MediaMath
MediaMath is a programmatic advertising Demand-Side Platform, now operating as the core Demand pillar of Infillion's agent-native composable advertising platform. It serves advertising agencies and major brand advertisers with automated real-time bidding, audience targeting, and multi-channel campaign execution globally.
- Company typePrivate
- Founded2007
- HeadquartersNew York, United States
- Headcount501–1,000
- GTM typeB2B
- OfferingSoftware
What MediaMath does
MediaMath, founded in 2007, pioneered the programmatic advertising industry as the first Demand-Side Platform (DSP), enabling automated real-time bidding for digital advertising across display, video, mobile, and CTV channels. The platform served advertising agencies and major brand advertisers with campaign management, audience targeting, and multi-channel execution, generating over $500M in Gross Ad Spend and $100M+ in Net Revenue in 2022 while being EBITDA positive. After accumulating over $500M in cumulative investment and an unsustainable debt load, MediaMath filed for Chapter 11 bankruptcy in 2023 with $125M+ in unpaid debts to over 200 partners.
Following Infillion's September 2023 acquisition of MediaMath's assets through a §363 bankruptcy proceeding, the platform was relaunched in April 2024 as the core Demand pillar of Infillion's first agent-native composable advertising platform. The rebuilt platform provides bidding, optimization, pacing, forecasting, audience targeting, and ad serving across all formats and channels, integrated with 190+ interoperable components spanning four pillars: Demand, Supply, Data, and Creative. Revenue is generated through programmatic platform fees charged to advertisers and agencies via a quote-based enterprise sales model with managed service, self-service, and AI-driven autonomous execution options.
The go-to-market targets enterprise agencies and brands, with additional vertical focus on retail media networks, commerce media networks, healthcare (Infillion Health), and local media. The platform is distributed globally across the US, UK, Germany, France, Australia, Japan, and Mexico, with notable partnerships including Walmart Connect Mexico and integrations with Experian identity, UID2, RampID, ID5, Peer39, and DoubleVerify. Technical differentiators include the Infillion Agent Connector (industry-first agent-native media execution built on MCP), Infillion Brain optimization engine, IDVx interactive video solution, and proprietary XGraph identity graph covering 250M+ U.S. individuals.
MediaMath firmographics
Firmographics- Name
- MediaMath
- Legal name
- MediaMath, Inc.
- Website
- https://infillion.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Acquired
- Headcount range
- 501–1,000 employees
- Short description
- MediaMath is a programmatic advertising Demand-Side Platform, now operating as the core Demand pillar of Infillion's agent-native composable advertising platform. It serves advertising agencies and major brand advertisers with automated real-time bidding, audience targeting, and multi-channel campaign execution globally.
- Ownership category
- akta.pro rank
MediaMath industry classification
Industry- Product category
- Programmatic Advertising Platform (Demand-Side Platform / DSP)
- NAICS
- Media Buying Agencies (54183)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Demand-Side Platforms (DSP) (BPAMALAB)
- akta.pro secondary industries
- Ad Insertion & Monetization (SCTE-35, DAI/SSAI) (MPAHAKAH), Media Processing at the Edge (Transcoding, Packaging, DRM at Edge) (HDABAGAD)
Keywords
Where MediaMath is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
MediaMath business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Others
Revenue model
- Programmatic Advertising Platform Fees: MediaMath generated revenue through its DSP platform by charging advertisers and agencies for programmatic media buying technology and services. In 2022, the company reported over $100M in Net Revenue.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels2 records
MediaMath product offering
Product offeringCore offering
MediaMath operates a demand-side platform (DSP) that enables advertisers and agencies to plan, execute, and optimize programmatic advertising campaigns through automated real-time bidding. The platform provides campaign decisioning, audience targeting, budget pacing, and ad serving across display, video, mobile, audio, and CTV channels. Following its 2023 acquisition by Infillion, MediaMath now serves as the core Demand pillar of Infillion's composable advertising platform, supporting managed service, self-service, and AI-agent-driven autonomous media execution via the Infillion Agent Connector built on MCP protocol.
Product overview
MediaMath operates as the core demand-side platform (DSP) within Infillion's first agent-native composable advertising platform. The platform provides programmatic advertising infrastructure with 190+ interoperable components organized into four pillars: Demand (bidding, optimization, campaign execution), Supply (inventory management, SSP integrations), Data (identity resolution, audience building, measurement via XGraph, Catalina, Arrival, Uplift), and Creative (interactive video via TrueX, IDVx, dynamic creative optimization). The architecture enables advertisers to compose their ideal marketing solution by mixing and matching components including MediaMath DSP, TrueX interactive video, Gimbal location intelligence, InStadium sports inventory, Catalina purchase data, and measurement tools. MediaMath supports managed service, self-service, and AI-driven autonomous execution through Infillion Agent Connector built on MCP protocol.
Differentiator
Problem solved
Functional benefit
Brands
- MediaMath DSP: Demand-side platform (DSP) technology for programmatic advertising, now operated as part of Infillion's platform. The DSP serves as the core Demand pillar of Infillion's composable advertising infrastructure.
- MediaMath Academy
- MediaMath Marketplace
Products and services
- Infillion MediaMath (DSP) Demand-side platform (DSP) providing bidding, optimization, pacing, forecasting, audience targeting, campaign decisioning, and ad serving across all formats and channels. Built as the first agent-native composable advertising platform enabling advertisers to compose their ideal marketing solution from interoperable components.
