Shine On! How 2019 IAB Data Rising Star Danielle Dzbanek is Defining the Reporting Behind SOURCE by MediaMath

October 11, 2019 — by MediaMath0


As we are putting a stake in the ground to create a 100% accountable and addressable media supply chain through SOURCE, we are proud that the industry is taking notice of the people who are making this initiative come to life. The IAB Data Center of Excellence has shone a dazzling light on one of our own. Danielle Dzbanek was recognized as a 2019 IAB Data Rising Star! She joins a number of data-fanatics recognized for their spectacular work and profound impact on the digital media industry in 2019.

As Director, Analytics, Danielle manages a team whose mission is to empower MediaMath clients by providing accessibility to and transparency into data through custom reporting, visualizations, and advanced analytics that lead to actionable insights that drive revenue. She is also involved in everything from pre-sales through to onboarding, from consulting to reporting and analytics. As part of our SOURCE by MediaMath launch, Danielle and her team are behind the insights reporting and defining how to test SOURCE campaigns.

“When we talk about the need for both tech and talent to clean up the supply chain and help brands reach the height of their business goals, we are talking about talent like Danielle,” said Eric Tutlys, VP, Global Head of Analytics. “She is curious, hardworking and does things without being asked. Part of her innovative brilliance has come from taking on things that are technically outside the scope of her role.”

Danielle is a 2014 graduate of our Marketing Engineer Program that combines extensive professional development, formal industry deep-dives and hands-on experience across roles to ensure that every participant has the demeanor of a leader, knowledge of the most fundamental to the most cutting-edge topics in digital media and, finally, skills necessary to tackle any role, be it trader, analyst, sales or others. After six months spent learning the ins and outs of the industry, MediaMath and its platform, Danielle was given the role of Data Analyst. She then went through a series of almost annual promotions to become a director managing a five-person team.

Danielle has made substantial contributions to the team since joining in January of 2015. Taking the lead on the bulk of revenue captured in North America, Danielle has touched nearly every client on our top 30 list. Danielle is continuously seeking how to streamline client processes, fill critical product gaps and craft an appropriate narrative while solving for our clients’ most critical business needs.

Danielle has been a cross-functional champion, working across Product, Sales, Account, PSO and Solution Engineering, and a truly masterful multi-tasker. Her balance across the team, our clients (new and existing) and our product is remarkable. Through the balance of fire drill response and proactivity, she brings a vibrant, honest approach to getting things done.

As she has evolved in her role, Danielle has almost single-handedly carried MediaMath Reporting into the future. She has been at the very front lines of ensuring that MediaMath’s product-based reporting not only as a means of delivery but also that the products themselves are operating as best they can.

We are proud that the IAB has recognized Danielle as a shining talent in our industry. Learn more about the IAB Data Rockstars 2019 Award.


This Forrester Wave™ Misses the Wave: Integrated DMPs Stand Alone

June 13, 2019 — by John Slocum0


The Forrester Wave™ series is a guide for buyers considering their purchasing options for a variety of technologies. The 2017 Forrester Wave™ for Data Management Platforms (DMP) evaluated global DMP vendors against their current offering, which included data ingestion, sync prioritization and syndication, data classification and data analysis, and MediaMath’s DMP placed in the top-right corner of Forrester’s rankings, designated as a “leader.” However, this year Forrester changed its DMP screening criteria reportedly to focus on “standalone DMPs” only and thereby offer an “apples to apples comparison of standalone DMPs.” Unfortunately, this is an incomplete assessment of relevant solutions in the space and underserves clients with an incomplete focus.

A “standalone” device is any mechanism or system that can perform its function without the need of another device, computer or connection. In data management for digital marketing, this approach runs counter to what clients are seeking and to the overall industry trend. It is not in the best interest of clients looking for the best solution to manage their data.

The Benefits of a Unified Approach

There’s no longer a need for marketers to use disparate point solutions for each of their channels, preventing a unified view of marketing investments, audiences or insights. There’s no longer a need to rely on walled gardens that don’t share data or cover complete customer journeys. We see consumers on more channels and devices than ever before, and that trend is not slowing. To help marketers embrace this digital proliferation, we have integrated technology that can manage, segment and activate audiences in media across all channels at their disposal.

