DSP MediaMath Buys Creative Tools Provider Adroit Interactive

Mediamath

Demand side platforms are becoming a hot niche operating along the ad network/ad exchange divide lately, MediaMath is hoping to broaden its DSP offerings by acquiring custom ad provider Adroit Interactive. As MediaMath CEO Joe Zawadzki tells Clickz, MediaMath has been able to handle the buying part of the DSP equation pretty well. But it can better build its business with Adroit’s creative tools as part of a wider combination of services.

Essentially, New York-based MediaMath markets its DSP services to media buying agencies, with the promise of bringing together a wide range of internal and third party analytics. Last August, the company secured $12.5 million in a mix of venture capital and debt.

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