side platform, announces the appointment of Shane Hanby as VP Client Success / Country Manager, Australia.
Shane joins MediaMath from Sitecore where he served as Director, Business Development APJ. He will be responsible for delivering high quality partnership to existing clients and growing the business across the region.
With more than 15 years’ experience, specialising in AdTech, MarTech, SaaS and Sales Leadership at companies such as Sitecore, ROKU (formerly DataXu) and GumGum, Shane has a history of forming long-term strategic partnerships, building successful teams, transforming business units to achieve key objectives and maximising growth potential. He completed an MBA with the Australian Institute of Business in 2018.
Shane is extremely passionate about ad tech, emerging technologies, digital transformation, building diverse and collaborative teams and mentorship. On joining MediaMath, Shane said:
“I’m thrilled to join the first DSP in market and a business that continues to be at the forefront of innovation. Their market leading identity solutions, built with interoperability at its core is a prime example of this.
Empowering agencies and advertisers to create a competitive advantage for media buying by utilising MediaMath’s futureproofed platform will be a key focus.”
General Manager EMEA and APAC, Viktor Zawadski said “MediaMath has a great history and presence in the Australian AdTech space, and we are delighted to have Shane join us and head up the region as we move forward into this next chapter”
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