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The Fruits Of Akamai
MediaMath formally launched Adroit Digital (see it) on Tuesday, using the technology and the team it acquired from Akamai’s ad business, known as Advertising Decisioning Solutions (ADS). It’s also using part of the name of Adroit, the Boston-based dynamic creative optimization company it acquired in 2010. The new business unit positions itself as providing access to the same data co-op that Akamai’s ADS was built on, with more than 300 companies contributing. Read the release and MediaPost. MediaMath’s managed services business is evolving too, as MediaMath CEO Joe Zawadzki told AdExchanger recently, “We're not providing managed services at MediaMath. When we bought ADS, the division from Akamai, we took the rest of the trading services team, the managed services team, and merged that with the ADS team, and that has become Adroit. They're another separate entity."
Also bubbling: MediaMath’s exclusive license of Akamai’s pixel-free tech and access to the data co-op may not last forever, as Akamai could want to cash in and open it up to other platforms that wish to retarget co-op data. A MediaMath spokesperson offered this correction of our previous statement: "Akamai has no control whatsoever over the co-op. The data co-op belongs solely to Adroit Digital, and a company has to become an Adroit Digital customer in order to participate in it or benefit from its data."