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.


Where are Key Verticals Spending Their Digital Ad Dollars? Head of Advanced TV and Video Mike Fisher Weighs In

August 5, 2019 — by MediaMath


As we close in on the final months of 2019, where are key verticals spending their digital ad dollars? Our Head of Advanced TV and Video Mike Fisher recently spoke with eMarketer about ad spend forecasts for TV in particular industries such as US media and entertainment and retail.

“Now Netflix is coming out with 500 original series a year and needs a way to promote that to the right viewer. You’ll see more marketing dollars shifting…to get eyeballs and promote original series with niche audiences, you need to spend more to drive eyeballs to that content that you then monetize on the backend.” 

“Retail’s great for advanced connected TV ads because you’re able to tie back an impression to either something like a Nielsen Catalina or any sort of store foot traffic, Basically, anything that is looking to drive traffic is starting to shift to connected TV.” 

For more on Mike’s insights on how TV is evolving, check out the below articles:


How to Up-level the Quality of Your Supply in 2019

June 26, 2019 — by Pranjal Desai


Programmatic is central to nearly 40% of overall planning and execution of media buying by Asia-Pacific (APAC) marketers[1]. India specifically is the fastest-growing country for digital ad spend across the globe in 2019, with a 28% boost compared to last year[2].

It is this very rapid growth that has also created challenges in the ecosystem, including a supply chain riddled with fraud, intermediaries that add little value and uncertainty of the exact path to the impression. The internet as constructed was never intended to sensibly connect the diverse and complex technologies brought to bear by the myriad or adtech and martech constituents in our industry. In fact, most of the longstanding problems we’ve seen over the last few years – such as fraud and lack of transparency—have been caused by this complexity. From the core technology service providers to third-party data providers, advertisers are often unaware of how much spend is going to intermediary fees versus publishers.

However, the future is looking brighter. Select industry players are hard at work creating a more accountable, effective, trustworthy media supply chain from which all parties—marketers, publishers and consumers—can benefit. One of the ways that starts is through access to trusted, high-quality supply that is not blocked by partners that don’t add value.

How can marketers build the best supply strategy?

All of this means that the single most important thing a marketer can do when it comes to determining the best media strategy is ‘never assume’. With high levels of complexity across the supply chain, it is vital that marketers analyse their supply strategy and avoid making the wrong call. Marketers should build or buy specialist insights required for their brand-specific marketing campaign.

For many major brands, this means building a supply team to integrate their technology into the bidding stack. However, the expense and expertise required for this remains to be a challenge for many brands, which is why choosing the right media agency is so critical. The right agency can add real value as they can pool the demand of multiple advertisers in negotiating deals, provide deep industry expertise and negotiate vertical specific deals.

But it also means partnering with the right technology vendor. There are key things to look for:

  • Adoption of the IAB’s ads.txt initiative, which increases transparency by allowing publishers to publicly declare the companies they authorize to sell their digital inventory
  • Supply-path optimization to find the most direct path to the impression by removing intermediaries
  • A supply code of conduct that specifies behaviors that your vendor will and will not tolerate from its supply partners

In the end, the aim is to use the most optimal path to reach your user rather than hoping to find the user on specific supply sources. It is pertinent to have a holistic approach to a media supply strategy which can help everyone in the ecosystem—marketers, publishers and consumers alike —get the quality they deserve.


MediaMath Partners with Rubicon Project to Enhance Supply Chain Solution

June 19, 2019 — by MediaMath



MediaMath Aims to Fix Media Supply Chain Issues

June 18, 2019 — by MediaMath


This article was originally published in Campaign US. You can read the full article here.

The programmatic company is teaming up with Rubicon Project and Havas.

The media supply chain has long been riddled with transparency issues, and MediaMath is looking to fix that in a new joint effort with Rubicon Project.

Together, the duo plans to build a strong programmatic delivery infrastructure, with Havas jumping onboard as the first to beta test the solution.

MediaMath wants to partner with agencies, brands, tech companies and publishers as part of an industry-wide effort to develop an accountable and addressable supply chain.

