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MediaMath joins IBM’s Universal Behavior Exchange platform

Digital media buying platform MediaMath has joined IBM’s Universal Behavior Exchange (UBX).

A key component of IBM Marketing Cloud, UBX allows marketers to easily connect data across their solutions to help them better understand and engage with their customers in the moment. UBX is supported by an open ecosystem of certified partners including MediaMath.

Through IBM’s Universal Behavior Exchange, (UBX), MediaMath can bi-directionally share data with IBM Commerce solutions such as IBM Marketing Cloud, IBM Engage Mobile, IBM Digital Analytics, and others.

According to a press statement from MediaMath, the integration between MediaMath’s TerminalOne and IBM will allow marketers to increase conversions with offers that are tailored to an individual consumer, online and in-store. It will allow marketers to  execute more personalised campaigns across email and paid media channels to improve customer experiences in real-time, protect their brand on social channels, and engage customers when they are most likely to convert.

“Industry thought leaders are anticipating the convergence of ad tech and martech, but together with MediaMath, we’re making it a reality,” said Jay Henderson, director, IBM Marketing Cloud.

“IBM’s roots in marketing automation, customer engagement, and digital analytics, coupled with MediaMath’s expertise in paid media represents a huge leap towards true omni-channel, customer-centric marketing.”

MediaMatters’ co-founder and managing partner Taji Zaminasli said, “MediaMath’s partnership with IBM has solidified one more way marketers can leverage the most relevant, on-point media possible, and allows for more more personalised display messaging for not only a better user experience, but a greater chance to increase ROI.”

Mike Lamb, president commercial, MediaMath said: “UBX represents a major step towards true customer-centric marketing and we are thrilled that IBM shares our vision. As part of the UBX ecosystem, we make it easy for MediaMath/IBM clients to gain an entire view of the customer. We have seen huge performance benefits in media from this kind of linkage and are convinced there is huge upside in using media originated data to inform other channels.”

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