US-based digital media buying platform MediaMath has acquired the Advertising Decision Solutions (ADS) business of online management and measurement firm Akamai, including its data co-operative, staff and other assets, for an undisclosed sum.
Akamai's cloud platform has been designed to help enterprises provide secure user experiences on any device, anywhere. Through the acquisition MediaMath will extend its own data management platform, while enhancing its ability to offer 'pixel-free' targeting capabilities to help advertisers capture online audience and transaction intelligence.
MediaMath says the deal will also enable advertisers to improve the 'effectiveness and sophistication' of audience analysis, while using predictive insights to drive marketing performance across digital channels.
As part of the agreement, MediaMath will acquire all of the assets associated with Akamai's ADS business, and will integrate the Akamai ADS team into its workforce.
Joe Zawadzki (pictured), MediaMath CEO, comments: 'We're thrilled to welcome such a talented group of technologists, data scientists and online advertising professionals from Akamai's ADS team. The technology and talent, along with the data co-op, will further improve our platform's capabilities, and further improve our clients' business results.'
Web sites: www.mediamath.com and www.akamai.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.