October 16, 2014 – The digital-ad buying company Mediamath has acquired Upcast, a British ad-tech company with tight ties to Facebook and Twitter. Financial terms were not disclosed.
Mediamath’s signature product, the TerminalOne operating system, is used by marketers and advertising agencies to decide where to place ads online, execute a buy with a publisher site and track the ads’ effectiveness. However, until now, it did not have a path to buy on Facebook and Twitter as seamlessly as others.
Upcast is a preferred marketing developer with Facebook and a marketing platform partner with Twitter, giving them access to data from those companies that wasn’t previously part of TerminalOne.
“Our mission is to empower marketers with the tools to unify marketing efforts across all digital channels, and we felt it was critical to expand on our existing social offering with the acquisition of a leading platform in the space,” Mediamath Chief Operating Officer Ari Buchalter said in a prepared statement.
In June, Boston-based Spring Lake Equity Partners led a $73.5 million investment in Mediamath. That funding, coupled with a $105 million line of credit taken out by the company, was earmarked for acquisitions.
Upcast is retaining its brand for now, but Buchalter said their technology will be integrated into the Mediamath platform.