MediaMath

MediaMath is a demand-side platform (DSP) and data management platform (DMP) that provides programmatic advertising solutions for advertisers and agencies. Founded in 2007, the company pioneered programmatic advertising technology and was once valued at over USD 1 billion. MediaMath's platform enables advertisers to automate and optimize their ad buying across various digital channels, including web, mobile, and connected TV. The company's technology stack includes features such as AI-powered optimization, customizable workflows, and transparent media costs. In June 2023, MediaMath filed for Chapter 11 bankruptcy, owing over USD 125 million to creditors. Subsequently, in September 2023, adtech company Infillion acquired MediaMath's assets for USD 22 million.

Following the acquisition, Infillion integrated MediaMath into its portfolio of products, which includes TrueX, NeXt, and InStadium. The relaunched MediaMath, unveiled in April 2024, combines Infillion's first-party location data, zero-party survey data, and cross-device graph with MediaMath's existing audiences and identity solutions. The updated platform emphasizes a modular approach, allowing brands and retail media networks to customize the DSP to their specific needs. MediaMath's technology now includes Infillion's closed-loop location attribution capabilities and advanced media buying platform. The company aims to provide advertisers with an end-to-end solution that delivers unparalleled engagement and scale, premium inventory, and superior targeting and measurement.

Key customers and partnerships

MediaMath has worked with major brands such as Macy's, Staples, Sanofi, and T-Mobile. In April 2024, Walmart Connect, the omnichannel retail media business of Walmart México and Central America, integrated MediaMath's technology to power its Walmart DSP. This partnership allows advertisers to leverage Walmart's first-party audiences and curated supply for their campaigns.

Since its relaunch, MediaMath has reintegrated with 22 supply-side platforms, including major players like PubMatic and Magnite. The company has also resumed partnerships with measurement vendors such as DoubleVerify, Integral Ad Science, and LiveRamp. Additionally, MediaMath has signed agreements with multiple Fortune 100 brands and two agency holding companies outside of the "big six" to test its new technology.