Having a DMP and DSP under the same roof is now the industry standard and will ensure 100 percent of your audience is actionable and addressable in media. Using this approach to improve data consistency, marketers can define, analyze, optimize and activate granular audiences in real-time to fuel more intelligent bids based on past purchase behavior. This is only attained through a unified, omnichannel solution that offers the greatest reach, response rates and measurement across all channels; that increases working media budget with higher quality, transparent supply; that increases performance with automated optimization; and that delivers real-time, exposure and event-driven media personalization with always-on trigger campaigns across all screens. We have found our own integrated solution drives 30% more productivity for our clients, an example of higher ROI with lower levels of effort. Our DMP clients typically see far greater performance with an integrated approach. Luxury fashion brand Luisa Via Roma saw campaigns leveraging our integrated segmentation engine produce a ROAS/ROI measuring as much as 11.7 times higher than legacy solutions.

An integrated DMP and DSP bridges data management and media activation, offering the right programmatic buying strategy that leads to campaign scale and performance. It is unfortunate that the guidance in this year’s Wave™ report does not offer a complete assessment of data management solutions and does not serve the best interests of marketers. While some organizations feel that reports focused solely on standalone DMPs might be telling the whole story, the fact remains—a true measure of success is an integrated, omnichannel approach to advertising.


Identity Illuminated

May 28, 2019 — by MediaMath0


Identity. Everyone from the government to your granny is talking about it. And with the constant evolution and shifting landscapes that come hand in hand with the topics of data privacy regulation, consumer privacy and identity, we at the New Marketing Institute wanted to better understand the subject, why it matters, what the industry is doing about and what the future might look like.

We had the opportunity to get some airtime with MediaMath’s John Slocum, VP of DMP, and IAB Tech Lab’s Jordan Mitchell, SVP of Membership and Operations, to discuss the topics at hand. John and Jordan focus on the value of an open and neutral ID not only to the ad tech ecosystem, but also to consumers looking for a better Internet experience.

Take a listen to our podcast “Identity Illuminated”—it’s the ninth episode in our Programmatic Untangled series. In this episode, we take it back to the post-cookie fallout, examining how we got here and what the identity landscape looks like now. We put the lens on walled gardens vs. open ID and what that means for identity and the consumer. We get different perspectives from the buy and sell sides on this topic. We wrap up by reviewing the DigiTrust approach and the benefits that we all want to see for the consumer. Click on the image below to listen!

As Director, Industry Content & Training, at MediaMath, Debbie has a passion for education and learning. Debbie spearheads the industry content roadmap for NMI and curates net new content to help others understand what can sometimes be a confusing landscape. In her spare time, she is raising three small digital natives who often influence the content she drives.

Cassie Albee is a Sr. Manager of Product Marketing working closely with the Product team to launch audience, data and identity products that are integrated into every part of MediaMath’s technology stack. She focuses primarily on positioning and communicating the value of these products and how they make the marketer’s and agency’s job easier. Cassie lives in New York City, but originally hails from Massachusetts. As such, she is a die-hard Patriots fan, despite the heckling she receives on a daily basis.


For More Comprehensive Customer Identity, Marketers Need a CRM + DMP

May 21, 2019 — by Laura Carrier0


This byline originally appears on MarTech Advisor. 

Not too long ago, salespeople organized their contacts in a Rolodex, a rotating spindle with index cards listing relevant information like addresses, phone numbers and maybe a personal detail or two.

In sales, the Rolodex gave way to the spreadsheet, and eventually to more complex and robust customer relations management (CRM) systems. Current CRM systems show not only every email interaction between a company and a contact, but also customer service records, marketing preferences, loyalty program details and specifics on historical sales, sometimes up to 10 years old.

But CRM has its limits. To establish a more comprehensive customer identity, marketers need to use a CRM solution in conjunction with a DMP. And where do customer data platforms (CDP) fit in?