On a panel during the Cannes Lions Festival, MediaMath CEO Joe Zawadzki said: “In order to build trust in the supply chain, you need to know every entity involved in transactions, the value they are adding and be assured that every single one of the members share common goals. Only then can we make the necessary connections between brands and consumers across all touchpoints to drive advertiser outcomes.”

Kevin Freemore, Global COO of Dentsu Aegis Network’s Amnet Group, who was also on the panel, said that KPIs need to change and the industry has to be willing to “take a leap of faith.”

The revamped supply chain should be able to provide solutions, including end-to-end fee transparency, direct connections between buyers and sellers and focuses on the availability of brand-safe, fraud-free, viewable inventory.

“We are pleased to partner with MediaMath to create a direct and transparent programmatic delivery infrastructure,” said Michael Barrett, CEO of Rubicon Project,” in a statement.

He added: “Havas continues to pioneer the next generation ecosystem that is both clean and open as the first agency partner for this effort. In working together, we hope to lead the industry in removing the bad actors and negative headlines with SPO and addressable supply chain. Modernizing how the supply chain operates will impact and benefit the entire ecosystem.”


MediaMath and White Ops Build Transparency and Trust into the Programmatic Supply Chain

June 17, 2019 — by MediaMath


This article was originally published in Ad Tech Daily. You can read the full article here.

MediaMath, acclaimed independent programmatic company for marketers, and White Ops, the global leader in bot fraud protection, today announced a new partnership that will protect some of the world’s largest advertisers, agencies and publishers from sophisticated invalid traffic (SIVT) before it can be purchased. Partnering identity and detection solutions from both companies, MediaMath and White Ops together aim to provide transparency and build trust and accountability in the advertising ecosystem.


Higher rates of SIVT, such as bots acting as legitimate users, require advanced analytics, significant human intervention and other measures to detect and mitigate. Leveraging White Ops’ Human Verification technology, impressions served on the MediaMath platform will be guarded against malicious and sophisticated attempts to pocket advertising revenues in a fraudulent manner, providing a comprehensive, timely and actionable view of the supply chain.

“The advertising supply chain must take innovative steps to prevent fraud and increase advertising efficacy,” said Joe Zawadzki, chief executive officer, MediaMath. “By combining our own proprietary tools and processes with those of White Ops, and focusing on measurably superior outcomes, we can identify and avoid fraud and other undesirable activity, allowing our customers to focus on bettering the overall programmatic journey for the end user. We look forward to collaborating with White Ops even further to enable marketers to see the maximum potential of their advertising investment and ensure we add true value with better access to fraud-free supply.”

MediaMath is leading an industry-wide effort to create an accountable and addressable supply chain through an alliance of agencies, brands, tech companies and publishers designed to provide long-term, sustainable solutions for a clean digital media supply chain with brand-safe, fraud-free and viewable inventory. The partnership with White Ops is one of several being developed in support of this initiative.

As part of this initiative, White Ops and MediaMath will co-locate servers globally that cover the entirety of MediaMath’s footprint. The intent is this technology will evaluate every impression MediaMath bids on, on a global basis.

“MediaMath is a pioneer in programmatic advertising and this partnership will help ensure that a fraud-free digital advertising ecosystem is not only necessary, but attainable for advertisers, publishers and consumers,” said Tamer Hassan, co-founder and chief executive officer, White Ops. “White Ops has taken tremendous measures to differentiate sources of data that constitute real human behavior in order to detect fraudulent activity. Fraud is a cybersecurity issue, not a measurement challenge – and as the threat evolves, we are innovating at a faster pace by offering dynamic and more sophisticated solutions to guard against it head-on.”

The partnership will provide added protection for MediaMath customers and the broader buying community to enjoy a fraud-free environment, providing more transparency in programmatic buying.


MediaMath All Fronts Event Shows What the Future of TV Can Look Like

April 4, 2019 — by MediaMath


Last week, MediaMath hosted a successful event focused on the future of TV with clients and publishers at its 4 World Trade headquarters. Premium TV publishers spoke about their connected TV and OTT offerings, highlighting the differentiators in their content, viewership and app environment, and learned more about MediaMath’s TV offering.

