MediaMath

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.

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

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

• Programmatic advertising
• Demand-side platform
• Real-time bidding
• Digital ad buying
• Media buying software

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Others

Revenue model

1. 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

Core 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.

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability7 records

Feature1 record

Partnerships

One partnership is on record.

• InfillionflagshipStrategic or Co-development Partner · 14 September 2023Infillion 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

Direct 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

• LinkedInlinkedin.com/company/mediamath
• Xx.com/mediamath
• Facebookfacebook.com/MediaMath

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds9 records

Investors14 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A4 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MediaMath