MediaMath Launches Curated Market To Enhance Audience Reach On Brand-Safe Content

MediaMath Launches Curated Market To Enhance Audience Reach On Brand-Safe Content

Programmatic marketing company MediaMath has announced the launch of a new product that unites advertisers’ need to gain access to their best customers and prospects at scale with the requirement that those audiences are reached in premium, high-quality media.

Curated Market offers to core components, the first being cross device-audience reach.

MediaMath clients rely on its Data Management Platform to manage their marketing messages to customers and prospects across channels and devices.

Curated Market will make those audiences available in real time to participating publishers, exchanges and SSPs. Those publishers have prioritised Curated Market demand and are able to immediately recognise and target those users.

The second component is high-quality, brand-safe and premium media.

Curated Market employs a stringent set of brand safety standards and protocols:

  • Focus on large-scale, high-quality publishers based on ComScore.
  • Privileged access to high-priority inventory in the publisher ad server.
  • Transparent, validated URLs only.
  • Most direct technical execution path to validated URLs.
  • A universal block list of restricted content.
  • Exclusion of most user-generated content, specifically in environments or on publishers that do not support content monitoring, verification and blocking.
  • Integrations with leading third-party verification platforms, including Integral Ad Science, DoubleVerify and Peer39, to provide brand safety filters
  • Proprietary suspicious traffic filter inside MediaMath’s platform.
  • Exclusion of sites or content promoting illegal activity, hateful or distasteful rhetoric.

To help ensure MediaMath stands by the brand safety promise, MediaMath clients using Curated Market will not pay for media if it does not meet the agreed upon criteria at the publisher level.

Specifically, if advertisers find their ads are run on previously determined unsafe inventory, they will be credited with a refund for those impressions by MediaMath.

Joe Zawadzki, chairman and CEO of MediaMath, said: “Digital advertising has long promised the ability to change how marketers interact with their customers, but the ubiquity of channels and content means marketers need to be more selective.

“The Curated Market offering provides transparency and hygiene in execution and reporting, audience addressability at scale, and accountability for actors in the digital ecosystem across all channels. It will change the way marketers think about buying ads.”

More than 7,000 advertisers (70 per cent of MediaMath’s client base) and 500 publishers are participating in the Curated Market at present.




Please login with linkedin to comment

AGE Isobar Curated Market

Latest News

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team
  • Marketing

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team

Thrive PR Melbourne has kicked off the year with new appointments, promotions and a new leadership team, marking the delivery of a transformation strategy that’s seen the agency diversify and strengthen its corporate, consumer and integrated digital service offering in Victoria. Lead image:  (L-R) – Sophie Maguire, Melanie Campbell, Nathan McGregor, Zoe Raknes, Erika Rutledge, […]

Leos Appoints Clare Pickens As CEO
  • Advertising

Leos Appoints Clare Pickens As CEO

Reports of Pickens demanding new corner office with wingback chair greatly exaggerated, says Publicis PR team.

Russel Howcroft & Freddie Young Headline AdMission Podcast
  • Advertising

Russel Howcroft & Freddie Young Headline AdMission Podcast

Iconic Australian ad guru Russel Howcroft and industry up-and-comer Freddie Young from Good One Creative have today launched their experimental, no spin advertising podcast, AdMission, in partnership with 9Podcasts. AdMission tells the uncensored stories behind the world’s most talked about brands, ideas, campaigns, advertising news and industry screw ups, as well as offering sharp insight […]

CPR First Aid Study: Weight Loss & Healthy Eating Among Most Googled Personal Goals
  • Marketing

CPR First Aid Study: Weight Loss & Healthy Eating Among Most Googled Personal Goals

According to a new study from CPR First Aid has revealed that Aussies’ most Googled personal goal in the summer is losing weight, new research has found. Their next most researched summer objective is healthy eating, followed by drinking more water. This time of the year, Aussies want to stop snoring and quit smoking more […]

Twilio: Customer Data Platforms Are “Critical Foundation” For AI-Driven Customer Insights
  • Technology

Twilio: Customer Data Platforms Are “Critical Foundation” For AI-Driven Customer Insights

Businesses are integrating customer data platforms with AI and analytics to personalise customer experiences and drive business success, according to a new report from Twilio Segment. Lead image: Kathryn Murphy, SVP of product and design, Twilio. The fifth annual Customer Data Platform Report, which reflects the findings of anonymised usage data from Twilio Segment’s more […]

Word of Mouth Digital Welcomes Six New Brands To Its Growing Portfolio
  • Marketing

Word of Mouth Digital Welcomes Six New Brands To Its Growing Portfolio

Word of Mouth Digital, a Sydney-based full-service digital marketing agency, has announced the addition of six diverse brands to its expanding client portfolio. Lead image: Alex and Tash Williams These new partnerships span various sectors, including pet care, cognitive health, home construction, wellness, and retail, showcasing the agency’s commitment to fostering growth through strategic collaboration […]