The difference between CRM, DMP and CDP

The distinctions between anonymouspseudonymous and personally identifiable identities have led to the rise of disparate solutions for the personally identifiable and pseudonymous worlds. In an ideal marketing world, there would be a single solution that handles all customer data, but regulatory and legal limitations, as well as the historical evolution of solutions for the personally identifiable information (PII) and pseudonymous worlds, have restricted capabilities around connecting this data in one solution.

Identity resolution links together different identifiers about customers that have been collected and stored in both online and offline channels, systems and data sources in order to create one master identifier. Within the master identifier are details on transactional and non-transactional behaviors, context such as location and profiles.

The basic differences in terms of data solutions for identity resolution have to do with distinctions between what can be done with PII, for which CRMs and CDPs solve, and what can be done with pseudonymous information, for which DMP solutions are used.

CRM systems, which originated to solve for traditional marketing and sales technology needs (i.e. direct mail and email), focus on the personally identifiable world. Many people confuse CRMs thinking that they are only solving for the offline world, but that is not true. CRMs house both online and offline sales AND online and offline marketing information—website sales, store sales, email contact history and response and direct mail. Others think CRMs only house first-party data. While CRMs do predominantly house first-party data, they often include second-party and third-party data.

The most important distinguishing factor is that CRMs and CDPs focus on PII data while DMPs live in the pseudonymous world and do not house PII Other key differences between CRMs and CDPs vs. DMPs are:

  • CRMs and DMPs are able to house first-, second- and third-party data, although DMPs primarily house third-party data.
  • CRM and CDP solutions generally have minimal limits on data persistence (the data can live there for years), while DMP data is limited to months.
  • CRM and CDP data are broader and deeper than DMP data.

Though CRM and CDP both house PII data, they play different roles in marketing operations. CRM solutions are mature and have been around for decades, whereas CDPs are still in an infancy stage. This leads to common differences in terms of maturity. A congealed, agreed-upon definition of what a CRM is and isn’t vs. the definition of what a CDP is varies between CDP companies.

The promise of a CDP is the collection, unification and access to a personally identifiable view of an individual customer. Beyond that, both how the solution works and the additional features and benefits it offers vary widely, from onboarding and prediction capabilities, to marketing activation partnerships. Because of the immaturity of the CDP solution set, most are not yet advanced enough to handle complex use cases. Many, if not all, CDPs are still in the definition stage, with products and features that have not yet reached maturity.

The good news is that the data marketers are now able to compile using these solutions is truly game-changing for the industry. If CDPs continue to mature in terms of both features and applications, digital marketing will change dramatically with enhanced connection of martech and adtech worlds. Marketers will be able to create consistent experiences for every consumer that reflect customer engagement across all channels and touchpoints.


How Retailers Can Stay Ahead of Data Privacy Regulation to Maintain and Build Client Value

May 10, 2019 — by MediaMath0


Almost a year after the GDPR came into effect, digital privacy remains a hot topic, especially as individual states pursue their own laws like the California Consumer Privacy Act. It remains to be seen if other states will follow suit or if Congress will ever pass a single federal law by which advertisers can abide. Our VP, Government Relations, Danny Sepulveda was invited back to the “Future Commerce” podcast recently to talk about data and everything that comes along with it. Danny chats with host Brian Lange about everything from the data troves governed by walled gardens to how we can ensure consumers continue to have stronger ownership over how their data is used. “Make recognition a commodity,” Danny says. “The ability to have not a known person, but a known consumer, available to the entire marketplace would de-gate the gating power that the [major platforms] have right now. Then the question becomes: What attributes and what characteristics can you use for the purposes of marketing so that you aren’t collecting more than is necessary or correct…That would create a competition above the recognition layer that would drive innovation and drive investment and do some really, really cool things…” Danny and Brian also had some specific recommendations for retailers navigating data-privacy legislation, including:

