MediaMath Spawns Agency to Use Its Tech Platform

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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."