MediaMath at ATS Singapore 2017: “Education is essential to engage and empower today’s digital marketing professionals”

July 13, 2017: Singapore – Speaking on the opening panel at ATS
Singapore 2017 last
week on “The State of the Buy-Side: shifting relationships between the client,
technology, and service layer triumvirate,” Rahul Vasudev, Managing Director,
Asia Pacific, MediaMath, reiterated the importance of education to empower
marketers in the region with the ability to focus on business outcomes that are
truly relevant to them. Just last year, MediaMath launched the Asia Pacific
(APAC) hub of the New Marketing Institute (NMI), the company’s
own education and training arm, to advance programmatic know-how in the region
and train aspiring marketers to embrace programmatic techniques and
technologies.

“With technology constantly evolving, marketers
need to be aware of the various solutions available to them – and more
importantly, how they can use them to create value. We believe that
programmatic technology is a complimentary tool that marketers should leverage
to help focus on what their customers want and help them deliver true business
outcomes. With the advancement in programmatic technology, we are moving
towards that sweet spot one step at a time,” added Vasudev.

He further elaborated how the course modules at
NMI not only focus on basic programmatic knowledge, but are also on content
relevant for the modern, advanced marketer. “We need to help the marketers
understand each stage of the consumer’s journey, down to the level of what
consumers are actually purchasing and their individual preferences, instead of
relying on increasingly irrelevant media metrics. The NMI courses focused on
marketers, helps guide the way towards that end.”

Additionally, Vasudev commented on whether
adtech is becoming increasingly commoditized; “with quality expectations coming
from marketers, technology has to stand out through consistant innovation and
needs to reach a certain scale before it can be really cutting-edge.” Built
over a database of more than a billion consumers, MediaMath recently launched its suite of audience solutions, MediaMath Audiences, in
Australia, India, New Zealand, and Singapore, to help advertisers improve the
performance and reach of their marketing campaigns. MediaMath Audiences enables
its clients to easily activate against highly predictive audiences, in a truly
omni-channel way.

MediaMath’s technology and services
help brands and their agencies drive business outcomes through programmatic
marketing. We believe that good advertising is customer-centric, delivering
relevant and meaningful marketing experiences across channels, formats and
devices. Powered by advanced machine learning algorithms that buy, optimize and
report in real time, our platform gives sophisticated marketers access to
first-, second- and third-party data and trillions of digital impressions
across every media channel. Clients are supported by solutions and services
experts that make it simple to activate our technology. Since launching the
first Demand Side Platform (DSP) in 2007, MediaMath has grown to a global
company of nearly 700 employees in 15 locations in every region of the world.
MediaMath’s clients include all major holding companies and operating agencies
as well as leading brands across top verticals.