MediaMath Introduces New Series, Re-Making the Brand: People, Processes and Partnerships in the Age of Programmatic

November 5, 2018 — by MediaMath0


As programmatic increasingly enables brands to both drive outcomes and delight consumers, marketers need the right people and processes in place to maximize their technology investment. In the series “Re-Making the Brand: People, Processes and Partnerships in the Age of Programmatic” produced by MediaMath, we will speak with thought leaders in the programmatic space to see what they’ve done to drive organizational adoption and change through a heavy focus on operational excellence. In a mix of on-camera and written interviews, we will talk to brands, partners and spokespeople from MediaMath. Our first interview is with Mike Novosel, vice president, commercial, at MediaMath, who talks about how the brands he is working with are restructuring their teams and reframing their partnerships to drive programmatic prowess.

“While there is a lot of power in programmatic, I think probably the biggest lesson over the last few years is that brands have watched first-hand how important it is to really take a pause before they jump in head-first and really think about what they are trying to achieve in the process of adopting it more, and how do they work with their partners to develop the most collaborative model that ultimately will make the initiative most successful.”

Watch the interview in full below, and stay tuned for interviews with brands like Uber and FanDuel over the coming weeks.


Come Tuesday, It’s Time to Vote

October 31, 2018 — by Daniel Sepulveda0


“The right to vote is precious and almost sacred, and one of the most important blessings of our democracy.” – Congressman John Lewis

John Lewis is a Congressman and an icon of the Civil Rights movement in America.  He was beaten and jailed in the 1960s fighting to ensure that every citizen had the right to exercise his or her vote.  Many others, representing every race, religion, ethnicity and political viewpoint, have paid the highest price in war or service to the nation to protect that right.

We honor their sacrifice and further the American experiment this coming Tuesday by voting.

As Joe announced to the MediaMath team last week, we have joined a nonpartisan consortium of companies giving their employees Time to Vote.  This commitment to enabling each of us to participate in our democracy is one of the many reasons we are all proud to work here.

The elections on Tuesday are called “midterm elections” because they occur in the two years between presidential election cycles.  They tend not to elicit the same level of interest and engagement as presidential elections.  As a result, less than 40 percent of eligible voters turned out for the midterms last time.

But elections have consequences and, on Tuesday, voters will decide who governs many of our states and the makeup of our Congress.  The outcome will determine, and communicate to your fellow Americans and to the world, where it is that we stand on a number of key issues.

These are contentious times.  We are in many ways a nation divided.  Voting, choosing our leaders to represent our interests and ideas and then supporting and participating in the process by which those leaders make decisions is how we peacefully resolve our differences.

Because most of us who work at MediaMath in the United States are relatively prosperous and lucky compared to our fellow humans in other parts of the world, we may take our system for granted. But we shouldn’t.  Governing a country as large and diverse as ours is hard.  Our leaders cannot do it alone, and they need the legitimacy that comes from having had the people in their states and districts choose them to lead us.

Over the next two years, the people that we send to office on Tuesday will have to deliberate and make decisions on how we want our government to function, the role we want it to play in our personal lives and in the economy.  In an increasingly unpredictable world, they may also have to make decisions on war and peace.  These are the issues that will most concern you and your families.

As it relates to our company and industry, the coming Congress will deliberate issues that will directly impact our success.  They will examine and deliberate how to govern our digital economy, focusing on issues ranging from data privacy to competition.  Because we are a global company, we will also follow closely what Congress decides to do on immigration and trade.  There are strong candidates running in multiple races on both sides of the aisle.  We are not telling you how to vote.  We are simply asking that you go out and exercise your right to cast one.


Dan Rosenberg Talks to TechBytes on Consumer-First Marketing

October 25, 2018 — by MediaMath0


Last month, we published a report with Econsultancy called “The State of Consumer-First and Omnichannel Marketing” that surveyed more than 400 marketers from around the world on everything from AI to GDPR compliance. A big focus of the report was on how marketers are aspiring to, but falling short of delivering, true consumer-first experiences that both respect privacy and delight with coordinated, cohesive messages across channels and devices. Dan Rosenberg, our chief marketing & strategy officer, recently talked to TechBytes editor Sudipto Ghosh on our research and how marketers can make martech-adtech integration a goal for 2019.

Why did you decide to publish the report “The State of Consumer-First and Omnichannel Marketing?”

