MediaMath

MediaMath is the producer of the TerminalOne platform and the founder of the New Marketing Institute.

Company history

MediaMath was founded in 2007. The company was initially a bid manager through which agency holding companies and media buyers could access advertising exchanges to purchase leftover ad space available on online publications’ web sites. The company also developed financial instruments for use in the exchange market as it was first developing.[1] Stephanie Clifford wrote of the company that, “With some Wall Street-like analysis, advertisers can find individual Web surfers, figure out how much to pay to show them an ad and analyze how those ads have performed. Firms like [MediaMath] are working on analyzing which of those users might be attractive, then tracking how advertisements served to them perform.”[2]

In August 2009, MediaMath raised $12.5 million in venture capital funding, from sources including Safeguard Scientifics, QED Investors, and the Silicon Valley Bank. The funding was used in part to expand MediaMath’s own online exchange buying platform. The platform, TerminalOne, included a user interface and data management layer that combined third-party data with information provided by the buyer. Algorithms and bid optimization processes were used to refine purchasing decisions for the buyer, through the industry’s first demand-side media trading platform. The platform initially served several billion targeted ads per month.[3] In June 2014 MediaMath received $175 million in additional funding, with $73.5 coming from Spring Lake Equity Partners and the remainder from the Silicon Valley Bank.[4]

In 2011 the firm released Private MarketPlaces, which allowed the use of TerminalOne across all inventory sources in the advertising exchange market.[5] That year the firm was involved in about twenty billion impressions per day, with six billion per day coming in the Asian-Pacific region. The company runs data centers in North Bergen, New Jersey, Chicago, Palo Alto, Zurich, Paris, Hong Kong, and opened an additional offices in Tokyo and Singapore in 2014.[6][7][8] In 2013 the firm created the OPEN portal, which connects buyers to partner services and technologies.[9] The firm launched Adroit Digital in June 2013.[10] In May 2014 the firm created an app that allowed the input of social media data into its algorithms, specifically from Twitter.[11] The firm’s monthly offering of video impressions in 2014 was 60 billion.

Joe Zawadzki
Chief Executive OfficerMediaMath CEO Joe Zawadzki is a respected pioneer in the online marketing industry, known especially for establishing the demand-side platform sector. With his deep experience in audience targeting and optimization, ad networks and exchanges, and real-time bidding Joe is regularly invited to speak at industry conferences, roundtables and major events.

After a decade representing buyers at top-tier agencies and Fortune 500 companies, Joe Zawadzki saw the need to reshape the online marketing landscape by integrating technology, data, analytics, and marketing best practices into a single media platform. He founded MediaMath in 2007, launching a technological revolution with the first demand side platform (DSP) and today, the MediaMath Marketing Operating System, TerminalOne, powers the marketing practice of more than 3,500 brands.

Previously, Joe was founder, president and chairman of Poindexter Systems / [x+1], incubated Right Media, and as managing member of Occam’s Razor, shaped AOL’s yield management and DoubleClick’s buy-side optimization strategy.

His early career was spent as an investment banker, where he developed his expertise in quantitative analysis and market dynamics, and he remains an active New York technology investor whose portfolio includes AppNexus, AdSafe, 33Across, C3Metrics, Hashable, Accordant and Spruce Media.

Joe holds several patents in the area of online methods for dynamic segmentation and content presentation. He is a graduate of Harvard University and was a Teaching Fellow in cosmology, set theory and the history of science. He lives in New York City with his wife, Daria, and their children Dune and Jack, born on the summer and winter solstices respectively.