- Private Marketplaces (PMPs) / MediaMath Marketplace Curated supply marketplace within the MediaMath DSP providing access to premium programmatic inventory through private marketplace deals.
- Omnichannel Media Unified media activation across CTV, desktop, mobile, audio, and digital out-of-home channels through a single platform.
- MediaMath Academy Educational and certification platform for MediaMath traders and users.
Companies that use MediaMath
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
MediaMath technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability7 records
Feature1 record
MediaMath partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- InfillionflagshipInfillion acquired MediaMath's assets through a §363 bankruptcy proceeding in September 2023. MediaMath's DSP technology and infrastructure became the core of Infillion's Demand pillar, now being rebuilt as the industry's first agent-native execution platform. MediaMath had over $500M Gross Ad Spend and $100M Net Revenue in 2022 before filing for bankruptcy due to unsustainable debt load.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
MediaMath competitors and assessment
Company assessmentDirect peers
- The Trade Desk: The largest independent demand-side platform competing head-to-head with MediaMath for agency and brand advertiser programmatic spend. Both offer omnichannel DSP capabilities across display, video, CTV, and audio, with comparable enterprise sales motions and self-service tooling.
- Adform: Independent European-headquartered DSP offering comparable programmatic buying, creative, and identity capabilities to MediaMath. Adform is the closest independent DSP competitor outside The Trade Desk.
- Criteo: Commerce media platform with DSP capabilities and direct retail media network integrations. Competes with MediaMath in retail media and audience activation, with a similar transition toward agentic and AI-driven buying.
Broad incumbents
- Google Display & Video 360 (DV360): Google's enterprise DSP operating within the Google Ads stack. DV360 overlaps directly with MediaMath's programmatic media buying capabilities but benefits from Google's identity, supply, and AI infrastructure advantages.
- Amazon DSP: Amazon's DSP offering that competes with MediaMath for direct-to-brand programmatic spend, with structural advantages from Amazon's first-party shopper data and direct retail integration.
- Yahoo Advertising: Yahoo's advertising platform, which includes a DSP component competing with MediaMath. Operates within a broader portfolio of owned-and-operated properties (Yahoo, AOL, TechCrunch) alongside the programmatic offering.
- Adobe Advertising Cloud: Adobe's DSP offering integrated with Adobe Experience Cloud. Competes with MediaMath primarily in enterprise and Adobe-stack accounts, with stronger creative and analytics integration.
Others
- Pubmatic: Independent supply-side platform that is a MediaMath partner and counterparty rather than a direct competitor. Comparable in scale within the open-web programmatic ecosystem and relevant as a competitive DSP-disintermediation alternative.
- Magnite: Largest independent SSP for CTV and video inventory. Partner and counterpart to MediaMath's DSP rather than a direct competitor, but a meaningful comparable in the open-web programmatic infrastructure layer.
Emerging players
- Viant Technology: Independent programmatic advertising platform with DSP capabilities built around people-based identifiers. Comparable in scale and independent positioning, with overlap in omnichannel activation across CTV, video, and display.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
MediaMath social profiles
Digital presenceMediaMath financial estimates
Financial estimateRevenue estimate
Valuation estimate
MediaMath leadership team
Management profileNumber of profiles
Profiles10 records
MediaMath funding detail
Funding detailFunding overview
Funding rounds9 records
Investors14 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MediaMath M&A and investment
M&A and investmentM&A4 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MediaMath
What does MediaMath do?
MediaMath operates a demand-side platform (DSP) that enables advertisers and agencies to plan, execute, and optimize programmatic advertising campaigns through automated real-time bidding. The platform provides campaign decisioning, audience targeting, budget pacing, and ad serving across display, video, mobile, audio, and CTV channels. Following its 2023 acquisition by Infillion, MediaMath now serves as the core Demand pillar of Infillion's composable advertising platform, supporting managed service, self-service, and AI-agent-driven autonomous media execution via the Infillion Agent Connector built on MCP protocol.
Is MediaMath a public or private company?
MediaMath is a private company. It is classified as corporate owned and is currently acquired.
When was MediaMath founded?
MediaMath was founded in 2007. It employs 501 to 1,000 people.
Where is MediaMath based?
MediaMath is headquartered in New York, United States, in the North America region.
How does MediaMath make money?
One revenue line is on record: programmatic Advertising Platform Fees.
Who are MediaMath's main competitors?
Direct peers on record are The Trade Desk, Adform and Criteo. Broad incumbents are Google Display & Video 360 (DV360), Amazon DSP, Yahoo Advertising and Adobe Advertising Cloud. Others are Pubmatic and Magnite. Viant Technology is listed as an emerging player.
Does MediaMath have an API?
Yes. MediaMath operates as a demand-side platform within Infillion's composable advertising infrastructure, offering API-first execution that allows advertisers to integrate programmatic capabilities. The platform supports MCP (Model Context Protocol) for agentic media execution, enabling any AI agent to connect and operate through the platform for planning, bidding, and optimization. The platform exposes its decisioning layer as an open, API-accessible utility, allowing custom bidding algorithms and autonomous media buying. Developer documentation is at academy.mediamath.com.
What industry is MediaMath in?
MediaMath's product category is Programmatic Advertising Platform (Demand-Side Platform / DSP). Its primary akta.pro industry code is BPAMALAB, Demand-Side Platforms (DSP), with a secondary code of MPAHAKAH, Ad Insertion & Monetization (SCTE-35, DAI/SSAI). Its NAICS code is 54183 and its SIC code is 7310.