Global tech company MediaMath has announced its acquisition of Upcast, a social advertising technology platform.
Upcast aims to further empower agencies and brands to take advantage of the growing digital marketing opportunities afforded by Facebook, Twitter, and other emerging social media companies.
Headquartered in the UK and with offices in Singapore, Berlin, Dublin, and Warsaw, Upcast is a Facebook Preferred Marketing Developer (PMD) and Twitter Marketing Platform Partner serving clients worldwide.
Through seamless integration with these social networks, Upcast enables marketers to create, manage, and optimise large-scale social advertising campaigns, and provides full visibility into campaign performance to help marketers improve ROI. The acquisition expands upon MediaMath’s current social offerings via the Facebook Exchange (FBX) and Twitter Tailored Audiences solutions.
“Our mission is to empower marketers with the tools to unify marketing efforts across all digital channels, and we felt it was critical to expand on our existing social offering with the acquisition of a leading platform in the space,” said Ari Buchalter, MediaMath’s chief operating officer. “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.”
“MediaMath has been a key Resonate partner in helping us engage audiences defined by our unique values and motivations data,” said Andy Hunn, chief operating officer of Resonate. “The acquisition of Upcast and their social media capabilities will significantly advance the execution of cross-channel campaigns with a more unified view of our customers’ advertising and audiences.”
The addition of Upcast’s social ad management tool reinforces TerminalOne’s position as the central operating system for marketers seeking a single platform that engages their target audiences across a fragmented media landscape.
“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,” said Patrick Dawson, managing partner of Upcast. “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.”
Grant Muckle, managing partner of Upcast, also commented: “MediaMath shares our vision for a dynamic, technology-driven, and SaaS-centric future for marketing, and we look forward to continuing to deliver on the promise of social media advertising as part of the MediaMath family.”