We decided to call out our consumer-first philosophy as a market theme at the start of this year as we saw the rise of adblocking, mistrust of advertising and impending GDPR legislation as symptoms that we are not delivering the best advertising experiences to consumers. We believe that consumers can love marketing again, but first we need to understand what is turning them off from the ads they see and figure out how to both respect them with the right approach to identity and data privacy and delight them with personalized experiences coordinated across channels and devices at the right frequency and sequence, accounting for their recent and past behaviors and actions. Our report, in partnership with Econsultancy, examines how global marketers are responding to this dual challenge and opportunity so we can help them identify how to rise to the occasion to put consumers first.

Why should a CMO read the report? How does it help CMOs build or buy a technology stack?

CMOs should first read the report because the respondents that took the survey are their peers — more than half are senior-level marketers from around the world. It’s a true window into how their peers are thinking about marketing best practices, media channels, identity, omnichannel and emerging opportunities such as artificial intelligence.

The report can help them plan key functions by highlighting the gaps in their current technology stack. We consistently found in the results that marketers want to do so much more but are being held back from being able to execute. For instance, the ability to dynamically segment audiences was identified by 67% of respondents as one of the top three capabilities they hope to have over the next five years when it comes to improving the advertising experience for consumers. But they are not actually prioritizing the data quality improvements or technology integration required to enable this capability — reduced data loss and latency ranked lowest in the report when it comes to the perceived benefits of integrated technology. Dynamic segmentation through an integrated platform lets you connect the right message to the right consumer more quickly and seamlessly across touchpoints. In general, any data loss, which can occur when data management is siloed from media buying, decreases the accuracy of audience segments, often resulting in consumers being shown an ad for something obviously irrelevant to them or, on the other extreme, something they already bought — one of the reasons for their frustration with advertising.

What metric should one rely on to decide on the ‘satisfaction level’ of technology for Marketing and Advertising?

Our mission is to empower marketers to delight their customers and drive real business outcomes. The metrics will be different depending on their goals, but we commit to helping marketers identify the true KPIs that will drive true outcomes such as sales.

Read the full interview here.


IAPP Opinion Piece on Lessons Learned from the GDPR and CCPA for Congress

October 22, 2018 — by Daniel Sepulveda0


This piece originally appears on the International Association of Privacy Professionals (IAPP) website. 

The United States Senate Commerce Committee, as part of a series of public hearings it is holding on privacy, heard the call for a new national data protection and privacy law from industry a few weeks ago. It heard it again more recently from privacy advocates.

The conversation now is about the shape that law should take.

To inform that goal, the Committee’s hearing with consumer advocates examined lessons learned from the EU General Data Protection Regulation and the new California Consumer Privacy Act. These laws constitute a sincere effort on the part of policymakers to empower consumers and update law for the digital age. We support that effort and welcome the conversation, hard thinking, and debate that these new laws have engendered around the world. It is a good and just cause.

Respectfully, however, we believe that building on those laws, iterating on those ideas, taking what’s good, and redesigning the rest, Congress can do better by consumers and the digital economy. New law should ensure that the consumer has a right to fair treatment and legal protection from unreasonable data practices. She should know and control who in the ecosystem gets access to her data, the volume of data they hold, and the way they use and distribute that data. Law and self-regulation should not leave consumers to their own devices in a complex marketplace for data. What the GDPR and CCPA have gotten right is the need to place the consumer at the center of the digital ecosystem. Now, we need legislators to support the Federal Trade Commission with the power and resources to enforce consumer rights in the digital age.

But both the GDPR and CCPA have in their construct either left some problematic ambiguity or built some rules on mistaken assumptions that Congress should consider and correct in the construction of new U.S. federal legislation.

The free-rider challenge

In the GDPR and CCPA, there is a central question for the providers of advertising-supported services as to what they can or should do if a consumer chooses to reject behavioral advertising. Both the GDPR and CCPA argue that a consumer opposed to interest-based advertising should suffer no penalty as a result of that decision. The outstanding question is what constitutes a penalty and whether or not the consumer should be allowed to use the service without payment.

The CCPA posits that a service provider cannot deny a service on the basis of a consent choice — but it can make up the monetization lost through some other form of compensation. Interpretation of the GDPR and the construction of Europe’s draft ePrivacy Regulation have not made the European definition of penalty clear yet.

The CCPA concept is good in the sense that it recognizes that the provision of services is not free and that service providers have a right to require some form of compensation if they cannot monetize through advertising. But by stating that the service provider can only charge in an amount equal to that of the data lost, the CCPA creates a form of rate regulation that will be tough to understand, quantify, and police. Further, unless the service is a necessary utility, the service provider should not be forced to provide services to anyone. While access to the internet may be considered a utility, necessity, or human right, it is not true that access to all the services made available over the Internet falls into that category as well.

