How CTV is Driving Greater Accountability and Addressability in Marketing

December 16, 2019 — by Laura Rodriguez-Costacamps


We are in a golden age of TV content, much of which is only available in connected environments, not through traditional linear. Consumers are inherently drawn to the superior viewing experience TV offers, and publishers are following suit, running a significant amount of their impressions on connected TV platforms. This shift from linear to CTV is enhancing advertisers’ abilities to reach and engage consumers, lowering rates of general invalid traffic and leading to higher video completion rates for premium publishers. And as we’re seeing through our SOURCE by MediaMath offering, brands and agencies can use CTV to reach real people with real ads, helping embed greater accountability and addressability into the entire supply chain.

We recently sat down with Adam Lowy, Chief Commercial Officer at SOURCE by MediaMath partner, Telaria, and our own resident TV experts Mike Fisher, VP/Head of Advanced TV & Video, and Aulden Kaye, Director, Advanced TV & Video, to discuss why the time is now to use CTV to deepen marketers’ direct relationships with customers, and just how we can do it. Listen here.


The Impact of AI on Martech

July 9, 2019 — by Debbie Taylor


Artificial Intelligence (AI) is a key player in how technology got to its current state. It is already widespread in many industries, including healthcare, entertainment, and retail. Without it, consumers wouldn’t have been able to experience smartphone assistants, product suggestions, and predictive text responses. It’s truly revolutionized every digital native’s life.

On the digital marketing front, it continues to make huge waves, we see its application everywhere and how it is bridging the gap from the desire to truly show the right ad to the right person at the right time to make that everyday reality in how advertisers execute.

Take a look at our new e-learning video ‘Introduction of AI & Martech’ to find out more!


The Talent Behind the Tech

May 30, 2019 — by MediaMath


Humans still matter in programmatic. In fact, people are increasingly becoming part of the consideration criteria for businesses shopping for a DSP and DMP. Sales and Service Criteria contribute to 20% of the overall purchase intention when considering a DSP and 24% when considering a DMP, according to Advertiser Perceptions.

We know how important it is to combine talent with tech to enable marketing to positively influence business goals. We wanted to introduce you to some of our own talent, the people helping our clients get the most out of their tech. Our Professional Services team is 200+ strong and includes a mix of diverse individuals from a range of backgrounds. The ProServe team spends its days servicing and working with people, from clients and partners to our Product and Sales teams, further proof that the need for the human touch in this crazy adtech work persists. Watch our video “The Talent Behind the Tech” to hear more from the experts who bring strategy, technical direction, campaign best practices, education and, ultimately, delight, to our clients and partners. Watch a clip below and visit here to see the full video.


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.


A Thank You to Our Clients and Partners for the Opportunity to Serve You

May 8, 2019 — by Anna Grodecka-Grad


We are fortunate to get to do what we do in this business. We get to work with amazing marketers and their agencies, lending human expertise and acting as a consultant to design the path to their future success. Today’s leading-edge marketers and their agencies deserve from their partners true consultative service and ongoing education because, as my teammate Avi says, this stuff isn’t easy. It’s our responsibility as a tech partner to do more for our clients than ship code and platforms—this has always been a business grounded in people, and tech should only give the people more runway to do amazing things, not replace them.

We are so delighted to have received industry recognition last week in the inaugural AdExchanger Awards for our service to clients. We won in two categories—Best Account Support by a Tech Company and Best Educational Tool or Program for our educational services arm, the New Marketing Institute. Our Professional Services Teams are dedicated to our clients and partners throughout their full digital marketing evolution with MediaMath. From clients’ solution design and onboarding to our platform to the education, services, support, custom solutions and consultation required to execute and continually optimize the marketing programs and strategy in order to reach and exceed their business objectives, our team is there every step of the way.