  • Retailers can get ahead of this data overload by collecting their own data for customers so that they don’t have to get it from someplace else down the road. Make it an opt-in process. Have users create accounts with you instead of relying on others to provide that information. “You’re gonna be in a much better position when laws like this come to bear,” Brian says.
  • Danny says in the short term, retailers need to be really focused on building first-party relationships and maintaining relationships with clients and continuing to provide value. “Creating them, managing them, retaining them, delivering service to people in a way that they know that you are a trusted entity and that they can continue to come back to you and trust you with the information that they give you.”
  • In the long term, Danny says, “All companies, but retailers specifically, really need to have a specific digital strategy, and they need to have specific talent in-house that is knowledgeable to the same degree as the vendors they use for digital services. They don’t have to do it all themselves…but they need to have somebody in-house who knows as much about the technology as the technology people they depend on outside of house.”

Listen to the full podcast below.


5 Steps to Improving Multicultural Marketing Campaigns

April 23, 2019 — by Daniel Sepulveda0


This byline originally appeared on Chief Marketer.

Consumers’ needs and wants are often ephemeral, and borderless transactions are continually evolving and thriving, which makes it essential for marketers to consider the multicultural dimensions of their campaigns.

Techniques like programmatic marketing enable marketers to quickly personalize advertising for audiences, helping to build trust, relevancy and meaningful connections. Of course, a crucial part of this is considering the needs and interests of the communities you want to connect with, and making sure your communications are inclusive and positive.

Here are five key tips to consider.

      1. Know what your customers want

Before developing creative assets and marketing messaging, it’s key to know the features, functions and benefits that are most important to your target audience. Don’t rely on instinct. Leverage your existing market research or invest in some to analyze which product attributes are most and least important in driving product choice for the people and communities you want to reach. To understand these differences, marketers should explore running a conjoint analysis to determine how features, functions and benefits are prioritized at a cultural level. Depending on your level of statistical experience, there are many guides available online, from academic through to more general.

      2. Properly allocate budget

By performing marketing segmentation analyses, marketers can determine how to split their campaign budget wisely. For example, in knowing what your audience wants, marketers can then take things a step further to run a cluster analysis, which is a statistical approach that groups people together based on distinct similarities. For instance, the variables of culture, city and per-capita income could be introduced to project the revenue opportunity, thus guiding budget. Based on the cluster, a brand may see that City A weights higher on cultural groups 1, 2 and 3; these have a typical per capita of $X. Clustering doesn’t necessarily require statistical programming, as it can be run from Microsoft Excel, and is a good option for brands that are not able to run advanced analytics such as marketing mix modeling.

      3. Use contextual targeting

Contextual targeting aligns brand messaging with ad and consumer experiences, and is a great campaign set-up tactic. For example, by marrying target language with keywords and interest topics, as well as competitor terms, you can maximize the chances of reaching someone, with relevance, who is exhibiting high intent to interact with, or purchase from, the brand.

     4. Consider behavioral nuances as part of set-up

Consider how behaviors differ across cultures. Suppose that you want to reach cultural audiences across Europe. Consider how “pay days” differ country to country. Some locations pay salaries weekly, some bi-weekly (or fortnightly) and others, monthly. As a result, you should consider your campaign’s pacing, potentially increasing spend around salary days. In the same way, lifestyle is something else to consider as a factor when setting up your day-parting rules for marketing across cultures. Research shows that “wake-up time” is typically the same but “go-to-sleep time” differs, with countries in Asia typically going to bed later.

When thinking about reaching cultures in your local market, consider how they share information in their communities and how they will share and experience your brand. Be mindful of topics that are important to these cultures. Pew Research is a great resource” As with reaching cultures across borders, pacing and day parting also play into this space, in addition to ensuring that the right creative imagery and messaging are used. Don’t simply use the same creative, opting to change only the text. This won’t resonate, and it will seem transparent.

   5. Optimize budget based on log data

Check browser language data by exploring user logs and event logs. Where, for example, a multicultural campaign is in two languages (say, Spanish and English) and the data shows that 80% of traffic is using a Spanish browser language setting, re-calibrate the budget to meet the skew. Drive people to the Spanish creative and, therefore, the Spanish landing page. Also use this opportunity to evaluate if you need additional creative.


