MediaMath General Manager, EMEA Erich Wasserman in ExchangeWire
Erich Wasserman Discusses The MediaMath Open Solution, Getting Access To Quality Supply And MediaMath In Europe
Published: March 12, 2012
Erich Wasserman is Co-Founder & GM EMEA at MediaMath. Here he discusses the MediaMath proposition in Europe, the new “Open” solution, the “private marketplace” and the Rest Of the World expansion plans.
For those unaware of MediaMath – and I’m sure there are very few – can you give an overview of the MediaMath offering in Europe?
We have strived to change that: MediaMath’s TerminalOne DSP is built and optimised for buyers and their needs; our team consists of company founders who built the first agency trading desks and incubated the DSP market. MediaMath takes this market very seriously. Our approach has led to a great deal of technology adoption here and in Europe, particularly in France and Holland, and increasingly in the major markets such as Germany.
You have just launched MediaMath Open. Could you tell us about it?
Our mandate is to provide an interoperable platform for digital commerce, and Open minimises complexity and maximises business impact.
Do you think there is a lot of confusion here around Demand Side Platforms? It feels like everyone is trying to brand itself as a trading platform. Even venerable digital consultancies are undertaking reports around the phenomenon. How would you define a ‘DSP’?
Our message remains simple: the DSP is an operating system built to optimise control over and business impact of digital advertising. Whether it’s reach to valuable audiences or pushing product off the shelves, there is always a metric to which marketers seek to optimise. The DSP should provide these functionalities at a great degree of scale.
RTB media is great place to start from a media perspective; however, we feel the DSP mandate is far broader and needs to respect first the ways in which buyers and sellers conduct commerce, and then to innovate and provide more efficient means of doing so through technology. Thus our Open product will continue to support multiple (and emerging) media formats and digital channels such as video, mobile, rich media, social, IPTV and digital outdoor. If the media has an IP address, then the DSP should address it while unifying metrics and enabling quick-to-market strategies.
Now, our DSP definition notwithstanding, buyers should be wary of offerings whose focus is conflicted: a technology that professes to maximise ROI for advertisers while also maximising ROI for the publishers from whom those advertisers buy excels at neither.
As the exchange eco-system evolves, supply becomes even more important. Can you give some insight on the MediaMath ‘Private Marketplace’ offering?
There are over 15 billion impressions available daily across the European exchange eco-system. How is MediaMath working with advertisers and agencies to manage campaigns across this vast availability of inventory? And how does retargeting figure in?
With this liquidity comes the responsibility to enable clients to extract real, measurable value through technology.
This can mean enabling clients to push and activate valuable data across their media. For example, a consumer who bought a brand’s “Product X” is likely interested in a slew of that advertiser’s other products, and the creative can be tailored dynamically to upsell or cross-sell based on each consumer’s unique situation… at the right price for the advertiser. For us, enabling strategies like these means providing data management tools that work seamlessly with media liquidity; this is one way we enable clients to only buy media that’s impactful to their business.
Related to this, retargeting is indeed a hot topic: many approaches distinctly separate retargeting from prospecting and thus miss out on a great opportunity to grow business. Properly deployed, the value of retargeting should extend well beyond the immediate efficiencies of this limited yet valuable pool of users. Yes, you want to maximise reach to this pool of hand-raisers, but business is best grown by using smart technology to learn from this pool and then target the rest of the market within a single system.
Here again, our responsibility is to provide powerful buying algorithms that leverage available data to increase reach and sales. Assumed here, by the way, is 100% transparency regarding how the system relies on particular data and media strategies to produce results. Marketers then maximise the purchase of media that’s working for their goals while understanding exactly how those goals are achieved.
What are your plans for international expansion?
On the business side, we continue our aggressive expansion into the major media markets in Europe. Our oldest client in Europe is in Paris and we’ve established a great book of business in France. We’ll also be aggressively expanding into the German market – watch for news on that score shortly.
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