Amid a raft of mergers and acquisitions in advertising, media and related technology, being independent and objective while delivering scale have their advantages. A case in point is MediaMath, the 11-year-old company whose demand-side platform is used by advertisers and agencies.
Last July, MediaMath raised $225 million from Searchlight Capital Partners, bringing its total funding at that point to more than $500 million, as The Wall Street Journal reports. In addition to independence, objectivity and scale, the trend toward more media—particularly video—being transacted on programmatically all bode well for MediaMath, says Searchlight Partner Darren Glatt.
Within technology, media and telecom, “What we see is a really interesting confluence of events where each of those three very large sectors are converging in vary many ways,” Glatt says in this Beet.TV interview at the recent MediaMath All Fronts event in Manhattan.
“What we see tectonic shifts happening in these industries where we’re seeing increasingly, brands and agencies for that matter thinking through how to make their purchase of media more effective.”
As programmatic transactions for advertising inventory continue to grow, there needs to be an underlying level of software and technology to enable the more efficient purchase of media, according to Glatt. “We thought that MediaMath was one of the leading players, one of the really few leading global DSP’s of scale that’s positioned very well to offer an independent solution to both agencies and to advertisers.”
As opposed to walled gardens equipped with their own tech stacks and, in some cases, a vested interest “of selling and buying their own media on behalf of clients,” MediaMath doesn’t own its own media properties “and is very objective in terms of the results it tries to deliver to its clients,” Glatt says.
Both advertisers and publishers acknowledge that “there’s too much volume to be traded in an analogue fashion.”
This video was recorded at the MediaMath Connect All Fronts industry conference in Manhattan. The series is sponsored by MediaMath. For more videos please visit this page.