“MediaMath’s New Marketing Institute lives and breathes the mantra and mission to ‘meet the learner where they are,’” says Laura Rodriguez-Costcacamps, Director, Head of Education Services/New Marketing Institute. “We strive to live up to that phrase as we plan curricula, facilitate training and create videos, documents and resources. Our promise is to empower our clients and partners with the tools they need to be successful through educational excellence. It’s an honor to receive this recognition from the industry and it is extremely validating that we are headed in the right direction.”

But the real win comes in the honor we get day in and day out to serve our clients. Great clients like Uber, whose Programmatic Technology Lead Bennett Rosenblatt said in a fireside chat about taking more control of their media buying at Adweek last fall: “MediaMath began to lean in and run those campaigns on our behalf and began to give us those in-house learnings, telling us what was working and what wasn’t. And that was really valuable for us…Even though we’re Uber and we have 18,000 employees, we don’t have the resources to go super-deep on every campaign. If you’re working with a partner, you should trust them.” And CBSi, for whom we helped run an omnichannel campaign from the branding stage all the way to purchase driving to their “All-Access” subscription service, whose Senior Director, Programmatic Marketing & Monetization, Damon Mercadante said, “With MediaMath, we were able to align on goals across channels that met our overall objective to build up our subscriber base. It’s no simple feat, and the education, expertise and service the MediaMath team provided for us to get to this point have been top-notch.”

While we are a technology company at heart, it’s through tech and talent together that we’ve been able to achieve where we are today, and I’m so excited for the future. Thank you to AdExchanger for this recognition in both extremely competitive categories. Thank you to our clients and partners who recognize the value of personalized services, solutions and support that our teams bring all day, every day and for their commitment to MediaMath.


From Pioneering Ad Tech Education to Standing Up Multicultural Marketing

April 2, 2019 — by Elise James-Decruise


I joined MediaMath in January of 2012, and we launched the New Marketing Institute (NMI), MediaMath’s educational arm, shortly thereafter, with the aim of pushing the educational boundaries within one of the fastest-growing industries on the planet. Towards the end of last year—just a few months shy of NMI’s seventh birthday—I started thinking about the next chapter of my career. I talked to our leadership about the possibility of constructing a role that would allow me to help MediaMath think about and better position diversity and inclusion within the workforce, workplace and marketplace, and inspire others to do the same. This role would also help our company connect with people and brands who want solutions that can “reach a multicultural audience where they are.”

Today, I am proud to announce that I am MediaMath’s first-ever Head of Multicultural Marketing & Inclusion. Under my remit, MediaMath intends to assess and grow current diversity and inclusion programs and develop and strengthen external partnerships with clients, trade associations and the ecosystem more broadly in our efforts to cultivate and advance multicultural awareness, growth initiatives and thought leadership. Why now? Well, it wasn’t that long ago that prospects and customers were a homogenous group, often located in the communities and surrounding areas in which they lived and worked. Today, with the advances in technology and the growth of a multicultural population, companies are expanding their marketing outreach dramatically to connect with their audiences globally, both in terms of geography and customer profiles and segments (including age, gender, race, ethnicity and socioeconomic background).

The Marketplace changes every day, and learning how to adapt, grow and “reach each consumer where they are” is reality in today’s world. Being flexible and open to new ways of thinking about reaching consumers are also important as we launch new products and services and rebrand existing ones. As the consumer market becomes increasingly diverse, companies need to establish authentic connections with multicultural audiences to remain relevant in today’s ever-changing and competitive marketplace. Because multicultural consumers are the fastest-growing segment in the United States, taking a multicultural approach is no longer an option, but a necessity. Agencies and brands that recognize the value diversity brings to their companies and that integrate multicultural strategies into their marketing and culture will make an impact culturally and to their bottom line within their organizations and the ecosystem as a whole.