An Open, Inclusive and Neutral Foundation for Identity vs. a Proprietary Commercial Consortium Foundation: Part 2

April 17, 2019 — by John Slocum0


MediaMath’s John Slocum recently penned a column for AdExchanger’s Data-Driven Thinking on why proprietary universal identity efforts will hurt, not help, the marketing ecosystem. Below, he shares more in-depth insights on how MediaMath is providing the alternative via an open, inclusive, neutral approach to identity. Read the first part of the series here

A neutral, open-standard, commodity ID is best for everyone

MediaMath is working with DigiTrust to support transacting on the DigiTrust ID. The reasons we joined still hold true. The non-profit, IAB-managed, neutral, common ID is the right choice on which to build our Open Identity offering, where the differentiation is higher in the stack. The commoditization in the DigiTrust ID layer is part of what makes our identity offering open, extensible and portable. We want the base ID to be a commodity—one that everyone can recognize and share to obviate hundreds of third-party tracking tags and numerous performance and privacy-challenging vectors, all while respecting consumers.

Call to Action

  • Publishers who want a neutral, independent persistent and lossless identity should deploy DigiTrust JavaScript to start writing DigiTrust IDs today.
  • Platforms should support the DigiTrust ID and transact on it with MediaMath in the RTB extension.
  • Advertisers who find the promise of a lossless, open and persistent identifier across all vendor platforms compelling should encourage their vendors to join DigiTrust.

MediaMath is co-chairing the DigiTrust ID Working Group and currently measuring ROI in a formal lift study with IAB DigiTrust members. Interested parties should join the DigiTrust Working Group.

Who/what is DigiTrust: a service from IAB Tech Lab?

DigiTrust is a neutral, non-profit, industry-wide collaboration of ad-tech platforms and premium publishers utilizing a standardized user token to improve the consumer online experience. DigiTrust was acquired by IAB Tech Lab in April 2018, and now operates as a service from IAB Tech Lab. The DigiTrust service and technology solution creates a randomly-generated user token, which is propagated by and between its members in lieu of billions of proprietary pixels and trackers on webpages daily.

What problem(s) does DigiTrust seek to solve?

DigiTrust seeks to dramatically reduce the number of third-party requests that take place on webpages and which slow down the consumer online experience.

Why does this problem exist?

Thousands of companies work in collaboration today to deliver consumers personalized digital content and advertising over the Web, across many different devices. Each of these companies assigns its own proprietary, cookie-based user token, which its partners can’t read. That means that to work together in real-time, each company must maintain elaborate systems and processes to synchronize the different tokens used by each of its partners, for each consumer, on each web browser, in every connected device. The conventional process to update those systems and synchronize tokens with each other is called “pixel syncing” (or “cookie syncing”), and this process—because it’s so widely deployed across so many companies—can result in more than 100 third-party requests on a given webpage. This slows down the Web experience publishers offer their consumer audiences and is costly for third-party companies to maintain.

How does DigiTrust solve this problem?

The DigiTrust service creates a pseudonymous user token and stores it within a conventional cookie that may be read and propagated by DigiTrust members. With a standardized token provided to and used by all parties, pixel syncs are rendered obsolete. Hundreds of billions of unnecessary daily third-party pixel sync requests will eventually be removed from webpages—improving the Web experience for consumers—while publishers and their partners continue to be able to work together to deliver consumers rich, personalized content and advertising.


An Open, Inclusive and Neutral Foundation for Identity vs. a Proprietary Commercial Consortium Foundation: Part 1

April 8, 2019 — by John Slocum0


MediaMath’s John Slocum recently penned a column for AdExchanger’s Data-Driven Thinking on why proprietary universal identity efforts will hurt, not help, the marketing ecosystem. Below, he shares more in-depth insights on how MediaMath is providing the alternative via an open, inclusive, neutral approach to identity.

MediaMath believes that any industry-wide ID solution needs to be standard and commoditized to gain broad adoption across our intensely dynamic space. The standard must be neutral, not pick winners and be free from risk of change in control and strategic or competitive conflict. It should not be profit-driven but rather designed for reinvestment in the standard for the good of the whole.

