mediamath

SSPs including PubMatic, Magnite and Wunderkind are moving ahead with plans to recoup revenue paid to publishers from deals conducted on MediaMath’s DSP

Get the inside baseball on MediaMath’s bankruptcy. Plus, what its demise means for the rest of ad tech.

When an ad tech company goes belly up – and its destiny is being decided by indifferent creditors – it becomes difficult for unfamiliar bankers to capture (or preserve) the value.

Bank-Erupted The private equity firm and empty LLCs schlepping MediaMath through its bankruptcy process face a new class-action suit brought by former employees over alleged labor violations. Justin Adler-Swanberg, until recently MediaMath’s director of product strategy in charge of marketplace quality and compliance, is the named plaintiff. The filing says roughly 200 MediaMath employees who […]

When MediaMath filed for bankruptcy last week, the company’s co-founder and former CEO, Joe Zawadzki, was on the outside looking in. AdExchanger spoke with Zawadzki just a few hours after the news broke.

When MediaMath filed for Chapter 11 bankruptcy protection in a Delaware district court on Friday, its debts were laid bare.

AdExchanger has learned that MediaMath, which raised $600 million since 2007 and had a peak valuation of more than $1 billion, will file for bankruptcy.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Two Become One Viant may buy MediaMath, knitting together the pair of well-known DSPs, Digiday reports. MediaMath is an OG player that sprang up back in 2007 and was once valued at $1 billion. But it’s been on the market for a long […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Audiences Worth Waiting For Criteo announced the “next phase of its integration with Shopify,” which is an update to its Shopify App Store. It’s not news that’ll set the world on fire, but Criteo maintains a drumbeat of Shopify integrations. Criteo’s Shopify merchant […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Tough Math MediaMath came to the end of its decade-long venture capital tether last year when it sold a stake to PE firm Searchlight Capital, wiping out the equity of its founders, early investors and employees. It’s a bitter outcome, reports Insider in […]

Virginia is for lovers – and privacy lawyers. Although California has attracted most of the attention as the first US state to pass and enact comprehensive data privacy legislation, other states, including Virginia, have been swiftly following suit with regulations of their own.

There are three key ways in which the industry can do a better job of selling customers on the value exchange they’ll see from sharing their data with brands, writes Scott McDonald, President and CEO of the Advertising Research Foundation.

What exactly does “premium” mean? It seems the definition varies depending on who’s using it – that “premium” is in the eye of the beholder. But there are some areas of agreement. And the industry isn’t setting the premium bar as high as you might think.

Add MediaMath to the list of Unified ID 2.0 partners. On Tuesday, MediaMath announced its integration with UID2, which is an open-source industry initiative, spearheaded by The Trade Desk, that aims to replace third-party cookies with hashed and encrypted email-based IDs.

When people decline tracking cookies or use already-cookieless browsers, such as Safari and Firefox, it can prevent brands from reaching potential customers who may be interested in seeing their ads. In an effort to tackle this addressability challenge, IBM recently ran a test campaign focused on retargeting B2B prospects across Safari and iOS in partnership with MediaMath and alternative identity provider ID5. IBM and MediaMath are longtime partners, but this test was the first time IBM worked with ID5.

Many publishers are betting big on seller-defined audiences (SDA) as a centerpiece of their post-third-party-cookie monetization plans. Problem is, although publishers are eager to test the performance of SDAs, there’s still very little demand from the buy side. AdExchanger spoke with ad agencies and buy-side tech platforms to get their side of the story.

Even if third-party cookies weren’t on Chrome’s chopping block, brands would need a strategy to navigate signal loss, says Spiceology CEO Chip Overstreet. Spiceology is working with digital identity management company Parrable and MediaMath to retarget users in environments where third-party cookies aren’t available.

The app-based phone service TextNow, which offers free calls and texting subsidized by ads, is especially vulnerable to the ongoing deprecation of mobile device IDs. So TextNow started testing alternate IDs, turning to InMobi’s UnifID and LiveRamp’s Authenticated Traffic Solution (ATS) and RampID.

With third-party cookies on the road to nowhere, data management platform Audigent has been working to develop its own cookieless identifier, which it’s calling the Hadron ID. Audigent hopes the new identifier will keep the company competitive in a world where DMPs are being supplanted by customer data platforms.

Another Cook In The Kitchen The ecommerce-focused publisher Food52 has acquired Schoolhouse, a lighting and home goods company, for $48 million, Forbes reports. The deal was funded by Food52’s private equity owner, TCG. To coincide with the deal, TCG also contributed an incremental round of funding.  The capital will be used to back Food52’s expansion […]

Gartner’s fourth annual Magic Quadrant for buy-side ad tech in a nutshell: Keep your eye on Amazon. Amazon is ascending into the stratosphere, where it’s now rubbing shoulders in the “leader” category alongside Google and The Trade Desk. Rounding out the leader quadrant you’ll find Adobe, Amobee, Adform and Mediaocean. MediaMath, Criteo, Verizon Media (ahem, […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Seriously Looking Although MediaMath has been avidly pursuing strategic options for a year, including a potential sale, it hasn’t worked out. But now the company has hired a team of bankers to get the ball rolling again while ad tech M&A and IPOs are […]

Ad tech IPOs are back in fashion as online advertising continues to surge during the ongoing COVID-19 pandemic. In the first quarter of 2021 alone, there were seven ad tech transactions valued at more than $1 billion – double the number of unicorn-level deals that went down in the past few years combined. Public companies […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Raising CAID  Procter & Gamble took part in early tests by Chinese trade groups and tech companies to bypass Apple’s upcoming privacy changes, according to The Wall Street Journal. P&G experimented with the so-called CAID (China Advertising ID), which uses unique device attributes to […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. We’ll take that as a ‘yes’ The age of email-based identifiers is nigh. But are these cookie replacements actually as transparent about consent as promised? Digiday’s Kate Kaye says mebbe not. “Because many identity technologies, including Unified ID 2.0, use email addresses and other […]

Last summer, Penguin Random House became the first advertiser to use MediaMath’s Multicultural Marketplace, which the DSP built to help brands spend their programmatic advertising dollars on multicultural publishers. One of the “Big Five” trade book publishers, Penguin Random House has seen an explosion in demand for titles written by Black, Latinx, Asian and Pacific […]

Subscribe to AdExchanger Talks on iTunes, Google Play, Spotify, Stitcher, SoundCloud or wherever you listen to podcasts. MediaMath has finished phase one of its SOURCE product – AKA “the industry’s first fully-transparent supply chain,” in the words of CEO Joe Zawadzki. To assemble SOURCE, MediaMath obtained buy-in from a large group of SSPs, publishers, brand […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Digital Wins, And So Does The Triopoly Digital is expected to account for the majority of US ad spending this year, an industry shift driven (or forced?) by the COVID-19 pandemic, according to WPP media buying unit GroupM. GroupM expects US ad spend to […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Data Do It Or Data Don’t? Smart TV manufacturer Vizio is suing MediaMath for no less than $900,000 in unpaid bills, Digiday reports. Vizio wants an audit of MediaMath’s gross revenue to figure out how much the specific sum actually is. The suit claims that MediaMath […]

It’s not the biggest surprise that Google, The Trade Desk and MediaMath were pegged as “leaders” in Gartner’s third Magic Quadrant for ad tech. Google is Google, while The Trade Desk and MediaMath have both been in the DSP space for a long time. But there are a few new entrants on the scene. Beeswax, […]