Programmatic advertising player MediaMath has announced an integrated set of initiatives designed to advance the next generation architecture for digital marketing.

The company is unveiling a range of investments in technology, people and relationships, as well as US$225 million in new financing, to accelerate its mission to connect marketers with consumers in a manner that is more effective, efficient and trusted.

The financing, led by Searchlight Capital Partners, provides strategic growth capital to accelerate the expansion of MediaMath’s demand-side platform and data management platform.

The funding will be delivered in two tranches to pursue both organic and inorganic growth initiatives. This financing brings MediaMath’s total capital invested to over US$500 million.

MediaMath CEO Joe Zawadzki (pictured above) said: “The marketing industry has reached a tipping point, with more than half of consumer time now spent on digitally connected devices, yet the challenges associated with connecting marketers with consumers to everyone’s benefit are still as palpable as ever.

“We’re excited to have the people, products and partners to successfully deliver on the promise of making ‘marketing everyone truly loves’ – from consumers to advertisers to all participants in between.”

MediaMath is also currently expanding its open identity stack, reengineering the infrastructure that connects consumer touch points (including scaling activity in high-growth channels such as connected TV and digital out of home), and accelerating the broad adoption of AI.

Furthermore, the company was recently selected by Dentsu Aegis Network to power its digital and programmatic business under the Amnet Audience Center (AAC).