Although I will be stepping away from NMI, I have left it in the very capable hands of Laura Rodriguez-Costacamps, a long-standing NMI team member who brings incredible skill, passion and warmth to the role. I’m grateful for and humbled by the amazing team of training professionals and subject matters experts throughout MediaMath with whom I had the good fortune of partnering to create award-winning curriculum, and the companies, universities and industry professionals who shared in our commitment to educating the next generation of programmatic marketers globally.

I’m optimistic and excited about what lies ahead for MediaMath, our clients, partners and the ecosystem as we “get comfortable being uncomfortable,” sharing best practices and next practices through ongoing education and thought leadership, centered around the workforce, workplace and marketplace.


NMI’s 8-Step Guide to Designing Training Programs

March 28, 2019 — by Lauren Jones


At MediaMath, we live our values. And New Marketing Institute (NMI), our educational arm, has a favorite value: Obsess over learning & growth. Here at MediaMath, we know the importance of education and are producing valuable training content across all of our teams, not just NMI. Therefore, NMI decided to share our process when it comes to designing relevant, effective, outcomes-based training that has the learner at its core.

Step 1: Conduct a needs analysis

A critical first step when designing bespoke training for clients or developing new content for internal use is to establish the business outcome that the training is intended to support. Conducting a needs analysis equips you with the information you need to design a relevant, outcomes-based and learner-centered training solution. For more information, see this guide from the Association of Talent Development.

Step 2: Submit a training proposal

Once you have completed the needs analysis, you can transfer your findings into a training proposal. This is a high-level overview of what the training will involve, including a rationale for developing the training, timelines and resources that will be required. This document can be used to manage stakeholder expectations as well as for sign-off purposes.

Step 3: Develop a framework

Your framework will clearly set out the following:

  • A high-level overview of the course and its aims
  • Learning objectives—statements detailing what the facilitator will do to achieve the aims
  • Intended learning outcomes—statements detailing what the learner will be able to do having completed the training
  • Teaching methods
  • Assessment tasks

Establishing a framework before you start planning which topics to include and designing course materials ensures that your training is focused on achieving the learner’s goal and that all participants will leave the room with the knowledge, skills and attitudes they need to be successful in their roles. You can find more information on how to create a framework and best practices with this useful resource from Queen Mary University of London.

Step 4: Draft a session plan

Now that you have your framework, which is like a blueprint for your training, you can start building out the content and planning activities. Be sure to allow enough time for each module or unit and add in breaks, icebreakers and activities where most appropriate.

Step 5: Review your framework

At this point, it is worth taking another look at your framework and asking yourself questions such as:

  • “Are my intended learning outcomes achievable?”
  • “Am I pitching this at the right level?”
  • “Are my teaching methods appropriate?”
  • “Is my training session inclusive?”

You can then tweak as you see fit.

Step 6: Prepare course materials

Now it’s time to get creative. Think about your audience and try to create engaging, impactful and accessible course materials. Remember that these materials—slides, workbooks, handouts, activities—are intended to support your teaching and interactions with your learners. You’re not giving a presentation, so don’t make it all about the deck.

Step 7: Check for inclusivity and alignment

You’re almost there, but before you can launch your training, you need to have one final check for alignment. You can do this by cross-referencing your session plan with your framework to ensure you have clearly defined what you want the learners to know, how they are going to learn it and how you will know they have learnt it.

You can also take this opportunity to ensure the teaching and learning is transparent, fair and inclusive. You can do this using an online checklist such as this one from the University of Plymouth.

Step 8: Review

Reviewing and redeveloping your training will enhance learning, engagement, experience and outcomes:

  • Specify how you will evaluate the success of the training.
  • Schedule time to review the training and make improvements as necessary.

If you would like any further support with your training initiatives, please don’t hesitate to reach out to NMI. We will happily equip you with valuable tools and guidance to guarantee that your training meets the learner where they are.


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.


