ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: EU commissioner updates on new EU-US data transfer agreement; MediaMath joins IBM’s UBX; DISH programmatic marketplace and SSP runs on IPONWEB; and mediasmart and TVTY combine DSP and technology.
IBM Universal Behavior Exchange integrates MediaMath
MediaMath joins IBM’s UBX as a certified partner. The integration of MediaMath’s TerminalOne marketing OS allows marketers to connect data across solutions for optimisation purposes.
“As part of the UBX ecosystem, we make it easy for MediaMath/IBM clients to gain an entire view of the customer”, says Mike Lamb, president, commercial, MediaMath. “We have seen huge performance benefits in media from this kind of linkage and are convinced there is a huge upside in using media-originated data to inform other channels.”
Data transfer between MediaMath and UBX is bi-directional and includes, amongst others, IBM’s commerce solutions Marketing Cloud, Engage Mobile, and Digital Analytics.
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