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October 12, 2009, Article

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Leading Ad Exchange Innovator MediaMath Splits Platform and Services Offerings into Two Centers of Excellence

Digital media experts hire industry veteran Tony Katsur, formerly of Travel Ad Network, Heavy Inc., and DoubleClick, to lead Platform unit

New York, NY, October 12, 2009 ― MediaMath, the leading digital media buying platform, today announced a separation of its business into the Managed Service and Platform divisions. In response to an unmet need in the advertising industry, MediaMath is now offering agency clients software-as-a-service access to its best-in-class technology so they can execute their own trading strategies, as well as an independent managed services option for agencies that prefer a full-service approach

“We’ve had the advantage of being the first media buying platform, the largest algorithmic buyer of real-time biddable inventory, and a leader in the integration of both supply and data,” said Joe Zawadzki, CEO of MediaMath. “However, as our agency clients have evolved, they have demanded direct access to our platform as well as advanced strategic support and training for more complex campaigns. Tempered by two years of development, millions in monthly spend, and billions of daily impressions passing through our system, we are ready to support this need with two distinct sales, technical service, and development organizations.”

To lead MediaMath’s Platform unit and continue to provide agency clients with the most scaled media buying platform in the industry, the company also announces that it has hired industry veteran Anthony Katsur as General Manager, Platform.

Katsur is a long-time leader in New York’s technology community. Before joining MediaMath, he was Chief Technology Officer at Travel Ad Network where he managed all development and operations of the ad serving infrastructure, including a re-architecture of the technology platform. Previously, he served as Chief Operating Officer to both Heavy Inc. and Panther Express Corp. Katsur’s extensive technology and engineering experience is rooted in seven years at DoubleClick, where he managed all levels of the engineering division, created and managed its real-time ad serving infrastructure, and directed the software development process for enterprise software applications. He brings a depth of domain expertise, relationships and senior technical and operational leadership to the MediaMath Platform unit.

“Having lived this migration twice before, I’m excited to do it again,” says Tony Katsur, “MediaMath has had the most advanced engineering and quant resources pointed at the platform problem for over two years. They’ve started solving real-life business problems for agency clients with technology underpinning their service offering, but now is the right time to dedicate separate resources to each side of the business so that clients can choose the solution that is the best fit for them, with a great degree of control and influence over platform development. I’m looking forward to leading the Platform team, continuing the build out of a world-class organization, and furthering our commitment to provide the best platform in the industry.”

MediaMath’s TerminalOne® buying platform provides advertising agencies with the technology and back office services to trade effectively across leading display advertising sources. It includes a common interface and workflow, data management layer that integrates marketer and third-party data, PhD-designed algorithms and bid optimization, and deep relationships with over a dozen major sources of quality supply, including Yahoo! RightMedia, Google’s DoubleClick Ad Exchange, Microsoft AdECN, Facebook and others.

ABOUT MEDIAMATH

MediaMath’s automated buying platform provides advertising agencies with access to tens of billions of impressions daily, and a simple workflow that manages the powerful analytics and rich data necessary to make best use of them. Headquartered in New York, the company was founded in 2007 by a team of seasoned entrepreneurs, marketers, technologists, and quants. For more information, visit www.mediamath.com.

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