New Marketing Institute Brings Programmatic Education to Brands in India

February 6, 2019 — by Marrah Africa


A key challenge in technology adoption is the lack of knowledge and strong understanding of its impact on a business. What is the new technology? Why should it be adopted? And how does the adoption impact one’s role? Training then becomes imperative to bridging this knowledge gap and clearing up some of the misconceptions marketers might have about a new technology.

In 2017, MediaMath’s educational arm, New Marketing Institute, ran an agency training roadshow attended by over 200 people across different media agencies in India. It aimed to educate and empower agencies to execute more efficient, successful marketing campaigns through programmatic.

For programmatic to fully reach its potential in India, MediaMath recognized that this education had to be extended to the advertisers themselves. In September of 2018, we decided to bring programmatic education to brand clients to help evolve these conversations—especially as some brands are reconfiguring their operating models to maximize their marketing investments while continuing to leverage their partners.

To ensure a successful training, we first needed to ensure the brand clients had a common foundation and language for understanding industry concepts. And it had to be practical and easy to comprehend to enable brands to better navigate the space and adopt programmatic successfully. The next challenge was to encourage the brand clients to start “thinking” programmatically, not just “buying” programmatically. Pranjal Desai, MediaMath’s Country Manager, India mentioned, “In my interactions with the brands, I often see the difficulty faced by the marketing teams to connect the dots in understanding how underlying factors like real-time data and real-time optimisation affect the campaign performance and how they should use this knowledge to plan and execute successful programmatic campaigns.” And more often than not, this is due to the lack of hands-on experience with running campaigns, which can make it difficult to fully grasp the impact of buying using platforms in real-time environments.

To address these challenges, NMI designed the Bid Masters Workshop, which aims to gamify programmatic buying in a way that helps brands see how real-time bids are placed, how different factors contribute to a win/loss of bid and how complex the decision-making becomes with increased variables at play. Our thinking was that through using a game, we could successfully get marketing teams to understand the trader’s mindset and hence start thinking programmatically.

During the training, NMI led a room of marketers from companies including IBM, Dell and leading e-commerce players like Myntra and BigBasket. Over 70 people from brands and agencies, with various roles including marketing managers, digital managers, campaign managers, analysts and content specialists, attended the training. The setup of Bid Masters really engaged the attendees—and the competitive spirit that captured the room didn’t hurt!

As shared by Manik Singla, Digital Marketing Deputy Director, Myntra, “Never before have I seen programmatic marketing being explained in such a simplistic and uncomplicated manner. I would advise all marketers who are eager to learn about programmatic marketing to attend this workshop with MediaMath.”

Attendee Anand Bhaskaran, Digital Marketing Manager, Big Basket, said  “The MediaMath NMI workshop is an excellent introduction to programmatic advertising. It covers all key aspects of the field, such as DSPs, SSPs, real-time bidding, DMPs and so on. The best part is the interactive group exercises, which clarify the concepts and make them quite unforgettable.”

We are hopeful that after attending the workshop the teams will be able to speak the same programmatic language, work more cohesively and produce better business outcomes through their programmatic marketing strategies.


The IAB Cross-Cultural Marketing Day: Reflections and Implications for MediaMath and the Ad Tech Community

December 27, 2018 — by MediaMath


MediaMath’s mission is to deliver marketing everyone loves. As a multinational company operating across borders and cultures, and in a nation as diverse as ours, achieving that mission requires understanding and meeting consumers on their terms and in the words and context that they appreciate.

As we explore identity and audience segmentation amongst increasingly customized products and services in a fractured media landscape, it is incumbent upon us as an advertising technology company, and as a larger community, to ensure that we think hard to understand the challenges and opportunities that cross-cultural marketing poses. Cross-cultural marketing is concerned with recognizing and understanding the attributes of different cultures and how to address them responsibly. The industry trade association the Interactive Advertising Bureau (IAB) is leading efforts in thought leadership and working to convene folks around those themes under its Data Centers of Excellence, which our CEO Joe Zawadzki co-chairs.

