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ARTICLE

Post It, Tweet It, Like It – MediaMath’s Social Media Advertising Platform Acquisition

October 16, 2014 — by Josh Wallin

Social advertising isn’t #trending; it’s around to stay. In fact, the opportunity for social advertising through programmatic only continues to grow. According to eMarketer, 2014 has been the year that marketers focus on social to master the art of engaging with consumers. Social has not only become the channel where people interact with brands, but it’s increasingly become the channel where people actively share their brand sentiment with others. In response to this, marketers have increased their focus on social media, particularly in the area of social network advertising. MediaMath, realizing this increased opportunity for marketers, has announced its acquisition of Upcast Social, a Facebook Preferred Marketing Developer (PMD) and Twitter Marketing Platform Partner headquartered in London, UK.

After reviewing dozens of companies, MediaMath chose Upcast due to its robust and flexible technology, best-in-class product, global presence, and its strong team with a proven track record. Coupled with TerminalOne’s existing social capabilities across the Facebook Exchange and Twitter Tailored Audiences, Upcast opens up even greater opportunities with access to Facebook and the Twitter social advertising environment. These include access to Facebook and Twitter native data for targeting and analytics, access to a wider variety of native ad formats, including mobile and video, the ability to leverage powerful features like Facebook Custom Audiences, and more.

Upcast brings a wide range of features for social advertisers to manage engagement, direct response, and mobile campaigns. Built for agencies and advertisers, Upcast offers both operational efficiency and increases in performance along with social advertising expertise. In addition, advertisers can gain further insights from social campaigns by streamlining testing and optimisation, in order to maximize ROI. The addition of this global best-in-class social media platform reinforces MediaMath’s mission to help clients seeking to engage their target audiences across all addressable media channels throughout a fragmented media landscape.

To learn more on what MediaMath’s acquisition of Upcast means marketers, please click here.