January 24th, 2013
Today, Akamai Technologies, Inc., announced the sale of substantially all of the assets of Akamai’s Advertising Decision Solutions (ADS) business to MediaMath, Inc., a leading digital media buying platform. The ADS data co-op will bolster MediaMath’s Data Management Platform (DMP) and enable advertisers to attain greater insights from their own data by modeling it against the co-op’s unique data set. The predictive insights produced will drive greater marketing performance across all digital channels.
As part of the transaction, the two companies have forged a multi-year relationship whereby MediaMath has exclusive rights to leverage Akamai’s pixel-free technology for use within digital advertising and marketing applications. Together the two companies will be able to provide their joint customers with an even more effective set of tools to manage their data, better understand their audience, and help enhance the quality of online marketing campaigns.
Back in 2010, we highlighted the need to combine data management capabilities with media buying to effect a true platform (as in Demand Side Platform). This transaction significantly augments MediaMath’s capabilities and scale.
LUMA Partners acted as exclusive financial advisor to Akamai.