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The two brands will leverage each other’s platforms to capitalise on mutually beneficial opportunities beginning with programmatic
Digital marketing solutions provider, MediaMath and Adform, an advertising technology company, have entered into a global partnership. Marking a significant industry alliance, the move allows the two brands to leverage each other’s platforms to capitalise on mutually beneficial opportunities.
MediaMath’s TerminalOne users will be afforded access to publishers via the Adform system, profiting from increased programmatic supply globally, alongside the buy and sell-side tools while latter offers. In return, the former will provide Adform with global demand for its supply.
“Our global partnership with Adform will significantly increase the high quality PMP inventory our buyers can access through Deal Discovery, and the high impact ad formats Adform supplies will bring more brand advertisers into programmatic,” said Dan Larden, Senior Partnerships EMEA at MediaMath.
The partnership centres on MediaMath’s Deal Discovery tool available via the Open Partner Marketplace. The platform is a key differentiator for MediaMath and provides a centralised view of all private marketplace (PMP) opportunities in one user interface. Meanwhile, it allows buyers to research the best available PMP deals, and enables publishers to negotiate directly with buyers in a controlled environment.
With strong capabilities in rich media formats, Adform executes a large proportion of its creative through PMPs. The partnership integrates PMPs into Deal Discovery, giving MediaMath buyers access to Adform’s premium publisher inventory.
“MediaMath is an ideal demand partner for Adform due to its Open philosophy of connecting the best technologies in the market and its Deal Discovery tool, which provides a consolidated view of PMP opportunities,” said Martin Stockfleth Larsen, CMO at Adform.
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