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How MediaMath and LiveRamp are Collaborating to Help Marketers Reach Real People with Real Ads

January 22, 2020 — by MediaMath0

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MediaMath attended RampUp London in late 2019 to speak on a panel with our SOURCE partner LiveRamp about how to solve for addressability challenges in the industry using privacy-first solutions that let marketers reach real people with real ads. Greg Williams, our Co-Founder and SVP of Strategic Partnerships, sat down with Travis Clinger, VP of Strategic Partnerships, to talk more about the integration of LiveRamp’s Identity Link with SOURCE by MediaMath, and together we can drive industry-leading addressability.

“MediaMath is taking a stand and is building an industry-level effort to drive the supply chain in a new direction, in a direction that removes discrepancies, in a direction that removes fraud from all parties and in a direction that truly creates a level of transparency from publisher to marketer across the board in a bi-directional way,” Greg said.

Talking specifically about the partnership with LiveRamp, Greg said, “It’s creating a streamlined rail between publisher and marketer such that you have a single identity space to transact on, so you can remove hops in the supply chain, so you have better match rates, so you have far more addressability, and so that you’re marketing to real humans, not just devices, in a streamlined manner. When you combine all of that together, what it really gives the marketer is a world where you see improved addressability through expanded reach in formats and devices and browsers but also in new channels such as connected TV.”

Watch the full discussion at the link below.

https://lp.liveramp.com/uk-2019-11-RampUp-London-2019-fireside-source.html

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CES 2020: The Industry is Ready to Join Us on Our Journey to 100% Accountability and Addressability

January 14, 2020 — by Jeremy Steinberg0

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I arrived into Las Vegas early last week for a jam-packed week of meetings and events at CES and left with a sense of incredible gratitude for our team’s execution and for the excitement around our efforts to create a 100 percent accountable ecosystem by the end of this year through SOURCE by MediaMath. We had the opportunity to talk to quite a few marketers, agencies, and ecosystem partners who are looking forward to participating, and we’re ready to roll up our sleeves and get to work with them. A couple of key callouts:

  • Our vision is unique and differentiated and is appealing to many potential clients and partners in the market.
  • It was impressive to see the sheer number of potential partners with whom our Global Partnerships team spoke. They are eager to participate and to use our new clean pipes, bringing their own media, data, and identity solutions to bear.
  • Major content owners not only believe in the change we’re leading, but they’re asking how they can join the more than 100 of their ranks currently offering inventory through SOURCE. SSP partners are asking how they can participate, too.
  • Brands we met with are not only looking to clean up their media supply ecosystems, but are also seeking partners with whom they can connect their marketing and data stacks and build new capabilities internally.
  • I was delighted to see CES content sessions on some of the topics that are interwoven with our accountability and addressability efforts and by industry icons such as P&G’s Marc Pritchard, who reiterated his company’s commitment to doing its part in building a new, cleaner supply chain. Our CTO/CPO Wil Schobeiri participated in a panel with SOURCE partners Rubicon and LiveRamp and others moderated by AdExchanger’s Sarah Sluis on “Identity in the Age of Privacy Regulation and the Open Web.” He shares some of his takeaways here and says he’s bullish about the likelihood of a community identity asset actually becoming the standard across the ecosystem in 2020.

It bears repeating: This is the year of the accountable and addressable media supply chain. In 2021, the industry won’t need to make another call for a cleaner ecosystem, because it will be here, finally real, in motion, and ready for all of us to reap the benefit.

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CES 2020 Live Recap

January 13, 2020 — by MediaMath0

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We’re back from CES 2020 and feeling super energized for the year ahead based on the exciting conversations we had with marketers, agencies and ecosystem partners. Our CTO/CPO Wil Schobeiri was on the ground to share insights from the meetings, the parties and his panel on identity with SOURCE by MediaMath partners Rubicon and LiveRamp. Watch some of the highlights from his time at CES 2020, and stay tuned for more learnings from the event in the days to come.

CES Live Recap – Wil Schobeiri from MediaMath on Vimeo.

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Introducing your New Learning Solution, MediaMath Academy

January 9, 2020 — by Laura Rodriguez-Costacamps0

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Cast your minds back seven years to when King Richard III was discovered in a pub car park, Edward Snowden was busy blowing whistles and programmatic display ad spend was $4.2 billion.

In 2013, New Marketing Institute (NMI), having launched only the previous year, was working hard to elevate education in the programmatic space and fill the knowledge and skills gaps that had resulted from the industry’s rapid evolution.

Fast forward to 2020, and education is as important as ever. The industry and our platform look very different now, and people are still coming to the space from a wide range of backgrounds. Working in the ad tech industry is a true commitment to lifelong learning.

