MediaMath snaps up second acquisition in a month

Ad and media management vendor acquires Rare Crowds, a programmatic ad tech vendor

MediaMath has made its second acquisition in a month, purchasing startup ad tech player, Rare Crowds, to extend its programmatic ad capabilities for brands.

Rare Crowds is an open source technology vendors that uses machine learning algorithms and optimisation tools to determine the best media to match a marketer’s campaign and audience targeting to.

The programmatic vendor launched just under two years ago and is led by CEO and co-founder, Eric Picard, a Microsoft veteran and founder of ad technology pioneer, Bluestreak. The company’s investors include founder and CMO of Underscore Marketing, Tom Hespos; Hulu SVP of sales and former IAB America chairman, Peter Naylor; founder and CEO of Mediasmith, David Smith ; and PopTent CEO, Nick Pahade.

Under the agreement, Picard joins MediaMath as its vice-president of strategic partnerships, a role which also encompasses its Akamai alliance. Financial terms of the deal have not been disclosed.

The acquisition comes just a month after MediaMath purchased social advertising management tool, Upcast Social, adding a social advertising capability layer into its core TerminalOne Marketing Operating System.

The buying spree has been made possible after MediaMath raised more than US$73 million in its latest investment funding round in July, bringing its total funding to $175m.

“I have been following MediaMath’s success since the company’s earliest days,” Picard said in a statement announcing the deal.

“I couldn't be more excited to join a market-leading company on the edge of innovation, whose commitment to delivering marketer outcomes is one I share. I look forward to helping drive the company's growth as we look to bring the benefits of programmatic marketing into new parts of the ecosystem.”

Programmatic advertising: Digital marketing’s saviour or real-time headache?

MediaMath chief commercial officer, Mike Lamb, said Picard’s appointment would help its efforts to extend programmatic ad buying across the full media spectrum.

“We think there's a huge opportunity for new technology to transform media planning and buying. The combination of Eric's experience and leadership with Rare Crowds technology brings us two steps closer to delivering game-changing new capabilities for our clients,” he said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

brunson5862@mail.ru

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in