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Programmatic Buying: Accountability & Transparency in Focus

September 9, 2020 — by MediaMath

We are excited to announce our series with Beet.TV “Programmatic Buying: Accountability & Transparency in Focus,” which explores how we can build an accountable, addressable and aligned digital media supply chain to solve for the interconnection of brand-safe advertising, funding of quality publishers and consumer respect. Check out the first videos from Jeremy Steinberg, our Global Head of Ecosystem, and Tom Kershaw, CTO at our partner Magnite, below, and check back for more to come from IBM, LiveRamp, PubMatic, Tru Optik, Oracle, TRUSTX and MMA.

Data Media Technology Trends

Accountability is a Top Priority for Marketers Who Seek Greater Transparency into the Supply Chain

August 19, 2020 — by MediaMath

“There’s so much good that’s associated with programmatic in being able to make much more intelligent, real-time, data-driven decisions, but the supply chain is complicated and messy and hard to penetrate and confusing for a lot of brands and their agencies.”

Those words were spoken by Joanna O’Connell, vice president and principal analyst at Forrester, in her interview with Beet.TV on the issues around transparency and trust in our current digital media supply chain.

In July 2020, MediaMath commissioned a custom study executed by Forrester Consulting called “Confident Media Spending Requires A More Transparent And Addressable Supply Chain” which shows that of 220 advertisers surveyed, 55% cite challenges working across partner ecosystems and 48% say having less visibility into costs and fees is contributing to less transparency in the digital media supply chain today.

Watch more in the video with O’Connell below and download “Confident Media Spending Requires A More Transparent And Addressable Supply Chain” here.

PROGRAMMATIC Technology Trends

The Ad Platform: The Next Phase of Programmatic Maturity?

February 5, 2020 — by MediaMath

Global Head of Ecosystem, Jeremy Steinberg, joins Principal Analyst at eMarketer, Nicole Perrin, to discuss why accountability is still a challenge and how the supply chain can come together to create better, more mature programmatic markets.

“If you can create a rules-based environment that has a very simple principle that everybody can adopt and operate their business on what that will do is help marketers say, ‘I really like this content on this one website or app. It creates a great experience for consumers and drives great results for my brand.’ And that content owner, at the same time, will know through automated means the same information and can optimize their experiences for consumers.”

Education Media Technology Trends

How CTV is Driving Greater Accountability and Addressability in Marketing

December 16, 2019 — by MediaMath

We are in a golden age of TV content, much of which is only available in connected environments, not through traditional linear. Consumers are inherently drawn to the superior viewing experience TV offers, and publishers are following suit, running a significant amount of their impressions on connected TV platforms. This shift from linear to CTV is enhancing advertisers’ abilities to reach and engage consumers, lowering rates of general invalid traffic and leading to higher video completion rates for premium publishers. And as we’re seeing through our SOURCE by MediaMath offering, brands and agencies can use CTV to reach real people with real ads, helping embed greater accountability and addressability into the entire supply chain.

We recently sat down with Adam Lowy, Chief Commercial Officer at SOURCE by MediaMath partner, Telaria, and our own resident TV experts Mike Fisher, VP/Head of Advanced TV & Video, and Aulden Kaye, Director, Advanced TV & Video, to discuss why the time is now to use CTV to deepen marketers’ direct relationships with customers, and just how we can do it. Listen here.

Technology Video

Celebrating Two Years of Industry Recognition

December 5, 2019 — by MediaMath

Our ambitious product roadmap to create the next-generation supply chain has helped us gain recognition for our industry leadership. We are taking a robust approach to active supply chain management that continues to evolve with our recent announcement of SOURCE by MediaMath, an offering that will create a new accountable and addressable supply chain that benefits brands, agencies, content owners and consumers. Learn more about how we are changing the face of advertising for good along with our SOURCE partners (specifically Rubicon, White Ops, Oracle Data Cloud, LiveRamp and Akamai) from our CTO & CPO, Wil Schobeiri:

2019 Gartner Magic Quadrant from MediaMath on Vimeo.

Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

Gartner 2019 Magic Quadrant for Ad Tech, Andrew Frank, Lizzy Foo Kune and Eric Schmitt [Sep. 12, 2019]

OMNICHANNEL Technology

How OTT Ads Get Higher Viewability & Less Fraud

October 16, 2019 — by MediaMath

Originally posted on Beet.TV

Our Head of Advanced TV and Video, Mike Fisher, was interviewed by the folks at Beet.TV to talk about TV and how MediaMath is taking an aggressive role in redefining what the Omni-channel advertising ecosystem can do for brands and content owners through SOURCE by MediaMath.

“Compared with some of the more troubled parts of the digital advertising ecosystem, TV has always been considered cleaner.

Whilst online ad buyers, over the last few years, have wrung their hands over viewability, fraud and supply-chain transparency issues, television – if only because it has been, by definition, disconnected – has sailed on by the controversy.

Could the new connection of TV devices to the internet change that, however?

Integrated Ad Science, a maker of ad fraud detection software, says it is gearing up to launch a product for connected TVs by Q1 2020.

