MediaMath sharpens focus on Programmatic Video and Connected TV
October 11, 2018
MediaMath is making an aggressive push on the video front, with the activation of key initiatives around programmatic video and Connected TV by participating in thought leadership initiatives as a member of the IAB Digital Video Center of Excellence Board. The latest efforts further MediaMath’s commitment to transparency, and industry standards that ensure improved user experience and a consumer first marketplace.
“Joining organizations like the IAB Digital Video Center of Excellence allow us to be a guiding force for both the buy- and sell-side on setting best practices for audience-based TV buying solutions that puts preference in the center,” said Mike Fisher, Head of Video and Advanced TV, MediaMath. “We couldn’t be more delighted to have a voice in the important conversation around the challenges that come with automated TV inventory, and the opportunity to shape best practices for transacting in the programmatic TV space.”
Transacting in the Programmatic TV Arena
Maintaining control of their inventory is paramount to publishers. MediaMath’s Curated Market for TV provides the sell-side access to clients and digital programmatic video dollars in an environment where they are the end-seller and in control of their inventory. Working with traditional network groups including Sling TV, AT&T/DirecTV NOW, Discovery, Fox, and others, MediaMath executes campaigns that mirror a TV buy, while layering content to layer digital audience buying with premium content.
“Discovery is a leading TVE provider, available in 85M homes and containing a library of more than 40,000 titles from Discovery’s iconic real-life brands,” said Lauri Baker, SVP Sales, TV Everywhere, Discovery. “Through TVE we are revolutionizing cross-screen engagement. Leveraging partners like MediaMath will help us pioneer efficient, effective and transparent transactions of our premium video, making it easier for our advertisers to measure and scale their campaigns.”
A turnkey solution that’s shifting TV dollars to OTT, MediaMath Advertiser and Agency partners can access inventory from the leading TV networks they are already buying from, and enhance their buy with all the benefits of one tech stack .
“Programmatic spend across Sling TV has doubled in the past 6 months alone with more advertisers implementing contextual and addressable targeted campaigns in premium live linear and on-demand content. This number will only continue to grow as CTV adoption grows,” said Adam Lowy, Director of Media Sales at Sling TV.
Cutting Edge Applications:
- Personalization: Utilizing data sets or audiences, MediaMath identifies the OTT/CTV devices at a household level associated with that audience to ensure every impression is targetable and addressable on the TV screen
- Attribution measurement: tie back an exposure in CTV to omnichannel device graph, enabling post-exposure tracking, retargeting, and story-telling across all ad exposures on all devices
- TV executions that that span beyond specific networks: Enhanced MediaMath data assets coupled with utilization of a network’s own data via integrations used across the TV and OTT landscape
Connected TV Evolution
More than two thirds of US households own and use a device that connects their TV to the internet, that enables access the same content available on their traditional TV. Enabling 1:1 audience personalization, attribution measurement, and omni-channel retargeting are rapidly emerging as viable alternatives to a traditional reach + frequency standards for premium living room video.
Today, MediaMath is working with third party leaders in the CTV/OTT ecosystem to sync its understanding of a household and the users associated with the same household, to a common ID that can be used across all CTV/OTT apps. Identifying and reaching a specific audience or household is a key part of the Company’s overall omni-channel execution best-practices, and a core component of the Company’s vision for what TV through MediaMath looks like.
“As more true TV dollars shift from the upfronts to CTV and OTT, MediaMath will deliver solutions that look much more like TV than Digital,” maintains Fisher.
MediaMath is executing key initiatives, including the expansion of its open identity stack, reengineering the infrastructure that connects consumer touchpoints (including scaling activity in high growth channels such as connected television and digital out-of-home), and accelerating the broad adoption of artificial intelligence, which is a prerequisite to driving real business outcomes with consumer respect at scale.