Page 20 - AeM_October_2019

COMPANIES & CAMPAIGNS

MediaMath sets out to change

marketing for the better with SOURCE

MediaMath, acclaimed independent advertising  Addressable by providing a single view of who a
technology company for brands, pledged to clean up the brand’s customers and prospects are—and the
digital media supply chain by committing to a 100% ability to access more of these audiences—across
accountable and addressable supply chain by the end of desktop, mobile, and TV through a consistent,
2020. portable user-level ID, always prioritizing privacy
and consumer respect. Effectively, connecting
“We set out to change marketing for the better. signal throughout the supply chain allows content
Unfortunately, the purity of our industry’s intentions when owners and advertisers to more effectively
we built the digital infrastructure have gotten lost in communicate their needs and transparently agree
fraud, waste, and irrelevance. It’s created more ads upon goals.
instead of good ads and minimized the value of quality
supply in its purest and most transparent form,” said Joe  AI-Powered to draw meaningful insights and
Zawadzki, CEO, MediaMath. “As some of the earliest detect real trends from huge data sets in a way
pioneers of programmatic, we feel called to help fix that requires less effort. The power of AI makes
what’s broken.” high-quality decisions fast and enables a cleaner
supply chain that empowers agencies, brands and
“Simply put, instead of brands being able to focus on
growing and deepening direct customer relationships, content owners with trusted, actionable and real-
much of their time is sucked up with the operational and time data.
service burdens of a broken ecosystem,” Zawadzki “SOURCE is a movement for the entire industry,
added. “The supply chain must be rearchitected to fuel propelled by the commitment our partners bring and
growth and health for brands and free creatives to our shared desire to clean-up the supply chain, and in
create, and in turn operate a more trustworthy return we will work to improve the economics around
ecosystem with aligned incentives for all.” doing so for them,” said Jeremy Steinberg, Global
Head of Ecosystem, MediaMath. “For too long, content
Hence, SOURCE by MediaMath has been launched to owners have not been incentivized to protect the quality
help brands and agencies reclaim powerful results from
digital marketing with less effort. SOURCE brings brands of their real estate. SOURCE puts brands, agencies,
and agencies closer to the original, pure source of their and content owners alike back on equal footing, all
media and is: sharing a common goal to engage consumers across
the globe and earn their trust.”
 Accountable by providing real impressions on real SOURCE by MediaMath sets new global industry
media properties, a transparent and fraud-free standards for media performance and significantly
supply chain from trusted content owners that gives improves engagement as brands and agencies tap into
brands full visibility into supply path mechanics and a premium, highly curated supply chain driven by
costs, modernized terms of trade, and supply chain market demand for addressable and accountable
technical standards that improve how every piece of audience reach. (Source: Mediamath) ◊
advertising works.
By MediaBUZZ

20 October 2019 - Micro-moments & Customer Journey