As part of an initial effort to educate ourselves and MediaMath on the matter, as well as show our support for the great work the IAB is doing, we attended the IAB’s Cross-Cultural Marketing Day 2018. One of us comes from a training and education background and the other from product and client services. We also come with our own personal life experiences. Through these different lenses, we both learned an immense amount regarding the relationship between culture and marketing and what we believe are corresponding consequences for the advertising technology ecosystem at large.

Although the presentations generated more questions than answers for us, we were enthusiastic to engage in the conversation, learn more and infuse our own work at MediaMath with an appreciation for the role that diverse audiences can play in helping us meet our mission. The speakers, the audience and the subjects addressed at the IAB event were in and of themselves truly diverse. We commend Orchid Richardson and the Data Centers of Excellence for putting together the event, creating a safe space to have courageous, innovative and bold conversations about multicultural marketing and best practices that will drive business outcomes.

The panels asked thought-provoking questions and presented concepts and data regarding how different communities interact with and access marketing. Among the communities identified were the LGBGTQIA+ community and the Hispanic/Latino community. In each of these, there is a degree of self-selection that people communicate through the media they consume. None of these communities are monolithic, and there are segments within each umbrella category that will require different messaging. But because people organize themselves in this way, we know that they desire distinct messages, goods and services tailored in a manner different from the general population. It is necessary that we, as a community, deliver a consumer-first approach to marketing—deciphering exactly what the consumer wants and ensuring that our efforts are inclusive, designed to both elevate and celebrate diversity, and ensure measurable business outcomes for marketers.

At MediaMath, we believe Diversity & Inclusion touches all parts of the business, with three distinct pillars: Workforce, Workplace and Marketplace. This event highlighted, the third, diversity and inclusion in the delivery of advertising in the Marketplace. We will continue to partner with our colleagues, industry professionals and Diversity & Inclusion champions in our continued efforts to learn, share best practices and amplify the work that is being done within our industry to meet each person where they are along this journey.

This is an exciting time to work at MediaMath (and within the marketing and advertising industry more broadly) as we are pushing the needle towards an ecosystem that ensures the digital transformation of the practice leads to outcomes and outreach that are healthier, more inclusive and more compassionate. This ultimately leads to a greater understanding of diverse cultures and communities than our analog past.

As a rapidly-growing and quick-moving company still on a fast and high trajectory, we are encouraged by the work that is being done across the IAB and look forward to what is next. In the meantime, we have made a commitment to become a part of the solution, sharing our progress and partnering with our workforce, clients and partners to make marketing that everyone loves.

About Elise James-Decruise

Elise oversees internal and external training initiatives, certification, enterprise education and global program development at MediaMath through the New Marketing Institute (NMI). She joined MediaMath in January of 2012, bringing with her 15 years of experience managing, facilitating and building targeted training programs from the ground up. Successfully transitioning from the financial sector as a global trainer at Thomson Financial (Thomson Reuters), Elise started out her digital marketing career at Right Media (acquired by Yahoo) where she transformed their internal training program and founded Right Media University for the Sales, Operations and Technical Support Teams. Elise maintains a strong presence on the board of prominent industry and L&D organizations such as the IAB and ATD.

About Rebecca Sharpe

Rebecca joined MediaMath in December of 2017 as Director, Programmatic Strategy & Optimization, a role in which she leverages MediaMath’s TerminalOne (T1) DSP and components of MediaMath’s DMP to oversee a portfolio of agency clients and lead a team of top-notch traders to architect and evolve programmatic omnichannel media strategies. She has consulted on brand marketing, data strategy and segmentation, as well as advanced analytics such as media mix modeling (MMM), multi-touch attribution (MTA) and Lift Measurement (including A/B and multivariate). Rebecca is an experienced Digital Strategy Director with a demonstrated history of working in the ad tech and mar tech industries, with a core focus on information management, omnichannel media strategy, measurement and research.