PubliGroupe, the Swiss-based vendor of marketing, media-sales and technology services, and MediaMath, the leading provider of digital-media trading technology and services, have formed Spree7, a European joint-venture company headquartered in Berlin. DeSilva+Phillips acted as PubliGroup's sole strategic and financial advisor on the deal.
PubliGroup forms partnership with leading demand-side platform provider MediaMath
30.03.2012 - Lausanne/New York/London/Berlin
PubliGroupe, a Swiss-based provider of marketing and media sales services, today signed a joint-venture agreement with MediaMath, the leading demand-side platform (DSP) provider that caters to marketers’ media buying needs. The partners have formed a new dedicated company in Berlin, Spree7 GmbH, to serve the markets of Germany, Austria and Switzerland (DACH). Spree7 will offer state-of-the-art media buying services to advertisers and agencies based on the industry-awarded MediaMath technology. The unit will launch its operations by Mid-April.
The underlying concept of programmatic media buying with Spree7 is real-time bidding (RTB), a technology that enables dynamic bids for specific advertising impressions as they occur in the browser in real-time rather than bulk-buying impressions on websites or ad networks based at a pre-negotiated price. Pioneered by MediaMath in the US, RTB is a game-changing technology that powers nearly 10% of all display media transactions globally. The benefits of RTB are increased transparency, improved targeting methods, more efficient workflows and more effective advertising thanks to constant optimisation on a real time basis. Spree7 helps advertisers and agencies to realise these benefits by applying best of breed technology to sophisticated client objectives. PubliGroupe owns 80% of the new entity, while MediaMath owns 20%.
The independent Forrester research group recently identified the technology ‘TerminalOne’ from MediaMath as a leading DSP platform, bringing together all the digital media, data management and analytics an advertiser needs to drive better results for branding, direct response and full-funnel marketing.
Renato Martignoni, COO at Digital & Marketing Services at PubliGroupe, commented: “MediaMath has developed the global leading demand-side platform (DSP) and we are delighted that we can act as their preferred partner in the DACH region. With our sales network in these markets and the set-up of a dedicated team of digital marketing professionals in Berlin, we will help marketing experts make more efficient and effective marketing decisions, thereby fully living up to our mission of making marketing more effective for our clients”.
Erich Wasserman, General Manager MediaMath EMEA, said: “Advertisers are constantly seeking to optimise their marketing. With PubliGroupe and the dedicated joint-company Spree7, we will focus on helping customers in the DACH region to profit from a technology that is all about driving business results. Our product will continue to support multiple and emerging media formats, and digital channels such as video, mobile and social. Whatever the channel, our DSP will optimise it while unifying metrics and enabling quick-to-market strategies.”
Headquartered in New York, MediaMath was founded in 2007 and is the leader in the demand-side platform (DSP) category. The company buys billions of highly targeted ads per month on behalf of dozens of top-tier agencies including all of the major agency holding companies. Major brands include American Express, Kellogg's, Prudential and Kayak.
The MediaMath buying platform, TerminalOne, provides advertising agencies and brands with the technology and back office services to trade effectively across all leading digital advertising channels. It includes a common interface and workflow, a data management layer that integrates marketer and third-party data, sophisticated algorithms and bid optimisation, and deep integrations with thousands of premium publishers and supply aggregators.
In Q4 2011, AdAge declared MediaMath the winner of the first Forrester Research DSP Wave report. http://www.mediamath.com/solutions/forresterwave/
MediaMath is a global company with additional offices in London, Boston, Chicago, Los Angeles and San Francisco. For more information visit www.mediamath.com.
PubliGroupe is a leading Swiss-based provider of marketing and media sales services, enabling advertisers to effectively reach their audience by optimising the return of their marketing spending and allowing media owners to effectively monetise their reach. It is a performance-oriented full-service provider, employing state-of-the-art data processing tools and information technology with the ultimate goal of making marketing processes more effective for its clients, be it in traditional or digital media. The company is organised into three client-oriented business segments: ‘Media Sales’, ‘Search & Find’ and ‘Digital & Marketing Services’. Each segment is responsible for its own profits and long-term performance. The holding company PubliGroupe is listed on the Swiss stock exchange SIX (PUBN). For more information visit www.publigroupe.com.