In its latest attempt to expand its product suites, digital media-buying platform, MediaMath has acquired Akamai’s Advertising Decision Solutions (ADS) data cooperative.
With this latest addition, MediaMath hopes to boost its offerings and its Data Management Platform (DMP).
As part of the agreement, MediaMath will gain all of the assets associated with Akamai’s ADS business, and will incorporate the Akamai ADS team into its workforce.
The multi-year relationship allows MediaMath exclusive rights to leverage on Akamai’s pixel-free technology which enables clients to gain access to more data for audience segmentation, retargeting, and optimisation and quick and easy activation.
The technology is already available in the US market and also exclusively to MediaMath clients and partners.
MediaMath claims that through the enhanced data capabilities, advertisers can build more detailed audience profiles and better integrate first and third party data.
“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,” Joe Zawadzki, MediaMath CEO said.
Mike Afergan, Akamai’s SVP & GM of the web experience division added: “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.”
MediaMath also recently promoted Erich Wasserman and Greg Williams (pictured) to lead commercial and partnership development for APAC, as part of its expansion process across the region.