Commercial consortium ID solutions perpetuate the fragmentation in identity and are unreliable.

With so many options being proffered as open, accessible, scaled identity ‘consortium’ solutions, it’s weak that the product of the solutions being offered to the siloed, fragmented identity landscape is—more fragmentation, trading out proprietary cookies for proprietary ID solutions. The proposed solutions operate purely on proprietary tech, controlled by for-profit vendors, benefiting those vendors directly. The proposed solutions do anything but level the playing field; they fence it off, create a gatekeeper and charge a hefty admission fee.

The vulnerability to instability in a proprietary solution is evident already. Anyone who invested in keying and transacting on the AppNexus ID, with APN the primary domain supporting the Ad ID Consortium, now has to re-key their device ID entirely because APN left Ad ID last September. That demonstrates to advertisers, publishers and platforms that the risk of entrusting your fundamental connection—your digital last mile—to consumers, on proprietary, for-profit components they don’t control, is too great. To anyone still keying off another platform’s proprietary offering, it might be good to have a Plan B.

MediaMath can and will sell you our proprietary identity solutions—ConnectedID and EnrichedID. They are differentiated, scaled, hybrid, global, fully integrated throughout our platform, open on the front end and portable. We invest significantly in developing these products with a single goal that is to create client value. They are not standards, they are not free and they are competitive. We think it’s worth being clear on this point—you get what you pay for!

MediaMath will not sell you what we believe is the right new standard ID that aligns with our principles because it’s not ours to sell. We will present to you our principles and hope you find them cogently assembled. We will also propose to you the solution that we see aligning with these principles, and support your investigation into the same.

The failure of the AD ID Consortium is the canary in the coal mine.

Ad ID joined DigiTrust in 2018 because Ad ID was clearly feeling the pressure of serving its founders’ interests above members,’ while competing on multiple fronts with those it sought to recruit as members. Ad ID’s decision to join DigiTrust confirmed the market’s need for a neutral, independent device-level identifier. MediaMath has been committed to neutrality and independence since we helped to found Ad ID (then Open Ad ID) before deciding to leave when the effort veered down a path incompatible with broad adoption.

We are experiencing more fragmentation than ever before as device and channel proliferation continues unabated. Consortium members competing directly against each other and their claimed consortiums adds confusion for marketers. MediaMath strives to offer clarity and solutions. We can do better.

Check back next week for Part II of this series. 


IAB Recognizes MediaMath Across Sales, Identity, Data Privacy and Education

February 22, 2019 — by MediaMath0


Last week, MediaMath was honored with four awards at the IAB Annual Leadership Meeting in Phoenix, Arizona. The recognition focused on our work across sales, identity, the GDPR and education—diverse areas of our business in which we are committed to making an impact not just at MediaMath, but in the industry as a whole. We wanted to share a bit about what we’re doing in each of these areas, and our plans to bolster our commitment throughout 2019.


MediaMath received an Overall Sales Excellence Award for a Small-to-Medium Sales Organization for “exceptional client service, digital advertising expertise and innovation in digital advertising sales.” IAB and Advertising Perceptions surveyed over 500 marketing leaders to nominate and vote on the winners.

MediaMath is committed in 2019 to continuing to use an enterprise-grade, consultative approach to help both brands and agencies use media, data and machine learning in a way that enables transformation at considerable scale. We believe we have both the tech and the talent to back this up. In the 2018 Gartner Magic Quadrant for Ad Tech, we were the leading DSP in the “Leaders” quadrant and were recognized for our completeness of vision and ability to execute. Advertiser Perceptions survey respondents also ranked MediaMath #1 in consultative approach to client relationship and solution design and gave us the highest net promoter score (NPS) out of 22 DSPs. Clients like CBSi are seeing the value of our multichannel media execution while others like REA are using our combined DMP+DSP to more seamlessly manage and activate audiences in media.