To continue to meet the needs of marketers today, MediaMath’s Education team has had to evolve and adapt everything we do from what we teach to the way that we teach it.

That’s why we’re kicking off the new year with a new name, new learning platform and new world-class learning content. New Marketing Institute is now MediaMath Academy.

MediaMath Academy brings learning programs tailored to every type of role and level of experience. Here are just some of the benefits:

  • Bite-sized, self-paced modules mean users can learn wherever and whenever suits them.
  • Full integration with the MediaMath Support Portal means users can quickly find the answers to their questions and have the choice to deepen their learning.
  • Live webinars on hot industry topics support and develop the knowledge achieved through eLearning.
  • Single sign-on means users can access learning with one click using their T1 login.

One thing that isn’t changing is our commitment to putting the learner at the heart of our curriculum. Log in to MediaMath Academy today.

If you have any thoughts, comments or suggestions, please don’t keep them to yourselves! You can contact MediaMath Academy directly at registration@mediamath.com. Happy learning!

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What Does 2020 Mean for the Future of Programmatic Advertising and its Automation?

January 7, 2020 — by Jim Sink0

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So much has changed in advertising in these last 10 years as larger portions of advertising budgets have moved to digital.

Once considered remnant inventory, 69 percent of all digital media will trade programmatically during 2020. First-party data is now a brand’s best asset, and marketers increasingly want more transparency into their digital investments, technology, and operations. On the downside, the dawn of 2020 has illuminated that we still have far to go to clean up our media supply chain so it’s safe, efficient, and valuable for all parties, from advertiser dollars to publisher content and success.

After such a dynamic 10 years, what does the start of the 2020s hold in store for digital advertising and its automation?

Earlier this year, MediaMath participated in research on this very topic with the 4As and 614 Group, who surveyed agencies, marketers, publishers, and tech providers. You can download the full report, “The Future of Programmatic and Automation,” here.

Reading through some of the highlights, I was struck by how many in the industry align to our strategy that we and our agency, technology, data, and media partners are building with the SOURCE by MediaMath offering. By the end of 2020, we aim to use our cross-industry collaboration to make the media supply chain 100 percent accountable and addressable and apply the power of AI to help marketers reclaim powerful performance from advertising. Some of the aligning highlights from the research include:

  • Programmatic is the technology infrastructure that will underpin all data-driven marketing in the future, according to 62 percent.
  • The effective application of automation to capture and resolve supply chain issues is a top priority in the next three years for 18.3 percent.
  • The most important near-term marketplace need is identity resolution across/between walled gardens and publishers for 31.5 percent.
  • Greater transparency on the costs and fees associated with programmatic advertising is another need for 19.2 percent.

We think 2020 will mark the year of the new digital media supply chain, one that prioritizes respect for people’s data, and a commitment to delivering transparent, accountable, and addressable advertising to reach real people on real media. The future of digital advertising and automation will only get better from there.

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The CCPA is in Effect. Now What?

January 3, 2020 — by MediaMath0

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The California Consumer Privacy Act came into effect on New Year’s Day. As a recent Campaign US article details, it is already “both under question and under renovation.”

Under the law, California residents are required to know “what personal data of theirs is being collected and to whom it is sold or disclosed.” Residents can also access their personal data, stop its sale, request its deletion and avoid discrimination if they assert their right to privacy.

Daniel Sepulveda, our SVP of Policy & Advocacy, shared his thoughts on what’s next now that the CCPA is in effect in several media publications this week. Read excerpts below:

The impact of regulations and the consumer POV in 2020

“The majority of companies in the advertising industry want to do the right thing,” Sepulveda told AdExchanger. “Our industry is in the process of winning back trust. In the future, we’ll see more scrutiny of companies and, inevitably, more accusations of companies using backdoor workarounds in an attempt to not comply with the law.

Consumers will tend to consent less and opt out more, particularly in the beginning, because they may believe there is no downside to doing so. If publishers wish to continue processing consumers’ personal data in order to monetize their content – and if advertisers wish to continue delivering targeted advertisements to individuals or measuring the effectiveness of contextual ads – then both parties will need to adapt their messaging to consumers to demonstrate the value consumers receive from the processing of their personal data.”

What a CCPA compliance solution requires

“What we’re trying to do as an industry is say what are the analytics and measurement type services that we can still provide,” Sepulveda told AdAge. “This is what everybody is trying to figure out­, how to come into compliance with the California law.”

“The tech for enabling the exercise of consumer rights under CCPA exists, it just needs to be modified for that purpose,” he shared with Campaign US. “We, as people and an industry, must solve for the law’s purpose – to increase consumer control and understanding of the use of their data. This is particularly important for those of us in the digital advertising industry because our ecosystem is complex, interconnected, and somewhat opaque.

