CCPA Implementation and the Future of Advertising

January 24, 2020 — by MediaMath


As the industry works towards compliance with the California Consumer Privacy Act (CCPA), concerns continue to arise about how the many new requirements can be completely met.

Our SVP of Policy & Advocacy, Daniel Sepulveda, shares his thoughts on CCPA implementation, compliance and how to build a future of digital advertising that is consumer- and competition-friendly in an op-ed on Morning Consult. Read highlights below:

“The jobs and wealth the digital advertising ecosystem creates and the innovation it fuels are worth billions of dollars. In the United States alone, digital advertising industry is worth more than $100 billion, with a significant portion of that wealth created going to California, the largest market in the country. For the last two decades companies that understand we need a set of rules in our industry have made a strong effort at self-governance, recognizing that not all uses of data or ways of getting it are ethical.”

“The CCPA was not written to turn back time and it would be difficult to articulate a regulatory reason to interpret it that way. Furthermore, the end result would be poor for everyone. It would mean that products (such as golf equipment) would need to be advertised on sites a person interested in those products would be more likely to visit (such as a golf site) regardless of whether the person viewing the ad is in the market for them.”

Read the rest of his op-ed here.


Embracing the Changing Cookie Landscape to Create a Better Internet for All

January 16, 2020 — by Wilfried Schobeiri


Earlier this week, Google announced it will phase out third-party cookies in its Chrome Web browser by 2022 to bring more stringent privacy standards across its online advertising platforms and tools.

Before we go down the rabbit hole, it’s important to define exactly what wasn’t announced this week: a unilateral motion by Google to end the third-party cookie without a replacement. Rather, Google has announced its intention to replace the cookie in the next two years with a set of technology standards that gives end users more control over their browsing experience and privacy. Those technology standards don’t yet exist, and Google is asking for engagement from the technology ecosystem to work together to provide a viable consumer- and competition-friendly alternative to the third-party cookie.

Said another way, this move doesn’t mean the end of consumer identifiers or the end of personalized advertising and the companies that enable it. It means embracing the ongoing change in our industry and moving away from obsolete technology towards more relevant identifiers, as evidenced in our collective embrace of mobile and CTV IDs. The world is increasingly omnichannel, and any holistic identity solution needs to care about the totality of media, not just a single channel.

To come up with the alternative to the third-party cookie, we—publishers, advertisers, the technology platforms that support both, and web developers—need to come together to work with Chrome on developing consumer-friendly, privacy-sensitive technology solutions that enable: 1) publishers to continue to monetize their content through advertising—which for many, remains >80% of revenues; 2) advertisers to continue to market to relevant audiences and measure the efficacy of their marketing message; and 3) consumers to be more deeply engaged in the value exchange of advertising for free, relevant content while having control over how their data is being used, having confidence that it is being used fairly and respectfully, and having the right to change and/or erase it at any time and ensure it isn’t being used without their consent. Being clear about the role of the consumer in the value exchange between advertisers and publishers is more critical than ever, as consumers continue to demand and deserve strong checks and balances when it comes to use of their data.

We don’t think these three things are in conflict—in fact, our top brands and agencies and their media partners are increasingly voting with their dollars on a supply chain that stands for these principles. We also think we’ll see a growing trend of publishers and advertisers working closely together on bidirectional data transfer solutions. And we fully support Google’s desire to collaborate in getting to a solution appropriate for all parties. It’s with this same spirit that we brought together over a dozen industry partners to launch SOURCE by MediaMath, through which we are building a new, rules-based model to enable digital advertising to operate with transparency and trust.

On MediaMath’s part, we’ve been working on technology solutions with our partners that leverage authenticated user signals, first-party identity solutions, bidirectional data transfer, greater use of contextual parameters, and more to either replace the hole created or reduce the burden on advertisers left by the eventual absence of third-party cookies. We’ve maintained open dialog with several privacy councils, the major federal and European data governance bodies, the major trade associations, and the browser vendors, and we look forward to getting deeply involved in the technical standards work that’s ahead of us. In addition, the identity work we are doing with partners like LiveRamp and Akamai is fundamentally built on addressing these issues.

An announcement without a complete solution in place puts the industry in a precarious and uncertain position. We’ve been spending a lot of time over the last week at CES and in other meetings discussing our plans for the future with many clients, and we imagine others are, too. Like GDPR before it, we expect this anxiety will accelerate further consolidation amongst those who don’t have the resources to heavily invest in response to this change. We knew this change was inevitable, but Google will have to be careful with their next steps, given the antitrust risks that exist with owning the industry-leading browser, publisher ad server, search provider, video content publisher, and demand-side ad server in addition to several major demand-side offerings and one of the largest ad exchanges.

We will continue to believe that an industry standard that is neutrally governed is the best approach to solve for the interconnection of consumer privacy and advertising. And if Google’s efforts over the next two years can create a standard for all browsers, one that is both consumer- and competition-friendly, that’s a good thing for the industry.


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

October 11, 2019 — by MediaMath


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.


Identity Illuminated

May 28, 2019 — by MediaMath


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.


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

May 10, 2019 — by MediaMath


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 Sepulveda


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 Slocum


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 Slocum


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 MediaMath


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 MediaMath


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.