Delivering on the Promise to Re-Architect Programmatic Advertising: MediaMath and IBM Watson Marketing Announce Media Optimizer, a New Solution Connecting AdTech and MarTech and Infusing “AI Everywhere”

October 2, 2018 — by MediaMath    

A year ago, MediaMath Founder and CEO Joe Zawadzki and IBM Chief Digital Officer Bob Lord stood on stage at DMEXCO and painted a picture of the future of marketing. The vision they laid out would solve many long-standing challenges that have prevented marketers from unlocking the full potential of brand engagement, and help them deliver marketing that customers would truly love. Those hurdles ranged from poorly-constructed, 20-year-old plumbing built on technology like pixels and redirects, to clunky workflows and siloed data, which have hampered the industry’s ability to delight consumers with fully personalized advertising. On that stage, the two companies committed to join forces to reshape the advertising industry by connecting paid and owned media into a single view of the end-to-end customer journey using AI-powered marketing technology.

It was a tall order, but over the last year, IBM Watson Marketing and MediaMath have made significant progress—and we have results to share. Together we have pooled our industry insight, data science expertise and software development prowess to build competitive offerings leveraging technologies across Artificial Intelligence and Cloud Infrastructure that are already delivering tangible marketing outcomes.

For the last 11 years, MediaMath has been pioneering technology innovations to connect marketers and consumers more effectively, promoting transparency and preserving trust with measurable, meaningful experiences that are responsive to consumer needs and wants. We are proud to call IBM Watson Marketing a partner in this endeavor, and today we’re excited to provide an update on what we’ve been up to.

Coming Soon: IBM Media Optimizer

Together we combine an open platform—purpose-built for marketers and powered by Watson intelligence—with scaled, brand-safe inventory, exclusive data and industry-leading training and support. Our joint technology enables marketers to reach the audiences they want, with the right messages at optimal times, with the scale they need to achieve the business outcomes they desire. In early pilots, campaigns are experiencing, on average, over 35 percent improved performance and 70 percent increased win rates.* These are real results, enjoyed by real marketers like you. Improved consumer experiences and programmatic marketing operations. Better decisions. Competitive advantage. Bottom-line results.

A bit more about what we’re actually building (learn more during IBM Watson Marketing and MediaMath Advertising Week New York presentations throughout this week):

  • IBM Media Optimizer, Powered by MediaMath: We’ve connected the MediaMath TerminalOne platform to provide a combined DSP and DMP that works seamlessly with the Watson Marketing stack. This is a complete AdTech-plus-MarTech solution, which includes these features:
    • Intelligent Bidder: Infused with Watson intelligence, Intelligent Bidder allows marketers to prioritize an endless range of unstructured attributes, from sentiment analysis to weather patterns, to optimize campaigns.
    • Universal Behavior Exchange (UBX): UBX is the component that enables bi-directional audience and event data transfer between Watson Marketing products and MediaMath’s DSP/DMP platform, creating a unified user identity across AdTech and MarTech solutions.

And that’s just the beginning. There’s so much more to come. Visit with IBM Watson Marketing and MediaMath at Advertising Week New York where we’ll present more details around these exciting updates. Sign up for ongoing updates at Thank you for joining us on this journey.

IBM Watson Marketing and MediaMath. Imagine that.

* Source: IBM Watson Customer Engagement 2018