But Mike Fisher, the VP of advanced TV at online ad platform MediaMath, says the problem isn’t necessarily a problem… if you buy from the right places.”

Culture Events Technology

2019 Cannes Recap

August 1, 2019 — by MediaMath

MediaMath has made its 8th annual visit to the south of France for Cannes Lions 2019. We are still reminiscing about our truly inspiring week on the beach discussing the most cutting-edge advancements in the advertising industry. Relive some of those memories with us by watching our new recap video to see how we are leading the industry to an accountable and addressable media supply chain and learn more about our new strategic partnerships announced during the festival.

Data Technology Trends

Integrated DSP + DMP Approach Increases ROAS for Luxury Retailer Luisa Via Roma

January 20, 2017 — by MediaMath

Top online luxury fashion retailer Luisa Via Roma had a goal to build a transparent, global, full-funnel programmatic strategy, including branding and performance strategies.

To date, their display advertising strategy had consisted of direct buys managed on an IO basis. These campaigns were predominantly measured on CTRs, percentage of new customers and time spent on site, leading to a restricted view on performance. Although Return on Ad Spend performed well overall, the brand lacked a truly transparent solution that allowed them to learn in detail about the effectiveness of their targeting and messaging. LVR wasn’t able to develop any expectations in terms of measurable sales performance, which kept them from scaling their marketing investments.

LVR began engaging with MediaMath in Q1 2016, kicking off a full-funnel programmatic campaign including a PMP with one of the most prestigious fashion publisher houses. The brand relied heavily on MediaMath’s consulting services, which consisted of education, consolidation of the tech stack, reporting and the creation of a joint data and media strategy. Together, we developed an integrated DMP + DSP strategy that drove up to 11.7 times higher ROAS/ROI. To learn more about the full solution and results, read the case study here.

Technology Trends

Mobile Marketing Trends 2017

January 19, 2017 — by MediaMath

By the end of this year, mobile advertising will overtake desktop and make up 50.2 percent of all internet advertising according to ZenithOptimedia. In the US, mobile spend in 2018 will be larger than all other media except for TV. As we’ve discussed on our blog before, there is sometimes a disconnect between the budget marketers put towards mobile and the results they get. Some trends and emerging technology in 2017 might make it easier to get mobile strategy and execution right to drive the best outcomes. Mobile Marketer shared some of its predictions for mobile marketing in 2017 via Ritesh Bhavnani, president of Snipp Interactive.

Smartphone as the hub for your life

Our mobile devices are becoming the remote for all of our connected devices thanks to the Internet of Things (literally, as you can now use your smartphone to change your TV channels). This trend gives marketers a clear focus—keep your eye on the smartphone prize, because it will be your window into all other new and emerging devices such as smart watches.

Mobile bridges the real world

Online to offline connections will become easier with more location-based services in retail, such as beacons, AR developments such as Pokemon Go and shopper marketing that enables in-store shoppers to activate coupons sent to their phones among other things.

Many channels, many devices, one customer

Marketers are going to get better at leveraging identity to tie a user to all of the devices he or she uses (latest average is five, according to the DMA) in addition to the different loyalty programs for which they are signed up offline. Technology will continue to emerge to give marketers a unified view of their customers across all channels and devices.

Read the rest of the predictions here.

Technology Trends

Programmatic Advertising: Here is What to Expect in Italy in 2017

January 18, 2017 — by MediaMath

This article originally appeared in Italian on Programmatic Italia.

What are the programmatic market trends in Italy for 2017?

According to Giovanni Tricarico, Manager, Platform Solutions EMEA, for MediaMath, the industry this year will face two major issues: the redefinition of access to supply through automated buying advantages and increased brand awareness of programmatic.

“Since programmatic is becoming an increasingly standardized solution in every media plan and an ever-increasing portion of the budget is being moved to this buying solution, the access to available inventory is expected to become increasingly complex and competitive,” according to Tricarico.

“As has already happened in more mature markets, the Italian panorama of programmatic is becoming increasingly crowded, so we will start to see big operators redouble their efforts to ensure access to more premium and customized inventory for their customers. To accelerate this trend, we will see a greater adoption of innovative solutions proposed by the SSPs (header bidding, direct integrations, management of direct buys programmatically, etc.). So for media buyers, it will be just as imperative to assess the purchasing platforms (DSP) through their ability to support this transformational change.”

Another trend, according to Tricarico, is instead related to a growing awareness on the part of the brand of adtech advantages. “Automated purchasing gives marketers important tools in terms of attribution and targeting specific KPIs and measurement of audiences otherwise not available through standard channels. As the benefits of programmatic emerge with greater clarity, knowledge and expectations naturally evolve. The year 2017 will, therefore, represent a breakthrough in terms of Italian CMO awareness of the purchase options at their disposal in terms of programmatic media. While this growing demand in terms of transparency, expectations and standards will force the business model of the agencies in Italy to evolve, on the other hand, it will also represent a great opportunity for agencies to be able to gain a competitive advantage using specific skills, investing in internal training and offering tailored solutions.”

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