“The role that we’ve taken in the TV space is really to be the connection point between buyers and sellers, to take premium TV content, surface it, make it available to the buy-side in a way that the sell-side wants it to be made available,” said Mike Fisher, our head of advanced TV and video. “So we’re never going to be arbing or re-selling or black-boxing anybody’s inventory.”

DISH Media EVP Kevin Arrix, who spoke at the All Fronts event, highlighted the ability for advertisers to use its Sling TV data to deliver unique targeting and reporting that ties into ROI and attribution. For the industry to truly see the benefit of that type of application of data, the supply side needs to “get connected and get integrated” to what the demand side is doing.

“The demand side is saying ‘I like this company, I like MediaMath I like their UI, I like their platform and I am going to run my marketing dollars through to this platform,'” he said.

Being that connection means being as transparent as possible, according to Fisher.

“We do believe that transparency is the most important thing for TV because we want to make sure that the networks and the publishers in OTT are giving us access to the best of the best content. What we’re doing is further enhancing it with audience targeting, enhanced measurement, attribution reporting…basically tying back everything that a client is already doing in the online environment to TV.”

But it’s about consumers, too, and the ability to deliver engaging, entertaining content across screens in a privacy-compliant way.

“We know the goals of our clients. They’re looking to reach the people they that care about, they need to do it in a way that the people at the other end of the screens appreciate,” MediaMath Founder & CEO Joe Zawadzki says in this Beet.TV. interview.


Beet.TV Interviews Mike Fisher on TV and Video Trends at IAB Annual Leadership Meeting

February 27, 2019 — by MediaMath

This article originally appears on Beet.TV.

When it comes to advertising, screen size matters and it all starts with the big TV. The first exposure to a brand message begins the storytelling, which then leads to finding “that same user, same household, same viewer on other screens either for down-funnel messaging in web video, mobile video or even display,” says MediaMath’s Mike Fisher.

This is particularly appealing to so-called direct-to-consumer brands with traditional digital video assets they can now extend to TV, the company’s VP and Head of Advanced TV and Video says in this interview with Beet.TV at the IAB Annual Leadership Meeting.

What those newer brands have in common is that they probably haven’t had a relationship with a traditional agency while growing their businesses on the Internet with one-to-one, measurable marketing. They’re attracted to things like programming and tent-pole events they’ve never been able to access. “Programmatic really fits well into that pipe especially for TV, which is why direct to consumer is so big for us,” Fisher adds.

As video SSP’s continue to evolve, MediaMath’s model is “to focus on running on the rails that the publisher wants us to run on. A lot of our partners build leverage, Telaria and other video SSP’s, as their connection point for us into their inventory.”

This, in turn, “allows us to connect to multiple supply sources. It allows them to connect to multiple demand sources without having to do one-to-one integrations with networks.”


Debunking Programmatic Supply Strategy Myths

February 8, 2019 — by Travis Barnes


There are no excuses to base your supply and media strategy on assumptions about what works best. In the spirit of giving marketers and advertisers greater transparency into how the different modes of programmatic buying actually work, MediaMath has released a whitepaper based on research into our own data that sheds light on how PMPs and Open Auction actually perform according to some of the key metrics about which marketers care. We also approached some of our partners to help us confirm that what we were seeing is true across other aspects of the industry.

It is our hope that marketers can use some of the insights that we’ve gleaned to build better data-driven strategies that will help them accomplish their marketing goals more effectively. Here are a few surprising findings from our research.

The time spent troubleshooting deals impacts advertiser and publisher revenue

Only a third of deals begin spending on the first date they get set up—and more than a third of deals will not start spending before the end of the first business week.

Each day spent troubleshooting PMP deals is a lost opportunity to spend their investment and see a return on advertising. For clients with a fixed period in which to run their campaign and who see a direct ROI from their digital spend, this delay translates to substantial missed revenue opportunities.

PMPs do not always have higher priority than the open auctions

Fully 17.9% of all PMPs had a lower win rate than the open auction, meaning that advertisers are adding workflow difficulty, narrowing their optimization capabilities and taking on the sole accountability for supply chain cleanliness for no discernable benefit and a significant amount of the time.