Read the rest of the article on the IAPP website here.


Gartner Names MediaMath a Leader in the 2018 Magic Quadrant for Ad Tech

October 16, 2018 — by MediaMath0


Today, we’re thrilled to announce that MediaMath has been named a Leader in the Gartner 2018 Magic Quadrant for Ad Tech.1 This is the third evaluation of MediaMath by a major analyst firm in less than 18 months, and we’re happy to see our independent, omnichannel platform being recognized as a market leader once again. You can access the full report here. 

The Magic Quadrant is a market research report prepared by Gartner analysts that evaluates companies in different industries to provide an overview of a market and its trajectory and maturity. Providers are assessed on their ability to execute and for completeness of vision. The quadrants include “Challengers,” “Leaders,” “Niche Players” and “Visionaries.” As part of the evaluation process for a Magic Quadrant, Gartner analysts review a vendor demo, overview of capabilities and client references. For this inaugural Magic Quadrant for Ad Tech, Gartner included technologies for managing advertisements across all channels, including display, video, mobile and social, with functions for targeting, campaign design, bid-management, analysis, optimization and automation of digital advertising. 

We are the leading DSP in the “Leaders” quadrant and were recognized as an ad tech leader for our completeness of vision and ability to execute. We believe our strengths include: 

  • Clear product vision: All of the products we design and build at MediaMath encompass the principles of consumer-first, open and enterprise—the tools that empower marketers to delight customers and drive real business outcomes. We’re partnering with the best-of-breed technology companies, like IBM, Akamai and Oracle, to incorporate these principles into our entire product portfolio, all with the end goal of “making marketing everyone loves.” For instance, we are partnering to create an open, enterprise-class, pseudonymous identity solution, punctuated by our support of the IAB’s DigiTrust initiative to build shared identification infrastructure and a product development partnership with Oracle around cross-device recognition, measurement and attribution. We are also working to clean up the supply chain by applying blockchain and related technologies to solve long-standing transparency issues through our work with Underscore CLT and eliminating as much fraud as we can through our Curated Market premium media offering 
  • Investment in artificial intelligence: MediaMath’s optimization is built on our proprietary “Brain” algorithm, now in its fifth generation, and goes well beyond rules-based systems. We also invite clients to “bring your own algorithm” to plug into our buying platform. We are working with IBM Watson to bring their industry-leading AI capabilities into our tool set, enabling the extraction of predictive signals from exposure to large amounts of data, including unstructured data such as weather and sentiment. Marketers can leverage this data to make better bidding decisions, converting this data into actionable insights that can be used to tailor marketing messaging.  None of our peers offers this level of machine-learning prowess. 
  • Transparency at all levels: We provide full transparency into the media-buying process in all areas, including costs, data and tactics, and we are cross-channel, open and partner-philic in everything that we do. MediaMath has long been a leader in giving more transparency and control to clients through the evolution of our sales materials and processes, business practices and technical documentation. We did this first by being among the first movers to deliver a completely self-service offering; then by introducing tools for clients to manage their own media and data supply chain directly (e.g. private marketplaces and ability to access their own supply contracts within the platform); and, most recently, the unbundling of our platform fees through modular pricing and, on a software basis, through modular software APIs.  

We are so proud to see the work that we have put into our open, buyside-aligned platform over the past 11 years being recognized by the analyst community. We will continue to build our products and services in a way that helps marketers realize business outcomes while putting their consumers first.  

Download the Gartner 2018 Magic Quadrant for Ad Tech to learn more about: 

  • Market evaluation and analysis of the key ad tech vendors 
  • Key strengths and cautions for each vendor 
  • Customer references highlighting real-life experiences with multi-channel advertising technologies 

Download the report 

1. Gartner 2018 Magic Quadrant for Ad Tech, Andrew Frank, Lizzy Foo Kune, James Meyers and Eric Schmitt [Oct. 11, 2018] 


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


Video, Mobile and Native, Oh My! Tips for a Successful Omnichannel Holiday

October 11, 2018 — by MediaMath0


Written in collaboration with native advertising partner Sharethrough.

It’s beginning to look a bit like Christmas—at least at some stores. Not content to wait for Halloween, many retailers this year began putting up their holiday decorations before Labor Day. Christmas is closing in on summer!

