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January 30, 2015, Article

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Marketing Research News: MediaMath Names Dual Presidents to Lead Organisation through its Next Phase of Growth

Ari Buchalter and Michael Lamb to lead Platform and Commercial divisions of the organisation. At a pivotal time in the industry’s maturity and the company’s growth, MediaMath CEO Joe Zawadzki strengthens his bench by appointing company executives Ari Buchalter and Michael Lamb to Co-President roles.

Reporting directly to Zawadzki, Buchalter and Lamb each assume the title of President with individual purviews extending across the platform and commercial sides of the business, respectively.

“I’ve known Mike and Ari almost fifteen years, and beyond being the two smartest people I know, they are also career-long seekers of marketing truth,” said Zawadzki.  “Having both honed their skills in the media and marketing practices of McKinsey at one point in their respective careers, they have the proven ability to operationalise this in people, process, and code. It is an honour to be able to share this journey with them as we reimagine and re-engineer this discipline together with our teams, our clients, and our partners.”

MediaMath has built its TerminalOne Marketing Operating System to help marketers redefine their contribution and impact to their organisations.  The technology is unique in its ability to enable marketers to focus on the outcomes that drive their business forward, and not simply the channels or audiences that may or may not be right.

With Dr. Ari Buchalter, PhD, in the role of President, Platform, he will continue to lead the development of TerminalOne with a focus on scaling its omni-channel capabilities and interoperability with the broader ecosystem.

The Platform unit will focus on driving step-change improvements in 2015 across targeting and measurement; in media scale through integrated native buying capabilities; and with further investment in data management, decisioning, and optimisation.  Finally, there will be increased ability to consume platform capabilities modularly, creating bespoke configurations across TerminalOne components, and client-designed software and third-party apps.

“Our mission has been to build software with the intelligence to understand a marketer’s true business objectives, and to instrument a complex supply chain to be able to optimise directly for those goals,” said Dr. Buchalter.  “I’ve been incredibly proud of the organisation we’ve built over the past seven years to accomplish that, and am extremely excited about where we can take this with even more resources and more focus over the next seven.”

Under Lamb, the commercial team inclusive of both the client-demand and partner-supply sides globally, as well as all business operations across Finance, Corporate Development, Legal, and HR, will continue to accelerate expansion in both established and emerging markets; advance the unparalleled OPEN ecosystem; educate the market; and influence the adoption of a ProgrammaticFirst, goal-based, omni-channel approach to marketing.

“The discipline of marketing is undergoing a radical transformation thanks in large part to people like Joe who saw early on the opportunity to empower marketers to do more than simply apply their intuition to address business challenges,” said Lamb.  “With TerminalOne, brand marketers, direct response marketers, and loyalty marketers, all have the tools to drive performance-based marketing.  In partnership with Ari and Joe, and with the help of the truly amazing team at MediaMath, we will help these marketers take a ProgrammaticFirst approach to marketing, re-engineering their demand and supply chains to ensure that their entire marketing stack is working in concert to drive these goals.”

This year follows a 2014 that was a landmark year for MediaMath marked by growth on multiple dimensions including significant global expansion across EMEA, APAC, and LatAm markets; more than doubling of its staff to more than 600 employees across five continents; important acquisitions in the mobile, social, and data arenas; and numerous first-to-market product initiatives including: an automated guaranteed marketplace, a closed-loop attribution solution, a self-service Twitter Tailored Audiences app, and a one-of-a-kind integration with Apple’s iAd platform, among many others.

The industry has taken notice, with MediaMath earning significant recognition in 2014, including the DMR Marketer’s Choice Award for Best Display Advertising Technology, the Inc. 5000 list, the Crain’s Fast 50 list, the Deloitte Technology Fast 500, and for the second year in a row the Glassdoor Employee Choice Best Places to Work.

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