FOR IMMEDIATE RELEASE
Strategic Purchase Raises Bar for Enterprise-Class Digital Media Buying Platform
NEW YORK, NY - April 15, 2010 ― Aimed at delivering optimal performance to the display ecosystem, enterprise-class digital media buying platform MediaMath, has acquired dynamic creative provider Adroit Interactive. The partnership combines under one roof the key components of successful banner advertising – media, data and creative – to drive improved campaign results to advertisers and agencies.
Adroit’s technology customizes display ads in real time from multiple creative elements and can adjust details of banners on the fly based on factors like geographic location, publisher Web site and an ad’s past performance.
“The deployment of Adroit’s technology has resulted in literally an order of magnitude improvement for several of our agencies’ clients,” said Joe Zawadzki, MediaMath’s CEO. “At the same time, agencies continue to struggle to integrate technology and workflow from multiple disparate vendors. By bringing the key elements of the new marketing stack together, our platform lets agencies focus attention on strategy by automating execution.”
Adroit’s CEO, industry veteran Greg Smith, will continue to run the day-to- day business and brings to the equation extensive interactive advertising experience from roles as director of product management and general manager of Boomerang at DoubleClick, vice president of e-commerce at Cendant TravelLink and founder and CEO of EchoTarget – which was acquired by Acxiom in 2007.
Smith added, “Google’s acquisition of Teracent was a clear signal that the market was maturing past point solutions. We partnered with MediaMath to deliver on our shared vision of an enterprise-class marketing platform.”
MediaMath’s acquisition of Adroit will enable the industry leader to better modify, deploy, test and optimize online creative in real time and across entire campaigns. While MediaMath will be able to provide a turnkey solution for advertisers by leveraging Adroit’s technology, its TerminalOne platform will continue to support other dynamic creative solutions from providers like PointRoll, Tumri, Teracent and Dapper.
MediaMath’s automated buying and dynamic reporting platform provides advertising agencies with access to billions of daily impressions, and the data and powerful analytics necessary to make best use of them. Headquartered in New York, the company was founded in 2007 by a seasoned team of entrepreneurs, marketers, technologists and quants. Investors include Safeguard Scientifics, Inc. (NYSE: SFE), QED Investors, SJF Ventures and European Founders Fund. For more information visit http://www.mediamath.com/.
Adroit Interactive improves campaign performance by allowing advertisers or publishers to dynamically change live display ads in real time without having to redesign, rebuild or retraffic existing ads. Adroit’s platform can serve messages based on geotargeting, behavioral targeting, demographic variables and data from RSS feeds or external databases. Adroit’s technology also includes multivariate testing capabilities that help to determine the effectiveness of individual ad components, including messaging and images.
###
CONTACTS:
MediaMath
Michael Berkowitz
mberkowitz@nullmediamath.com
(646) 840-4274
Copyright © 2010 MediaMath, Inc. | Home Results Technology Management Press Room Contact Careers Privacy Policy