The data shows they’re on to something. Some 8% of consumers begin making holiday purchases in September (and another 8% before that), according to the National Retail Federation. Even if they’re not yet purchasing, many shoppers are starting to research items in October, often browsing on their mobile devices. Keep reading to understand the top trends helping marketers capitalize on the evolving shopper journey across devices and the funnel to drive the most impact this Q4.

Mobile merry-making                

Not surprisingly, much of the spending we see in MediaMath’s platform is clustered around Black Friday and Cyber Monday, and a lot of the action is occurring on mobile devices. According to MediaMath analysis of 2017 holiday campaigns across the globe, desktop and mobile traffic both spiked during those key days, but there were more uniques on mobile. A good strategy then is to go heavy on prospecting tactics on mobile and use desktop for remarketing where consumers are doing more shopping research. November is when both researching and purchasing spike (at 33% and 36%, respectively) according to NRF, but more people research in October (25%) than in December (11%).

When it comes to the type of ads, in-feed native ads should be on every marketer’s wish list. Some 70% of people use their phones to make purchase decisions during the holidays. In-feed native ads drive 29% higher purchase intent than standard banners. One ecommerce retailer saw a 79% jump in conversions with native compared to display strategies with identical targeting.

The good thing about native is it fits anywhere in the funnel and works for brand objectives ranging from raising awareness to driving conversions. Some 39% of consumers will search a brand online if they see it in a native ad headline. Marketers can purchase native directly in MediaMath’s platform workflow leveraging inventory from partners like Sharethrough.


Video can help you capture the emotions and attention of your target shoppers early in the awareness phase. You can follow up video branding campaigns with native, display and other formats to bring consumers down the funnel. Ideally, you can seamlessly integrate video creative alongside other ad formats for your holiday campaigns, reaching your audience with multiple ad formats to build brand storytelling and eventually lead consumers down the purchase funnel.

According to the native advertising specialists at Sharethrough, a few best practices for native creative will go a long way toward improving the story that your brand tells consumers. For instance, while you might assume that shorter headlines do better in this environment, headlines need to tell a story. “Thanksgiving Recipes” gets the point across, but is too generic to prompt anyone to click. But “10 Mouth-Watering Recipes That Everyone Will Love” all but dares you not to click.

Thumbnail images should also tell a story. Don’t just show a product—present a slice-of-life moment where the product is being used. For instance, a picture of a virtual reality headset is dull, but an image of someone engaged with the device as friends look on is more engaging. Finally, on a practical level, avoid using text in images because it might get cut off. If you must place text on images, then make sure the text is centered.

Make your list (and check it twice)

Since many consumers begin thinking about their gifts in October, leverage granular targeting based on real-time browsing when possible. It’s important to reach these consumers early because CPMs spike in December, when everyone else is trying to target the same consumers. The messaging a marketer employs to reach these consumers depends on the industry. CPG brands need to reach consumers when they’re in store, while jewelry retailers might use addressable TV to reach their target consumers.

Wrapping up

This holiday season, marketers have an opportunity to use multiple touchpoints to reach consumers before they click “buy.” In addition to mobile, video and in-feed native, marketers can also employ audio and digital-out-of-home ads to influence target consumers on their list. The trick is to get started sooner than the competition when CPMs are lower and consumers are more open to messaging.


MediaMath and OpenX Talk Cleaning up the Supply Chain At Advertising Week NY

October 5, 2018 — by MediaMath0


It’s been a busy week for MediaMath and some of our clients and partners at Advertising Week New York! Our subject matter experts participated in four MediaMath sessions and three partner sessions. One of those sessions was a fireside chat with our partner OpenX on opt-in video with MediaMath GM of Media and Growth Channels Lewis Rothkopf. Lewis later sat down with OpenX Co-founder Jason Fairchild to talk on video about our strengthened commitment to policing fraudulent supply partners and what steps we are taking to ensure quality in our platform (read more in coverage by AdExchanger). Watch the interview below.


Blockchain and Adtech: First Things First

October 4, 2018 — by MediaMath0


This byline by Underscore CLT President Isaac Lidsky originally appears on MarTechSeries.

Let’s not get way out ahead of ourselves.

Yes, blockchain will solve many of digital marketing’s longstanding structural challenges. Far better, it will usher in a new wave of innovation. Publishers, marketers and their customers will benefit greatly, with more meaningful interactions that engender trust and loyalty—and produce better results at lower cost.

But first things first.

