MediaMath Reborn

In the US, ad tech platform Infillion has relaunched MediaMath, the DSP and data management firm whose assets it acquired out of bankruptcy last summer.

Infillion offers an advanced media buying platform, alongside measurement solutions using first-party location and zero-party survey data. The firm was formed in 2022, and grew out of the purchase of Disney's video ad tech unit TrueX by location-based targeting specialist Gimbal in 2020. It also operates ad tech products NeXt and InStadium, and martech solutions Analytiks.ai and Phonic.ai.

MediaMath, which had expanded around the globe over a decade with acquisitions and openings, filed for Chapter 11 bankruptcy in a Delaware district court last summer, with 300 redundancies resulting and more than $100m owed to creditors. Infillion acquired its assets two months later at an auction for the bargain price of $22m, and immediately made it plain that it saw a bright future for the brand and its technology.

From this week MediaMath is available for advertisers within Infillion's end-to-end platform, with its modular, API-first solution, its Audiences and ConnectID products integrated with Infillion's products including TrueX, NeXt and InStadium. Powered by 'The Brain', MediaMath's proprietary AI performance model, the platform automatically allocates budgets to the 'best performing' strategies and channels, and gives transparency as to media costs and traffic. For campaign impact assessment, Infillion provides full-funnel measurement and attribution, including insights into overall brand impact through UpLift real-time survey feedback, and in-store and online consumer behavior through Arrival.

Rob Emrich (pictured), founder and CEO of Infillion, comments: 'Today, we are sharing the results of our work to relaunch MediaMath, illuminating the path to a world in which marketers aren't constrained by one-size-fits-all approaches that force them to sacrifice performance for awareness, or vice versa... With the combination of our products into a comprehensive solution, we're not just open for business - we're rewriting the rules of what a modern day DSP looks like'.

Web site: www.infillion.com/media/mediamath .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.