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June 16, 2014 – MediaMath has become the latest technology provider to be integrated into The Exchange’s Lab‘s data management and programmatic trading hub.

In a release, The Exchange Lab CEO James Aitken said that the deal will improve the scale, flexibility and efficiency of his company’s services. “The partnership creates more efficiency by enabling agency partners to access MediaMath’s technology [as well as] partner DSPs of The Exchange Lab all under one roof – meaning one IO, one transaction and one report,” he said.

The Exchange Lab’s unique approach to media trading unifies access to multiple demand-side platforms in a single workspace. The company has deals with a large number of DSP partners, including The Trade Desk, DoubleClick Bid Manager, Adlearn Open Platform, Yahoo Ad Exchange, AppNexus and TubeMogul. On a campaign-by-campaign basis, The Exchange Lab selects a combination of trading platforms that best suit the client’s objectives.

According to Aitken, The Exchange Lab’s multiplatform approach is intended to “create competition between technology providers in order to deliver greater value to clients.” It’s a markedly different business model from that of competitors that offer all-in-one proprietary solutions, aiming to maximize efficiency.

MediaMath, a New York-based demand-side provider that raised $75 million in funding just last week, will be the latest addition to The Exchange Lab’s suite of partners. In addition to a DSP for purchasing inventory from publishers and exchanges, MediaMath provides workflow efficiency solutions for managing campaign data and creative. By media volume, its DSP one of the top 5 in Canada.

For MediaMath, the deal will help deliver “superior performance” for clients, and enable them to “plug in and utilize their own proprietary data from the get-go,” said MediaMath Managing Director, Europe, Middle East and Asia, Dave Reed. He said The Exchange Lab’s trading experts will help clients make full use of MediaMath’s automated decision-making capabilities.

The deal was announced this week at Cannes, where ad tech companies like The Exchange Lab, The Rubicon Project and Turn have been working to establish a presence, and win global advertiser clients.