MediaMath acquires Upcast Social to expand DMP stack

Company acquisition just the latest example of rampant consolidation in the ad technology management space as vendors strive to tackle cross-channel engagement

MediaMath has acquired social advertising management tool, Upcast Social, to further build out its digital advertising technology platform for brands and agencies.

According to a statement, the UK-based Upcast Social is a marketing platform partner with both Facebook and Twitter and has offices in London, Singapore and Berlin. Its international client base includes DR telecom and Notonthehighstreet.com, while regional customers include mSix and Dentsu Mobius.

MediaMath chief operating officer, Ari Buchalter, said the acquisition was about growing its capabilities in the digital marketing sphere by adding more social tools into the mix. The vendor claims Upcast will help lift the profile of its TerminalOne digital marketing management platform as a centralised operating system.

"We evaluated dozens of companies in search of a market leader integrated with multiple platforms, with robust and flexible technology, a proven best-in-class product, a truly global presence, and a strong team with a proven track record. Upcast was far and away the clear choice,” Buchalter said.

“We’re excited to integrate this technology into the TerminalOne platform."

MediaMath is competing in a crowded pool of players in the data management platform (DMP) space, several of which have recently been snapped up by larger marketing cloud players including BlueKai, now owned by Oracle, and X+1 now owned by Rocket Fuel.

Many in the DMP space are also rapidly acquiring smaller startups in order to quickly add new cross-device and ad targeting capabilities into their technology stack.

For example, earlier this week, rival DMP player, Lotame, launched its new Cross-Device technology, which is designed to connect digital devices together and open up new targeting and monetisation options for advertisers and publishers. The new solution was based on technology acquired by Lotame through AdMobius earlier this year and is integrated with its DMP offering.

Fellow DMP vendor, IgnitionOne, also acquired mobile marketing technology player, Human Demand, in August, to integrate into its Digital Marketing Suite.

Given the rise in social media advertising and need for marketers to have a cross-channel view of their activities and customers, the acquisition is a timely one for MediaMath.

In the press statement, the COO of MediaMath’s partner, Resonate, Andy Hunn, said he saw the deal as a way of advancing execution of cross-channel campaigns “with a more unified view of our customers’ advertising and audiences”.

“As social channels expand their advertising capabilities, marketers and brands will require the right technology partner that is capable of developing robust and differentiating features with great speed and agility,” said Patrick Dawson, Managing Partner of Upcast.

"By marrying Upcast's agile technology with TerminalOne, marketers gain a more complete view of their digital advertising, maximising scale and efficiency across all channels."

Earlier this month, MediaMath appointed former Rubicon chief, Stuart Bartram, as its first Australian country manager to spearhead expansion across the Asia-Pacific region.

The appointment comes five months after the vendor raised US$175 million in a Series C financing round to help with global growth plans.

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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

5 things every business can do to drive brand loyalty

If you’re in any customer-centric role, you’ll likely be familiar with the Net Promoter Score (NPS) – one of the most popular tools for brands to measure their customer sentiment.

Catherine Anderson

Chief customer officer, Powershop Australia

What the modern gig economy is doing to customer experience

Most marketing theory was established in the context of stable employment relationships. From front-line staff to marketing strategists and brand managers, employees generally enjoyed job security with classic benefits such as superannuation plans, stable income streams, employment rights, training, sabbaticals and long-service leave.

Dr Chris Baumann

Associate professor, Macquarie University

The new data hierarchy

We are all digital lab rats spewing treasure troves of personal data wherever we go.

Gerry Murray

Research director, marketing and sales technology services, IDC

Thank you! That was useful to know.

Belia Adam

Why your best social marketing brand tool could be hiding in plain sight

Read more

Because you are missing the point of the term "disruption"

Sean

Uber for the truckies: How one Aussie startup is disrupting the freight industry

Read more

Absolutely agree with this ... Facebook doesn't care what adds they show. You report an add for fake news/scam and it just remains "open...

Quasi Carbon

Unilever CMO threatens Facebook, Google with digital advertising boycott

Read more

How to create Pinball game in 4 minshttps://youtu.be/S1bsp7del3M

Alex Atmavan

Rethinking gamification in marketing

Read more

True Local - one of the least credible review sites on the entire internet.

MyNameIsStomp

Former Virgin Mobile CMO and CEO joins oOh! as first customer chief

Read more

Latest Podcast

More podcasts

Sign in