Advertisers assume the risk (and the cost!) of fraud in PMPs

MediaMath consistently sees higher rates of sophisticated invalid traffic (SIVT)—instances of fraud, such as bots acting as legitimate users, that require advanced analytics, significant human intervention and other measures to detect and mitigate—on media purchased via PMPs than on our Curated Market offering, which carries a fraud-free guarantee that perpetuates through the supply chain and incentivizes the publisher to keep fraud low. The rates of fraud that we report across PMPs are consistent across the same PMPs on other DSPs.

Download the full paper Supply Chain Excellence: How to Get Results, Avoid Fraud and Boost Your Total Buying to get a deeper dive into these trends and our guidance on how to use them to improve your data strategy.


2019 Will NOT Be the “Year of DOOH”—But You Can Still Use it in Your Marketing Now. Here’s How.

January 29, 2019 — by MediaMath


We’re almost one full month into the new year, and I’m here to share my thoughts on something: This will NOT be the “Year of DOOH” (like the Years of Mobile, AI and Attribution before it). Yes, the global DOOH market is expected to be worth more than $5 billion by 2022. Yes, DOOH is increasingly going programmatic. As OAAA Chief Marketing Officer Stephen Freitas points out, “In many ways, a screen is a screen, so DOOH fits into the programmatic ecosystem very well. This is an advantage for brands, because linking DOOH with online provides complete exposure within the consideration funnel.”

Yes, brands that start testing DOOH programmatically on a multichannel platform see all their campaigns across all channels in one centralized location, and can leverage the insights from each channel to inform the other. Marketers using DOOH for brand awareness can enlist mobile location partners to pass back mobile device IDs to inform which user to then retarget after seeing their OOH ad.

So, while programmatic DOOH is building scale and functionality, and the industry as a whole is pushing for standards and technical specs, the “new” medium is still very young. But just like a toddling infant, DOOH is finding its footing as the best alternative to reaching audiences without infringing on customer privacy. And while I don’t think DOOH will be the big trend of 2019, there should be nothing stopping marketers from testing and incorporating this medium into their multichannel campaigns.

How to get started

There are three things to consider when getting started with DOOH.

  1. Understand what can be done today: DOOH is different than other digital media in three ways. First, it’s a one-to-many medium, so one DOOH ad will most likely be shown to many people. Second, there’s lack of attribution tied to users who saw the DOOH ad because DOOH runs on non-personal devices—and, therefore, is not linked to a cookie or device ID. Third, as mentioned above, while the IAB, DPAA, OAAA and other trade groups are working on standards for DOOH, the current state of the medium lacks standardization in creative size and length, operational setup, reliance on real-time bidding or caching and more. This should not be a deterrent from trying DOOH—but you need to know what you’re getting (and getting into) upfront with the medium.
  2. Confirm you’re not already using it: Seems crazy you wouldn’t know if you’re running DOOH, right? But some supply partners and demand-side platforms will run DOOH as connected TV because the former runs through a TV or connected device. That’s not CTV because, remember, DOOH is not tied to a personal device or household. So, don’t be fooled!
  3. Check yourself (your creatives and deal types, that is): To really start using DOOH in your campaigns, you’ll need to confirm if you have DOOH creative or if you need to build custom creative. Because of the lack of standardization in the marketplace, each media owner runs DOOH differently and accepts different creative formats. Some media owners will run DOOH as static display banners, while some might need those static images formatted as a non-moving video VAST tag. Some media owners will help in reformatting existing creative for their screens.

It’s important to note that most DOOH campaigns run via private marketplace (PMP) deals instead of on the open auction to ensure approved creative is used and that not just any advertiser can run on a publisher’s screen. Creative must be vetted by each media owner to show adherence to municipal and government signage laws if in public places that not only vary by region and country, but also by specific towns and private venues and landlord regulations. Setup of DOOH campaigns varies by each media owner and SSP as well, so make sure to follow the correct process.

DOOH shouldn’t be daunting to execute with the right expectations, creatives and supply strategy. The right partners will also help you achieve success with the medium across your multichannel campaigns. Clients that partner with MediaMath can rest assured that we will meet their goals for reach and brand awareness while continuing to drive innovation and standards across the DOOH space in addition to other channels and technologies.