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The advertising technology space has seen plenty of mergers and acquisitions in 2014, and now one player in the space, MediaMath, is on their own acquisition spree.

MediaMath, a large demand-side platform (DSP), on Monday announced it has acquired Rare Crowds, an audience targeting firm. The announcement comes less than a month after MediaMath acquired Upcast, a social ad tech firm.

Rare Crowds’ tech will be integrated into MediaMath’s DSP, and its CEO and co-founder, Eric Picard, will join MediaMath as VP of strategic partnerships. Rare Crowds matches audiences to available ad impressions on multiple channels, including display, mobile, video and social.

“We’re especially excited to have Eric leading our efforts to extend programmatic to address the full media plan,” stated Mike Lamb, chief commercial officer of MediaMath. “We think there’s a huge opportunity for new technology to transforms media planning and buying.”

Rare Crowds’ angel investors include Peter Naylor, SVP of sales at Hulu; Rich LeFurgy Founder, IAB; Dave Smith, Founder and CEO, Mediasmith; Tom Hespos, Founder and CMO, Underscore Marketing; Nick Pahade, CEO of PopTent and others, per a release.