Our Director, Mobile Product Strategy, Floriana Nicastro received a Service Excellence Award for helping IAB establish a common framework for “5 Questions to Evaluate Your Identity Partners.” Floriana is passionate about solving measurement and identity challenges for mobile, pointing to accuracy vs. scale, walled gardens and a lack of multi-touch attribution as obstacles to quantifying true mobile ROI.

MediaMath has several initiatives we’re working on to ensure marketers can both accurately and scalably solve for identity and pull customer understanding into the center for activation across marketing. Our cross-device graph ConnectedID is pseudonymous, proprietary, deterministic-first (with option for probabilistic expansion) and global. Data is exportable down to the log level and can be used in other DMPs, DSPs and platforms so that marketers control their understanding of their customers and can activate it in whichever way they see fit. We are also a member of the DigiTrust ID consortium, which supports an open, neutral ID that will make the Internet experience better for consumers by supporting privacy, reducing page load time, increasing the relevance of marketing messages and enabling the diverse ecosystem of publishers and online platforms upon which they rely.


Charlie Simon, Director, Data Policy and Governance, received an IAB Tech Lab Service Excellence Award for his work in the GDPR Commit Group. The GDPR Commit Group, under the auspices of IAB Tech Lab, contributes to and maintains the code bases, technical specifications and implementation resources, underpinning the IAB Europe Transparency & Consent Framework (TCF) of which MediaMath is a founding member. Charlie has helped develop and champion the TCF to ensure the industry provides Internet users with greater transparency and control over how personal data is collected. TCF-based transparency and consent-based technologies are baked into DMP, DSP, identity and other core MediaMath products.

Charlie, with the assistance of Alice Lincoln, VP, Data Privacy and Governance, and John Slocum, VP, DMP, led MediaMath’s preparation for the GDPR, leveraging the expertise of the company’s Legal, Product and Engineering teams. Simultaneously, Charlie worked with industry groups and their members to assess and design solutions for the GDPR’s many requirements. That work continues as standards like the TCF and OpenRTB evolve, new laws like the California Consumer Privacy Act are enacted and Internet users’ concerns about data use grow.


MediaMath’s New Marketing Institute, led by Elise James-Decruise, VP, Global Learning & Development, Education, just celebrated its seventh birthday, and what a gift to have received one of the first-ever Education Excellence Awards from IAB. A client and employee education team that offers trainings and certification accessible in person, virtually and via a self-paced online portal, NMI courses cover topics across the programmatic and digital marketing industry and our DSP and DMP, from campaign management to best practices. A past recipient of both the Brandon Hall and Chief Learning Officer Learning in Practice awards, NMI has trained and certified over 19,000 people since inception.

NMI has undertaken a few new initiatives over the last year. The team created a learner-centered environment called NMI Learn that gives clients access to resources 24/7. NMI has also had recent training success with its Bid Masters program, a gamified approach to teaching digital and programmatic that has been rolled out in Asia. It is also looking to further develop curriculum, programs and partnerships to speed up the harvesting of the native marketing tech talent in countries like Mexico.


How MediaMath Contextual Powered by Oracle Creates Better Experiences for Marketers and Consumers

January 23, 2019 — by MediaMath0


Of the major challenges in buying media programmatically, marketers across the globe list brand safety as #2. To combat these concerns, 47 percent of marketers have increased their use of contextual targeting, with 29 percent more planning to do so. Launched in Q4 2018, MediaMath Contextual powered by Oracle is a pre-bid targeting solution that drives conversations with consumers and aligns brand messages when and where they are most relevant. With MediaMath Contextual powered by Oracle, marketers can expect a more accurate and faster solution, making topics available for targeting, or avoiding, within minutes.

We had a chance to catch up with Eric Rector, Head of Partner Management at Oracle Data Cloud, to learn more.

Q. Why did Oracle Data Cloud and MediaMath decide to work together to bring a contextual product to life?

A. Oracle Data Cloud and MediaMath have been working together for years to offer best-in-class solutions to digital advertisers. MediaMath and Oracle Data Cloud have found common ground in a commitment to understanding and respecting the customer, which serves as the foundation for what is now MediaMath powered by Oracle. By realizing early on how important it was to get pre-bid contextual targeting right for its clients, MediaMath has genuinely been able to leverage the power of Oracle Data Cloud. This places our two organizations in a perfect position in which to collaborate to bring this comprehensive contextual intelligence offering to life.

