Kepler will use MediaMath's ad tech platform as its media operating system.
DSP firm MediaMath has spawned an independent agency that will put its data-driven ad technology to work for brands. Kepler Group will be comprised of six staffers including CEO Rick Greenberg, and is set to launch officially June 1.
Kepler will use MediaMath's ad tech platform Terminal One as its media operating system, said Greenberg. The agency will have a separate ownership structure, management team, and office from MediaMath.
From ad serving and analytics to ad exchanges, "The natural evolution is advertisers will choose best of breed technology and have their agencies handle that," he said. "This is the dynamic MediaMath is starting to see play out."
While Greenberg would not name the new agency's clients, he noted that all nine are also MediaMath clients that will continue to license the company's real-time bidding technology.
"Our ideal client is really brand conscious... business impact oriented clients," said Greenberg.
MediaMath partnered with PubliGroupe to launch Spree7 in March, a similar outfit to serve Austrian, German and Swiss markets.
Greenberg said Kepler Group won't alienate MediaMath agency clients, stressing, "It's designed to underscore that MediaMath is a technology company that is used by agencies."
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
October 23, 2014
1:00pm ET/10:00am PT