MediaMath offers an advanced technological solution for purchasing advertising on connected television

Inventory control, improving measurement and the possibility of scaling campaigns are some of the advantages offered by the Curated Market tool.

A recent study by the consulting firm MTM reveals that by 2020, the penetration of connected television in Spain is expected to rise from the current 28% to 50%. Aware of this situation, MediaMath has decided to put its digital advertising focus on both connected television and programmatic videos. To achieve this, he is taking part in cutting-edge initiatives in the sector, such as being a member of the Board of the IAB Digital Video Center of Excellence.

With this, the company wants to reinforce its commitment to compliance with industry standards that guarantee a better user experience and an approach based on consumer first.

“Being part of organizations like IAB,” he points out. Mike Fisher, Head of Video and Advanced TV at MediaMath, "allows us to be the guide for all the actors involved in the digital advertising purchasing process and ensure that good practices are followed throughout the process in order to reach the desired audience through Connected Television. We could not be happier to have a voice in the important conversation about the challenges that arise with automated inventory for TV and the opportunity to shape best practices in the transactions that take place in the television advertising space."

Along with this, MediaMath develops digital advertising technological solutions for connected television and programmatic videos, which take into account all the needs of the parties involved.

In this sense, the tool Curated Market, offers, among other advantages, total control over inventory. In fact, it allows media to access customers and programmatic videos as end sellers. And along with inventory control, Curated Market offers transparency in the purchasing process, better measurement of campaigns, as well as their scaling, as well as personalization and execution in environments that go beyond 'traditional' TV such as Connected Television.

Connected television is experiencing significant increases in advertising investment. Internet TV, Sling TV, for example, has doubled its programmatic advertising budget in the last six months with advertisers implementing personalized digital campaigns in the premium content environment, both in live broadcasts and on demand. Figures that are expected to continue increasing with the greater implementation of connected television, as its sales manager, Adam Lowy, explains from Sling TV.

Junto a Sling TV, MediaMath, trabaja también en el mercado norteamericano con grandes compañías del sector de las telecomunicaciones como AT&T. Cadenas de televisión por cable (Discovery) o de pago (Fox). “Tener como socios a MediaMath nos ayuda a ser pioneros en la eficiencia, transparencia y efectividad de las transacciones dentro de nuestro servicio de contenidos premium. Además, facilita la medición y el escalado de las campañas”, afirma la responsable de Ventas de TV Everywhere de Discovery, Lauri Baker.

At the same time, MediaMath's advanced solution is migrating advertising investment in 'traditional' TV towards OTT services - those of free retransmission of audio, video or other content over the Internet and without the involvement of traditional operators in either the control or distribution of content. In this way, advertisers and agencies can access the inventory of the main television networks, with which they were already carrying out advertising campaigns, and improve their purchases thanks to all the benefits that this tool provides.

MediaMath advocates for customer-based programmatic advertising and delivering relevant and meaningful marketing experiences across all channels, formats and devices. Its technology is powered by advanced machine learning algorithms that buy, optimize and report in real time, allowing agencies and advertisers sophisticated access to first-party, second-party and third-party data, as well as billions of digital impressions through any channel.

Customers are supported by experts in solutions and services that simplify the activation of our technology. Since launching the first Demand Side Platform (DSP) in 2007, MediaMath has grown as a company to become a global company with around 700 employees and 15 locations in all regions of the world. Today, MediaMath offers its services, not only to the world's leading media agencies, but also to leading brands in each sector.