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

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Hi,When online retailers establish their multi channel strategy and they are using or will to use live chatbot to support their customers...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Thanks for nice information regarding Account-based Marketing. PRO IT MELBOURNE is best SEO Agency in Melbourne have a team of profession...

PRO IT MELBOURNE

Cultivating engaging content in Account-based Marketing (ABM)

Read more

The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...

Sergiu Alexei

The top 6 content challenges facing B2B firms

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in