The mere availability of better technology does not yield the will to adopt better business models that leverage that technology. Quite the contrary, prominent wrinkles emerge whenever technology forces an industry to consider “better.” Better for whom? Better how? Better when? To be extreme about it: those who perpetrate fraud will resist technology that detects fraud. To be less dramatic: innovation is as much threat as it is an opportunity, and it’s often unclear initially which is which.

Here we arrive at a chicken-and-egg problem: Do we blame the internet’s legacy “pipes” for the opacity, complexity and intolerable friction in digital marketing? Or do we blame entrenched interests in the industry for failing to deliver something better?

Either way or both, ours is an industry that has tended to meet intermediation and complexity with more intermediaries and greater complexity. The result is, unsurprisingly, a mess.

Far too often, there is a disconnect between (1) value provided and (2) cost.

A disconnect because thorny, practical realities can impose economic risk or other challenges. A disconnect because pricing models can obfuscate practical realities (with good intentions or bad). A disconnect because obfuscation is an invitation to exploitation—”where there’s mystery, there’s money,” as the saying goes. A disconnect because some deliver too little, charge too much or both.

A disconnect because most ad impressions these days involve numerous companies, and as the circle widens, complexity grows exponentially, and with it the number and extent of…disconnects.

The business of digital marketing is a bizarre poker game in which some folks cheat, everyone bluffs and neither the number of players nor their identities is necessarily known to all the contestants. As advertised, it’s a mess.

Now we have blockchain to help clean up the game, but it has entered the poker room at an awkward time. We’re mid-hand, towering stacks of chips around the table, many players deeply invested in the status quo and champing for another deal.

“I’ve got a great idea,” says blockchain. “Let’s turn up the lights all the way, identify ourselves, flip over our cards and play everything straight. The chips are far more valuable if we work together—let’s divvy them up ‘fairly.’”

Because blockchain is the anointed harbinger-du-jour of transparency—in business practices, economics, functional value, etc.—the poker players are expected to celebrate the suggestion. Make the pie bigger instead of fighting for a bigger slice? Everyone must love that idea. Force out all the bad actors? You’ve gotta want it bad unless you’re one of them (and you’re not, of course). Put down your cards mid-hand and (truly) partner with your committed opponents in a new, as-yet-undefined endeavor? In the name of transparency, we demand an enthusiastic “yes!”

We’ve not been disappointed; the lip service is impeccable. From all corners of the industry, we hear the cry of “blockchain!” Now the buzziest of buzzwords, the message is clear: it’s here and it’s happening, so even if you don’t understand it, don’t believe it or don’t want it, you’d better pretend that you do. There’s a lot of pretending going on.

We know better. In actuality, the thieves lurking in the corners are wondering whether they should run away, cop to their cons, protest their innocence, cook up new hustles, work the old ones a few more times before the curtain falls or all of the above.

Many of the players simply want to keep playing the game they showed up for—or at the very least, to finish the current hand!

Those with the biggest stacks of chips aren’t too excited about redistribution, and those with dwindling stacks are similarly reluctant to let any of their chips go. And yes, bluffing is part of the game. But if you play well, you’re rarely caught doing it. It’s one thing to be suspected in general and another thing entirely to be caught red-handed deal after deal.

Blockchain will not be universally embraced anytime soon. Its adoption is an existential threat for some, a temporary crisis for others, a strategic dilemma for most and a complex reordering of business relationships for everyone. It’s this challenge—the business implications of the technology—that we now confront. We miss the forest for the trees if we see blockchain as a technology. It’s not; it’s a momentous opportunity to improve the way business is done.

  • Are you willing to change the way you do business?
  • Are you willing to carefully confront the real-world practicalities and complexities that have led to this moment—to understand how they’re accommodated today and ask how blockchain can help us do better tomorrow?
  • Are you willing to expose to your customers how you charge, for what, when and why? Are you willing to show your cards, stop playing poker and start rebuilding the industry?
  • Are your partners, vendors, clients, and competitors willing to join you?

Blockchain has already given us magical technological achievements to celebrate, and there will be many more, in our industry and others. But first things first: are you really ready to use it?


Delivering on the Promise to Re-Architect Programmatic Advertising: MediaMath and IBM Watson Marketing Announce Media Optimizer, a New Solution Connecting AdTech and MarTech and Infusing “AI Everywhere”

October 2, 2018 — by MediaMath0


A year ago, MediaMath Founder and CEO Joe Zawadzki and IBM Chief Digital Officer Bob Lord stood on stage at DMEXCO and painted a picture of the future of marketing. The vision they laid out would solve many long-standing challenges that have prevented marketers from unlocking the full potential of brand engagement, and help them deliver marketing that customers would truly love. Those hurdles ranged from poorly-constructed, 20-year-old plumbing built on technology like pixels and redirects, to clunky workflows and siloed data, which have hampered the industry’s ability to delight consumers with fully personalized advertising. On that stage, the two companies committed to join forces to reshape the advertising industry by connecting paid and owned media into a single view of the end-to-end customer journey using AI-powered marketing technology.

