Dive Brief:
- Programmatic ad tech firm MediaMath is spinning the Shopper Collective segment of its Adroit Digital business unit into a new subsidiary called Helix. It will bring first-party data from around 300 companies, including about a third of the top 100 U.S. retailers, into its platform.
- Jacob Ross, previous head of Adroit Digital, will take the helm of Helix as president.
- Ross told Marketing Land that Helix has around 500 million active user profiles with data on about $10 billion in yearly e-commerce transactions.
Dive Insight:
“Programmatic’s success is built on the back of data – it is the fuel and exhaust of our industry,” Ross said in a statement. “Even after shifting significant budget, and making investments in and around programmatic strategies, advertisers still struggle with the limited scale of their own customer data and unreliability of third-party data. Helix is MediaMath’s answer to this problem: pooling high quality data that truly helps drive business outcomes.”
Helix will offer marketers predictive audiences, insights into target audiences that should aid performance measurement, and an integration with MediaMath’s TerminalOne programmatic platform.
According to MediaMath, current U.S. clients have immediate access to Helix, with other regions to be rolled out in stages.