MediaMath, the leading global digital media-buying platform, and Akamai
Technologies, Inc. (NASDAQ: AKAM), today announced MediaMath's
acquisition of Akamai's Advertising Decision Solutions (ADS) data
cooperative which will augment MediaMath's industry-leading Data
Management Platform (DMP).
With today's news, the companies have also signed a multi-year
relationship whereby MediaMath will have exclusive rights to leverage
Akamai's pixel-free technology for use within digital advertising and
As part of the agreement, MediaMath will acquire substantially all of
the assets associated with Akamai's ADS business, and will integrate the
Akamai ADS team into its workforce.
"MediaMath's exclusive use of Akamai's pixel-free technology will enable
clients to scale their business more effectively, and help us make that
happen quickly," said Joe Zawadzki, MediaMath CEO. "We're thrilled to
welcome such a talented group of technologists, data scientists and
online advertising professionals from Akamai's ADS team. The technology
and talent, along with the data co-op, will further improve our
platform's capabilities, and further improve our clients' business
"We're excited to partner with MediaMath," said Mike Afergan, Akamai's
Senior Vice President & General Manager of the Web Experience Division.
"Together, we'll be able to provide our joint customers with an even
more effective set of tools to manage their data, understand their
audience, and help enhance the quality of online marketing campaigns."
As a result of the pixel-free technology partnership, MediaMath's
clients will gain access to more data for audience segmentation,
retargeting,and optimization, with quick and easy activation.
Advertisers currently on the Akamai Platform will not have to integrate
other pixels for audience and media performance tracking when using
TerminalOne, removing significant workflow and technology hurdles facing
media buyers and other technology platforms.
Pixel-free also provides advertisers the ability to capture audience and
transaction intelligence from 100 percent of their online pages. This is
a major increase compared to the 30 percent of traffic capture achieved
by pixel-based systems. The pixel-free approach is consistent with
privacy best practices, offering consumers a simple opt out choice.
MediaMath's acquisition of the Akamai data co-op allows advertisers to
improve the effectiveness and sophistication of audience analysis while
using predictive insights to drive greater marketing performance across
digital channels. Advertisers will also be able to build and leverage
their own bespoke data co-ops. The co-op platform will continue to
enable advertisers to control exactly how their data is used, bringing a
level of efficiency and transparency not available through existing
co-ops or opaque networks.
Financial terms of the transaction were not disclosed. LUMA Partners
acted as exclusive financial advisor to Akamai.
MediaMath's buying platform, TerminalOne, provides leading advertising
agencies and over one thousand brands - including half of the Fortune
500 - with the technology and back-office services to drive
transformative business results across display, video, mobile, and
social channels. These channels include Google AdExchange, Yahoo! Right
Media, Microsoft Ad Exchange, Facebook Exchange, The Rubicon Project,
AppNexus, PubMatic and hundreds of premium publishers like NBC, Fox
News, and Forbes. TerminalOne's OPEN architecture integrates with
hundreds of companies to provide a seamless media planning, data
management, and performance optimization solution.
Headquartered in New York, with offices in five countries, MediaMath is
a global leader in marketing technology. MediaMath has been included in
the INC. 500 Fastest Growing Companies, and has been named an AlwaysOn
"OnMedia 100" winner multiple times. MediaMath's investors include
Safeguard Scientifics (NYSE:SFE), QED Investors, Catalyst Investors and
Akamai® is the leading cloud platform for helping enterprises
provide secure, high-performing user experiences on any device,
anywhere. At the core of the Company's solutions is the Akamai
Intelligent Platform™ providing extensive reach, coupled with unmatched
reliability, security, visibility and expertise. Akamai removes the
complexities of connecting the increasingly mobile world, supporting
24/7 consumer demand, and enabling enterprises to securely leverage the
cloud. To learn more about how Akamai is accelerating the pace of
innovation in a hyperconnected world, please visit www.akamai.com
and follow @Akamai on Twitter.
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