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 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

Designing for a cashless society

More movement has been made toward a cashless society recently, and already we are starting to see enormous implications across our society.

Katja Forbes

Founder and chief, sfyte

Setting advertising objectives for financial performance

I’ll often be talking to clients and at some point say, ‘the most important thing is justifying price’. Then moments later, ‘the most important thing is increasing the size of your customer base’.

Kyle Ross

Strategist, TRP

5 common mistakes to avoid in scalable customer experience

CX is about future-proofing your business by ensuring that your commercial model is always looped into your customers' needs, perceptions, values, beliefs, motivators, and detractors.

Tom Uhlhorn

Founder and strategy director, Tiny CX

This is pure vomit material. Self congratulatory blurbs. No evidence of any innovation or actual value created. Most marketers have compl...

Bobbo

Announcing the CMO50 for 2018

Read more

Unfortunately, the title "AdTech Magic Quadrant" is misleading as it only represent a fraction of the ecosystem. It it is a useful docume...

Ludovic Leforestier

Report: Gartner recognises the best adtech players in Magic Quadrant

Read more

Thanks for writing about chatbots. Definitely bots have the exciting future when it comes to customer engagement, transactional and conve...

Giridhar Prathap Reddy

Australian Open chalks up strong ticket sales with chatbot

Read more

Hello, where are the explanations of all the levels explained? I'd like to review this with a couple of colleagues. Thanks.

Melinda Gonzalez

CMO launches CMO CX, debuts customer experience maturity assessment

Read more

A great and accurate commentary - today we rarely get true personalisation. On web journeys cookies or logins remember who we are, what w...

Ian Moyse

Salesforce: Personalisation is a long way off what consumers now expect

Read more

Latest Podcast

More podcasts

Sign in