MediaMath are the latest of the exchange players to join the migration towards programmatic video with the acquisition of Tap.me, a Chicago-based mobile and video technology company that was founded in 2010. MediaMath have been offering video for a year now, but the company has been using Liverail for video ad serving, so — with all due respect to the highly regarded Liverail — it seemed inevitable that MediaMath would either build or acquire their own tech.
Video advertising has of course been traded programmatically for some time now, most notably through video specialists like Adap.tv, Brightroll, Liverail, SpotXchange and Tubemogul, and also through multichannel DSPs like Turn and the various agency trading desks (typically powered by tech provided by Google, Appnexus and Iponweb). MediaMath’s increased focus on video next year will help to heighten demand for inventory across the various video exchanges.
Tap.Me have been using their tech for mobile and video advertising for the last two years, with a focus on in-game placements. That ad serving capability will now be integrated into MediaMath’s buying platform, TerminalOne, and the team behind it, will join MediaMath. Tap.Me CEO Matt Spiegel joins MediaMath’s executive team as ‘SVP and GM of Open’, MediaMath’s platform for ‘digital interoperability’ (i.e. ad tech partnerships and apps), and will oversee MediaMath’s operations in the US’s Mid-West region.
MediaMath also say the acquisition will provide strategic benefits, providing them with a Chicago hub in the US’s third largest media market.
“As marketers are increasingly turning their focus to mobile and video, Tap.Me has built technology that makes it easy for marketers to deliver their message in these environments,” said Joe Zawadzki, MediaMath CEO. “By adding their technology and brilliant engineering team, we’re building a better platform that gives advertisers the ability to buy across all digital marketing channels from one single platform.”