Last week, MediaMath was honored with four awards at the IAB Annual Leadership Meeting in Phoenix, Arizona. The recognition focused on our work across sales, identity, the GDPR and education—diverse areas of our business in which we are committed to making an impact not just at MediaMath, but in the industry as a whole. We wanted to share a bit about what we’re doing in each of these areas, and our plans to bolster our commitment throughout 2019.
MediaMath received an Overall Sales Excellence Award for a Small-to-Medium Sales Organization for “exceptional client service, digital advertising expertise and innovation in digital advertising sales.” IAB and Advertising Perceptions surveyed over 500 marketing leaders to nominate and vote on the winners.
MediaMath is committed in 2019 to continuing to use an enterprise-grade, consultative approach to help both brands and agencies use media, data and machine learning in a way that enables transformation at considerable scale. We believe we have both the tech and the talent to back this up. In the 2018 Gartner Magic Quadrant for Ad Tech, we were the leading DSP in the “Leaders” quadrant and were recognized for our completeness of vision and ability to execute. Advertiser Perceptions survey respondents also ranked MediaMath #1 in consultative approach to client relationship and solution design and gave us the highest net promoter score (NPS) out of 22 DSPs. Clients like CBSi are seeing the value of our multichannel media execution while others like REA are using our combined DMP+DSP to more seamlessly manage and activate audiences in media.
Our Director, Mobile Product Strategy, Floriana Nicastro received a Service Excellence Award for helping IAB establish a common framework for “5 Questions to Evaluate Your Identity Partners.” Floriana is passionate about solving measurement and identity challenges for mobile, pointing to accuracy vs. scale, walled gardens and a lack of multi-touch attribution as obstacles to quantifying true mobile ROI.
MediaMath has several initiatives we’re working on to ensure marketers can both accurately and scalably solve for identity and pull customer understanding into the center for activation across marketing. Our cross-device graph ConnectedID is pseudonymous, proprietary, deterministic-first (with option for probabilistic expansion) and global. Data is exportable down to the log level and can be used in other DMPs, DSPs and platforms so that marketers control their understanding of their customers and can activate it in whichever way they see fit. We are also a member of the DigiTrust ID consortium, which supports an open, neutral ID that will make the Internet experience better for consumers by supporting privacy, reducing page load time, increasing the relevance of marketing messages and enabling the diverse ecosystem of publishers and online platforms upon which they rely.
Charlie Simon, Director, Data Policy and Governance, received an IAB Tech Lab Service Excellence Award for his work in the GDPR Commit Group. The GDPR Commit Group, under the auspices of IAB Tech Lab, contributes to and maintains the code bases, technical specifications and implementation resources, underpinning the IAB Europe Transparency & Consent Framework (TCF) of which MediaMath is a founding member. Charlie has helped develop and champion the TCF to ensure the industry provides Internet users with greater transparency and control over how personal data is collected. TCF-based transparency and consent-based technologies are baked into DMP, DSP, identity and other core MediaMath products.
Charlie, with the assistance of Alice Lincoln, VP, Data Privacy and Governance, and John Slocum, VP, DMP, led MediaMath’s preparation for the GDPR, leveraging the expertise of the company’s Legal, Product and Engineering teams. Simultaneously, Charlie worked with industry groups and their members to assess and design solutions for the GDPR’s many requirements. That work continues as standards like the TCF and OpenRTB evolve, new laws like the California Consumer Privacy Act are enacted and Internet users’ concerns about data use grow.
MediaMath’s New Marketing Institute, led by Elise James-Decruise, VP, Global Learning & Development, Education, just celebrated its seventh birthday, and what a gift to have received one of the first-ever Education Excellence Awards from IAB. A client and employee education team that offers trainings and certification accessible in person, virtually and via a self-paced online portal, NMI courses cover topics across the programmatic and digital marketing industry and our DSP and DMP, from campaign management to best practices. A past recipient of both the Brandon Hall and Chief Learning Officer Learning in Practice awards, NMI has trained and certified over 19,000 people since inception.
NMI has undertaken a few new initiatives over the last year. The team created a learner-centered environment called NMI Learn that gives clients access to resources 24/7. NMI has also had recent training success with its Bid Masters program, a gamified approach to teaching digital and programmatic that has been rolled out in Asia. It is also looking to further develop curriculum, programs and partnerships to speed up the harvesting of the native marketing tech talent in countries like Mexico.