Infillion Relaunches Its Acquired DSP, MediaMath
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.
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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.
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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.
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Infillion Acquires MediaMath After $22M Bid Bankruptcy Deal
The ad tech company Infillion was identified as the top contender to acquire the recently insolvent DSP MediaMath during bankruptcy proceedings on August 23. Given that the company was originally valued at $1 billion, the company’s winning bid of $22 million was a great deal. According to Digiday, MediaMath CEO Joe Zawadski’s investment fund company, AperiumVentures, provided advice on the acquisition. Additionally, he sparked the idea that the ad tech expert would try to get back in touch with the business he created more than 15 years ago. According to court records, Genius Sports, a London-based provider of sports data and video streaming, placed the second-highest bid for MediaMath assets for $20.55 million.
On June 30, MediaMath submitted a Chapter 11 petition. The DSP service provider has a new home thanks to Infillion’s acquisition. The Delaware bankruptcy court accepted Infillion’s cash offer for MediaMath’s DSP and DMP holdings on August 23. One of the ad tech stories this year has also been concluded by a bankruptcy filing. Dozens of businesses have lost money as a result of one of the most well-known names in ad tech’s Chapter 11 procedures. Some others even speculate about what it indicates for the most vibrant industry in digital media.
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MediaMath’s Downfall
MediaMath has 16 years of experience in the ad tech sector. However, it has recently had trouble keeping up with rivals like Google, Amazon, and The Trade Desk. It was unable to collect the required cash despite seeking more money a while ago this year and almost concluding a $70 million deal with a possible acquirer. The upshot was that the business filed for bankruptcy, which unfortunately resulted in the loss of nearly 300 employees.
MediaMath was one of the early pioneers in ad tech. It is usually regarded as the very first DSP in the sector. Thus, MediaMath’s surprising Chapter 11 filing roughly two months ago is what prompted the sale. This dramatic tale comes to a close with Infillion’s acquisition as the company’s former customers left. For the latter, the Infillion-MediaMath merger represents a remarkable fall from grace. Infillion will provide a modest 2% of MediaMath’s peak value.
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Infillion’s Acquisition of MediaMath
It makes sense for Infillion to include MediaMath in its ad tech portfolio. The location data business Gimbal and the video ad tech platform TrueX gave birth to the video advertising platform. It focuses on the interactive advertising units that Gimbal purchased from Disney. A year ago, Gimbal and TrueX changed their names to become Infillion.
The 15-year-old demand-side platform that MediaMath brings to the story will enable Infillion’s programmatic ad tech stack to take shape. However, the business revealed in its bankruptcy filings that it owed over $125 million in trade obligations to a number of corporations. They include Google, Microsoft’s Xandr, and ad tech firms including PubMatic and Magnite. What will transpire to these outstanding invoices is still up for discussion as Infillion might be interested in rekindling those ties. Infillion is yet to confirm the accountability for MediaMath’s outstanding debt.
Positive outlook
Infillion’s founder and executive chairman, Rob Emrich, stated that the company anticipates MediaMath would be in a good spot to expand under new management. In the course of the auction on Wednesday, Emrich expressed his opinion that over the following five years, the MediaMath tech stack will produce $1 billion in inventory traffic, data fees, and hosting contracts.
Our current financial model calls for an additional $30 million [sic] There will be operating losses in the next three years as we bring this business back. Plus an additional $40 million [sic] In working capital.
In any case, Infillion seems certain that it can resurrect MediaMath’s advertising technology and start a new chapter. Whether the acquisition turns out to be profitable or a major oversight on Infillion’s part, only time will tell.
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