UK Buy and Aus Appointment for MediaMath

US-based digital marketing services firm MediaMath has acquired UK-based social media ad platform Upcast; and has appointed programmatic ad specialist Stuart Bartram as its first Australian Country Manager.

MediaMath hit the acquisition trail in the spring with the purchase of French ad targeting firm Tactads, and since then has closed a $73.5m Series C round of funding earmarked for 'global expansion'. It has opened offices this year in Tokyo, Paris and Sydney, and bolstered its North American presence with senior appointments and a larger office in New York's 4 World Trade Center building.

The firm offers tools for digital ad buying, data management and other aspects of digital marketing and says Upcast's large-scale ad campaign creation, management and measurement solutions will expand its own offerings via the Facebook Exchange (FBX) and Twitter Tailored Audiences.

Upcast has offices in Singapore, Berlin, Dublin and Warsaw, and is a Facebook Preferred Marketing Developer (PMD) and Twitter Marketing Platform Partner. MediaMath COO Ari Buchalter comments: '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. We're excited to integrate their technology into the TerminalOne platform.' TerminalOne is billed as the 'Marketing Operating System' - a single platform through which marketers can 'effectively engage their target audiences across a fragmented media landscape.'

Patrick Dawson, Managing Partner of Upcast, comments: '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. 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.'


Bartram from online ad tech business Rubicon Project, where he was MD for Asia-Pacific; and worked previously at Salesforce, LinkedIn, Google and DoubleClick. He now reports directly to co-founder and Global Chief Revenue Officer, Eric Wasserman, who comments: 'Stuart is an early pioneer in programmatic - having launched DoubleClick's AdExchange for Google in 2008 - and his far-reaching industry expertise and wealth of knowledge will be invaluable to our clients in Australia, New Zealand, and beyond.'

The Australian office was initially staffed with a number of execs moving over from local advertising technology consultancy and partner firm, Kinected.

MediaMath was founded in 2007, has 14 global locations across five continents and is online at www.mediamath.com .