We believe that a compliance solution requires four key elements:

1) Surfacing to consumers the fact that the company they are directly interacting with and third party companies are engaged in the collection and sale of their personal information when that is happening,

2) Ensuring that consumers have the option to bar any or all of them from “selling” (as CCPA defines it) that information,

3) Signaling those choices to the rest of the ecosystem, and

4) Creating legally binding obligations on all participants to respect those choices.”

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Rubicon and Telaria Merger Bolsters Efforts to Bring Accountability and Addressability to the Ecosystem

December 20, 2019 — by Jeremy Steinberg

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We applaud the announcement yesterday by two industry leaders, Rubicon and Telaria, which when combined, can bring walled garden scale to premium publishers while remaining “open” to the needs of the enterprise marketer.

Walled gardens are convenient, but they’re opaque. You don’t know what works, and you’re renting your own customer understanding. Advertisers deserve an open alternative—this merger creates a scaled sell-side offering on the open Internet.

CTV also certainly presents a massive growth opportunity with an advertising medium that extends the omnichannel capabilities that benefit marketers and consumers across all screens, while rewarding fairly the content creator and distributor that enables it. We look forward to working together to bring additional inventory to SOURCE to further help deliver the planning, targeting, creative management and analytic capabilities that marketers expect from TV.

As two of our flagship SOURCE launch partners, we believe the Rubicon and Telaria merger strengthens our collective efforts to bring 100 percent accountability and addressability to the supply chain by the end of 2020.

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Straight from the SOURCE Episode 2: The LiveRamp Partnership

December 18, 2019 — by MediaMath

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Welcome to the second episode of SFTS. In our first episode, we told you more about SOURCE by MediaMath, a platform bound by values, respect for people’s data, and a commitment to delivering transparent, accountable and addressable advertising to reach real people on real media. Today, we talk about our deepened partnership with LiveRamp, announced in early November, to drive increased addressability for marketers through integration of the company’s IdentityLink product with our proprietary ConnectedID solution. In another interview with our Global of Head of Ecosystem Jeremy Steinberg, he talks more about our open approach to identity and how we are working with LiveRamp to help marketers reach their audience with more scale, accuracy, and control. Watch more below.

SFTS – Episode 2: The LiveRamp Partnership from MediaMath on Vimeo.

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Straight from the SOURCE (SFTS) – Episode 1: What is Source?

December 10, 2019 — by MediaMath

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Two months after launching SOURCE by MediaMath, we are delivering on our promise of transparency and enhanced value proposition for those in the programmatic industry. It is fundamental to our continued success and momentum that our clients and partners understand the value of an accountable and addressable supply chain, powered by AI. Learn more from our Global Head of Ecosystem, Jeremy Steinberg, in the first episode of our “Straight from the SOURCE” video series:

SFTS – Episode 1: What is Source? from MediaMath on Vimeo.

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Doing Good Today – and Every Day After

December 3, 2019 — by Kiley Robbins

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Just a few months ago, we clarified and simplified our goals as a company and as leaders in our industry. As CEO Joe Zawadzki said, we believe “in the power of advertising to drive economic growth, to fund free content and press, to change hearts and minds, to do good.” In pledging to recreate a more transparent, accountable, and addressable supply chain in which better advertising can be both created and rewarded, SOURCE by MediaMath is a huge step toward making this a reality.

At MediaMath, we have been working to take this a step further through our philanthropic arm MediaMath.org. As a proud member of the Pledge 1% movement, we pledged 1% of time, product, and equity to social impact. Through these commitments, we’ve volunteered over 2000 hours and donated over $1m dollars to high-priority causes both through our corporate giving and employee donations and matching.

Our keynote giving program is Campaigns Count. For every 20 campaigns in our platform, we fund an eyesight-saving surgery for individuals who suffer from low vision or whose blindness is treatable. In September, we reached a huge milestone: funding surgeries for 5,000 people in some of the poorest regions of the world.

As with any large movement, we cannot do this alone. To drive the most social impact, we need all our employees and the wider community to think about how we all can do good with the resources we have. How can we truly build a community of givers? We have some ideas.

On this Giving Tuesday, we’re excited to launch a new addition to our giving programs. Starting today, we’re partnering with Good Today, enabling each one of our employees to become a philanthropist. Good Today is a non-profit platform making it easy and meaningful to give charity daily to hundreds of new causes and organizations across the globe. Starting today, every day at 11 am, our employees will receive a message on Slack explaining a cause and two charities that support it. With a click of a button, they choose how to donate 25 cents and join the wider Good Today community in driving impact.

One small act, when combined with a wider community, can create a huge effect. So, on this Giving Tuesday, how will you join us in doing Good Today and each day after?

Other Resources: Good Today Video