MediaMath announced as first demand-side partner to integrate Audiences by Skimlinks data targeting solution
Brand advertisers working with MediaMath to gain first access to high-converting data segments
Dec 09, 2015, 09:03 ET
NEW YORK and LONDON, Dec. 9, 2015 /PRNewswire/ -- MediaMath, creator of the TerminalOne Marketing Operating System™ for digital marketers, today announced its partnership with Skimlinks, the content monetization platform used by more than 55,000 digital publishers. Following the deal, MediaMath's brand and agency clients will be able to access Audiences by Skimlinks, the programmatic audience targeting service for advertisers.
MediaMath is the first demand-side platform (DSP) to directly integrate Audiences by Skimlinks into its TerminalOne Marketing Operating System™, which affords agency and brand clients much faster access to the latest segments, directly impacting MediaMath's customers who will be able to understand consumer online behaviors as they happen. The integration also gives MediaMath exclusive, first-look access to more than 500 brand-level intent segments. This provides advertisers with the ability to target audiences based on the brands they want to buy or are about to buy.
Audiences by Skimlinks offers brands and agencies around the world access to a rich taxonomy of high-converting audience segments built from the anonymous browsing, clicking and conversion data of more than 1.3 billion unique users engaging with content across the Skimlinks publisher network. The segments will enable advertisers to target unique, high-reach audience segments at brand and product category levels throughout their purchase journey.
Aruna Paramasivam, Senior Director of Data and Tech Partnerships at MediaMath, said: "Working with Skimlinks is an exciting opportunity for us to tap into some of the most sophisticated data sources available, allowing us to power even more successful performance marketing campaigns, using the strong purchase intent signals. MediaMath is committed to bringing unique and exciting data offerings and we are excited to be the first platform to be showcasing Skimlinks segments, especially given our extensive retail practice."
Alicia Navarro, CEO and co-founder of Skimlinks, said of the partnership: "As a new player in the audience data space, we wanted to kick-off with a DSP that could give us the broadest access to top tier advertisers and trading desks, and that understood the value and impact our rich transaction-based intent data could deliver to advertisers. Our partnership with MediaMath will see our brand-level and product category-level audience segments accessible quickly and broadly, and will start to positively impact the performance of programmatic campaigns for those using MediaMath to work with data partners."
Skimlinks' publisher network spans over 1.5 million websites globally, enabling the capture of purchase intent signals from more than 1.3 billion unique users every month. Skimlinks' technology is used to automatically monetize their commerce-related content. For example, it instantly turns brand and product-related links into affiliate links, on-click, to enable the publisher to be rewarded for any sales they send to a Skimlinks retailer partner. This means its data is driven by the content users are engaging with, rather than the ads around that content, which offers more powerful indicators of interest and intent and thus more relevant, better-performing campaigns.
Founded in 2007, Skimlinks creates native monetization solutions for publishers, rewarding them for any e-commerce they drive by automatically turning product links and references into trackable affiliate links. Integrated with more than 20,000 merchants, Skimlinks processes 300 million clicks a month on over 1.5 million sites around the web. Skimlinks' technology helps publishers like Time Inc, Gawker Media, Conde Nast, Hearst Digital and The Huffington Post earn revenue and gain insights from their commerce-related content. Last year, the company drove $625M worth of e-commerce through its platform. Skimlinks is a team of more than 80 with offices in London, San Francisco and New York. Learn more at www.skimlinks.com.
MediaMath (mediamath.com) is a global technology company that's leading the movement to revolutionize traditional marketing and drive transformative results for marketers through its TerminalOne Marketing Operating System™. A pioneer in the industry for introducing the first Demand-Side Platform (DSP) with the company's founding in 2007, MediaMath is the only company of its kind to empower marketers with an extensible, open platform to unleash the power of goal-based marketing at scale, transparently across the enterprise. TerminalOne activates data, automates execution, and optimizes interactions across all addressable media, delivering superior performance, transparency, and control to all marketers and better, more individualized experiences for consumers. MediaMath has delivered triple-digit year-over-year growth since inception. It has a seasoned management team leading 12 global locations across five continents. Key clients include every major agency holding company, operating agency, and top brands across verticals.
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