B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Pinterest
  • WPP
  • AFL
  • Anthony Albanese
  • Thinkerbell
  • NRL
  • Federal Election
  • Cannes Lions
  • State of Origin
  • AI
  • B&T Women in Media
  • Spotlight on Sponsors
  • Channel 10
  • ARN
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Ad Tech Company MediaMath Acquires Audience Targeting Shop Rare Crowds
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > Ad Tech Company MediaMath Acquires Audience Targeting Shop Rare Crowds
Marketing

Ad Tech Company MediaMath Acquires Audience Targeting Shop Rare Crowds

Amelia Watts
Published on: 13th November 2014 at 9:56 AM
Amelia Watts
Share
2 Min Read
SHARE

Global ad technology company MediaMath has acquired Rare Crowds, a technology company building solutions to find marketer-defined target audiences across display, mobile, video and social.

Rare Crowds’ open source technology, OpenAdStack, uses combinatorial optimisation techniques and machine learning algorithms to find targeted media that is as close as possible to a perfect match against a marketer’s campaign goals and desired audiences. Integrated into MediaMath’s marketing operating system TerminalOne, Rare Crowds’ technology will enable marketers to reach their target audiences with greater accuracy and efficiency.

As part of the acquisition, Rare Crowds’ CEO and co-founder Eric Picard joins the MediaMath team as vice president of strategic partnerships. Picard brings nearly 20 years of experience as a product and strategy leader within the digital advertising arena, having held C-level and senior management roles at TRAFFIQ, Microsoft, and BlueStreak.

“I have been following MediaMath’s success since the company’s earliest days,” said Picard. “I couldn’t be more excited to join a market-leading company on the edge of innovation, whose commitment to delivering marketer outcomes is one I share. I look forward to helping drive the company’s growth as we look to bring the benefits of programmatic marketing into new parts of the ecosystem.”

Mike Lamb, chief commercial officer of MediaMath added:”We’re especially excited to have Eric leading our efforts to extend programmatic to address the full media plan. We think there’s a huge opportunity for new technology to transform media planning and buying. The combination of Eric’s experience and leadership with Rare Crowds technology brings us two steps closer to delivering game-changing new capabilities for our clients. We are thrilled to have Eric on board.”

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: AGE Isobar, Optus
Share

Latest News

Retail OOH Has Evolved, But We Still Plan & Buy Like Its 2015
24/06/2025
It’s Friday Wins Coles Owned Swaggle Pet Store Creative Account
24/06/2025
Tennis Legends Trade Serves For Slots In Charity Edition Of Tipping Point
24/06/2025
Fabulate Reveals The Fastest Growing Creators: “People Scroll Looking For Content That Feels Real”
24/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?