Infillion Relaunches MediaMath

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Infillion, a full-service technology platform that assists advertisers in elevating their media plans, has officially relaunched MediaMath, the demand-side platform (DSP) it purchased out of bankruptcy in August last year for $22 million. Advertisers can now access it through Infillion’s end-to-end platform. To enhance audience addressability, the ad tech company, which provides out-of-home advertising solutions for live sports, connected TV, and display, has integrated its data and capabilities into MediaMath.

Infillion relaunches its acquired demand-side platform (DSP) MediaMath

The most recent version of MediaMath integrates MediaMath’s audiences and identity solutions with Infillion’s first-party location data, zero-party survey data, and cross-device graph. Additionally, it highlights a DSP that is modular so that retail media networks and brands can tailor it to their specific requirements.

With the addition of MediaMath to Infillion’s current line of products, which includes TrueX, NeXt, and InStadium, advertisers now have access to a single platform for future-proofed programmatic and creative solutions that are tailored to their unique KPIs and objectives. A network of alliances that support MediaMath’s data sets and ID-neutral audience building are also included with the relaunch.

Main Features of the DSP

The following are the main features that set the new DSP apart:

Retail media networks and legacy brands can create their own custom tech stacks for enhanced campaign control thanks to MediaMath’s modular, API-first solution.
MediaMath’s stringent privacy compliance protects advertisers who run media globally across any regulated vertical, such as pharma, political, kids, gambling, and alcohol.
As the industry gets ready for the cookieless future, Infillion’s first-party location and zero-party survey data, combined with MediaMath Audiences, MediaMath ConnectID, and Infillion’s XGraph, allows advertisers to expand addressability through its flexible identity core.

Additionally, MediaMath’s dedication to privacy compliance guarantees that international advertisers can confidently navigate regulated industries. By offering more precise insights into the supply chain, the platform’s transparency initiatives seek to decrease media waste. Advertisers can access curated omnichannel inventory suited to their particular verticals and KPIs via the MediaMath Marketplace.

Reducing media waste

Using technology developed by MediaMath, Infillion addresses the major issues that contemporary marketers face, like the requirement for greater supply chain transparency in order to reduce media waste. Advertisers can access omnichannel inventory that is curated according to their KPIs and verticals through MediaMath Marketplace. The reopening of MediaMath Academy, which provides comprehensive instruction, certification, and hiring advice to programmatic novices as well as industry veterans, was also announced by MediaMath by Infillion.

MediaMath’s AI performance model – The Brain

The Brain, a proprietary AI performance model developed by MediaMath, powers the platform, which automatically allots funds to the top-performing plans and channels. In order to guarantee a larger percentage of working media dollars free from owned-media bias, the platform additionally offers greater transparency regarding media costs and log-level data transparency. Over 20 supply-side platforms (SSPs) have been reintegrated by MediaMath to date, and during the last quarter, the company’s monthly spend on the platform has doubled.

Unlike other global media buying platforms, Infillion combines the industry-leading data and technology of MediaMath with the interactive video and CTV technological expertise of TrueX. Infillion provides high-end managed- and self-service media solutions that ensure attention in a complicated media environment, catering to more than 1,400 top agencies and brands globally. With its headquarters in New York City, Infillion is a company that produces cutting-edge products, including the location-based technology Gimbal. Infillion, named one of Fast Company’s Most Innovative Companies 2024, is a leader in the advertising, marketing, and media industries.

Author Profile

Netra: Netra is a Dual Masters graduate in International Business and Marketing. She is a content-writing enthusiast and a social media addict. In her downtime, you will find her headbanging to Pop songs from around the world. She is also a sports fanatic and especially loves F1, Volleyball, and Cricket. Her hobbies are baking and watching Anime.