It was a tall order, but over the last year, IBM Watson Marketing and MediaMath have made significant progress—and we have results to share. Together we have pooled our industry insight, data science expertise and software development prowess to build competitive offerings leveraging technologies across Artificial Intelligence and Cloud Infrastructure that are already delivering tangible marketing outcomes.

For the last 11 years, MediaMath has been pioneering technology innovations to connect marketers and consumers more effectively, promoting transparency and preserving trust with measurable, meaningful experiences that are responsive to consumer needs and wants. We are proud to call IBM Watson Marketing a partner in this endeavor, and today we’re excited to provide an update on what we’ve been up to.

Coming Soon: IBM Media Optimizer

Together we combine an open platform—purpose-built for marketers and powered by Watson intelligence—with scaled, brand-safe inventory, exclusive data and industry-leading training and support. Our joint technology enables marketers to reach the audiences they want, with the right messages at optimal times, with the scale they need to achieve the business outcomes they desire. In early pilots, campaigns are experiencing, on average, over 35 percent improved performance and 70 percent increased win rates.* These are real results, enjoyed by real marketers like you. Improved consumer experiences and programmatic marketing operations. Better decisions. Competitive advantage. Bottom-line results.

A bit more about what we’re actually building (learn more during IBM Watson Marketing and MediaMath Advertising Week New York presentations throughout this week):

  • IBM Media Optimizer, Powered by MediaMath: We’ve connected the MediaMath TerminalOne platform to provide a combined DSP and DMP that works seamlessly with the Watson Marketing stack. This is a complete AdTech-plus-MarTech solution, which includes these features:
    • Intelligent Bidder: Infused with Watson intelligence, Intelligent Bidder allows marketers to prioritize an endless range of unstructured attributes, from sentiment analysis to weather patterns, to optimize campaigns.
    • Universal Behavior Exchange (UBX): UBX is the component that enables bi-directional audience and event data transfer between Watson Marketing products and MediaMath’s DSP/DMP platform, creating a unified user identity across AdTech and MarTech solutions.

And that’s just the beginning. There’s so much more to come. Visit with IBM Watson Marketing and MediaMath at Advertising Week New York where we’ll present more details around these exciting updates. Sign up for ongoing updates at Thank you for joining us on this journey.

IBM Watson Marketing and MediaMath. Imagine that.

* Source: IBM Watson Customer Engagement 2018


CBSi Adopts Omnichannel Strategy Across the Richest Media to Build Subscriber Base for All Access Service

October 1, 2018 — by MediaMath0


CBS Interactive (CBSi), a division of CBS Corporation, is the premier online content network for information and entertainment. More than 1 billion users visit CBSi’s 33 properties every quarter. With MediaMath, they increased their subscriber base by 25%.

In 2014, CBSi launched its subscription service, CBS All Access, with the goal of securing 2 million subscribers by October 2017. All Access differentiates from other streaming services by offering access to live events online, and is unique from CBS’ TV offerings through its exclusive content such as “The Good Fight,” “Star Trek: Discovery” and Will Ferrell’s “No Activity.”

To entice its consumer base to change their viewing habits and subscribe to a new service, CBSi needed to make high-impact placements on premium inventory to leave its audiences wanting to follow exclusive stories online. CBSi also sought to ramp up its online audiences across enough niche group types to support a wide range of programming and content.

CBSi began partnering with MediaMath in 2014 and chose the technology company for its omnichannel demand-side platform. Through a combination of MediaMath’s omnichannel social offering, cookieless, cross-device identity solution ConnectedID and proprietary data solution MediaMath Audiences, which uses predictive modeling to reach high-value audiences based on their demonstrated interests and behaviors, CBSi executed true omnichannel campaigns around several of the marquee shows exclusive to CBS All Access.

See how a true omnichannel campaign across five channels drove results  

Download this case study to learn how:

  • A privacy-compliant, cross-device identity graph helped accurately attribute mobile conversions
  • Facebook’s traditionally walled garden inventory purchased through an integrated, streamlined workflow allowed CBS to extend its programmatic audiences and attribution data to the social media platform
  • Digital-out-of-home impacted brand lift