Q. What are the key differentiators of this product?

A. The industry-leading contextual intelligence technology from Oracle Data Cloud is truly a step above the rest.

  • Content defines relevance: This advanced contextual algorithm has a unique ability to look at the actual content on a webpage to influence decisions around relevance to a brand message. Where competing technologies wield heavy reliance on keyword indicators in the URL string to determine the context of the page, for example, MediaMath Contextual powered by Oracle goes deeper, examining things like word relationships and frequency to confidently and efficiently determine true context.
  • Pre-bid drives efficiency: It would be remiss if I did not highlight that MediaMath Contextual powered by Oracle is a pre-bid solution. The beauty of pre-bid is that it allows the marketer to avoid wasted spend by enabling the decision around targeting to take place before the bid transacts. Why pay for an unused placement?
  • Real-time decisions ensure accuracy: Today’s content ecosystem is continuously evolving. Just because a page was safe yesterday does not mean that is the case today. The real-time nature of MediaMath Contextual powered by Oracle is continuously re-categorizing to ensure targeting decisions are made based on the most relevant and up-to-date content out there.

Q. Why should marketers and agencies be excited about the release of MediaMath Contextual powered by Oracle?

A. Together, MediaMath and Oracle Data Cloud are committed to making the life of a marketer easier. So, in addition to providing a welcome space for advertising through contextual intelligence, we want to provide marketers with efficiency and accuracy in targeting, along with optimization of spend.

We understand that each brand is truly unique, so the ability to offer customization is something we hang our hat on. In the case of brand safety, for example, what is safe for one brand is not necessarily safe for another. We take this seriously and believe it provides real value for our customers.

Q. What makes YOU most excited about the launch?

A. Contextual intelligence is an exciting and high-growth area for programmatic, and it is only becoming more relevant. The opportunity to collaborate with MediaMath and bring this contextual offering to market is the first of many successful endeavors as we dive further into our “Super Friendship” with MediaMath. That is very exciting indeed.

Q. Now that MediaMath Contextual powered by Oracle has been released, what’s next for the relationship?

A. Last year was a defining one for the Oracle Data Cloud and MediaMath relationship, and we are excited to see what successes 2019 brings. We are currently working together to bring new data types to our joint pre-bid solution. This variety in data types will better enable our mutual customers to make intelligent decisions before the bid occurs.

Q. What are both the big challenges and the big opportunities you think marketers will face in 2019?

A. One of the significant challenges that marketers will continue to face in 2019 is the navigation surrounding the use of first-party data, as well as the implications of regulations that impact the ability for brands to reach their ideal customer. This is also a great opportunity, however, as MediaMath Contextual powered by Oracle lends itself exceptionally well to this environment due to its cookie-free nature. This allows marketers to continue to effectively reach consumers without disrupting the integrity of their campaigns.

Cassie Albee is a Sr. Manager of Product Marketing working closely with the Product team to launch audience, data and identity products that are integrated into every part of MediaMath’s technology stack. She focuses primarily on positioning and communicating the value of these products and how they make the marketer’s and agency’s job easier. Cassie lives in New York City, but originally hails from Massachusetts. As such, she is a die-hard Patriots fan, despite the heckling she receives on a daily basis.

Eric Rector is Head of Partner Management for Oracle Data Cloud where he focuses on ensuring the growth and overall success of our enterprise solutions among our channel partners. Prior to joining the Oracle Data Cloud team, he was Director of Publisher Development at Undertone, implementing the organization’s first-ever guaranteed publisher contracts, securing millions of dollars’ worth of publisher inventory. Eric brings more than 10 years of deep industry expertise and relationship management to Oracle Data Cloud, holding previous positions at Digital First Media as the director of sales, and Cox Digital Solutions, plus notable roles at PubMatic and Microsoft—each one highlighting a track record of high-growth initiatives and success.