Dive Brief:
- MediaMath bought Spree7, a Berlin-based programmatic implementation firm, giving it immediate access to the German, Austrian and Swiss programmatic marketplace.
- Spree7 was founded in 2012 by PubliGroupe, which was bought by Swisscom last year.
- In other recent MediaMath news, its Terminal One, a “Bloomberg Terminal for marketing,” was integrated into Oracle’s Eloqua and Responsys email marketing solutions.
Dive Insight:
MediaMath purchased a direct ticket to the programmatic marketplaces in Germany, Austria and Switzerland with its acquisition of Berlin-based programmatic implementation firm Spree7.
“Increasingly, multinational brands demand their ad tech vendors and partners have parallel reach and scale,” Dave Reed, MediaMath’s managing director for the region told Venture Beat. “We have already worked extensively with Spree7, and we highly value their local market knowledge and programmatic expertise,” Reed said. “We are also excited to build on our close partnership with Swisscom.”
In August MediaMath launched its Terminal One product, likened to a “Bloomberg Terminal for marketing. At the time Joe Zawadzki, founder and CEO of MediaMath, told Forbes, “The big insight was that ultimately, in the same way that the financial world uses software to run their business, that the marketing world would ultimately get comfortable with using software to run their business.”
Pogrammatic ad buying has gained widespread traction. An AppNexus report from earlier this year found the overall programmatic market will grow by 111% over the next three years. However, it is still somewhat misunderstood. In fact, a study from Circle Research and commissioned by AppNexus, WARC DDMAlliance and IAB Europe found 44% of respondents reported having little or no understanding of how programmatic works.