Akamai Technologies, one of the leaders in cloud-based optimization services and MediaMath, the leading global digital platform for media-buying, announced that Akamai’s Advertising Decision Solutions (ADS) data cooperative solution would be acquired by MediaMath.
As part of this deal, MediaMath will slowly integrate all the assets associated with Akamai ADS into its industry-leading Data Management Platform (DMP). Apart from this, MediaMath already has got the exclusive rights to Akamai’s pixel-free technology and integration of these technologies will allow MediaMath’s customers to get more data for audience segmentation, retargeting and optimization options. This pixel-free technology will enable capturing data from the complete set of website viewers as compared to the 30% that the pixel technology could capture.
Both Akamai and MediaMath stated that they were happy with the deal and while the financial terms of the transaction are not disclosed, the complete ADS team of Akamai will join MediaMath’s employee workforce.