Class One Exchange (C1X) announced today the completion of an integration with MediaMath, designed to enable access to new premium inventory for brands and agencies. MediaMath’s clients can now access highly privileged supply offered by C1X through both Open RTB and through private marketplace deals. C1X and MediaMath also plan to bring new partnerships to market in 2016.
As programmatic media adoption increases, marketers are demanding more access to better supply. Inventory access is complicated with barriers like fraud, viewability concerns and ubiquitous low-quality supply. To answer the call for marketers, since early 2016, MediaMath and C1X have been working on a new methodology to integrate with premium supply.
MediaMath’s customers and publishers working with C1X will gain access to inventory on premium publishers that is materially enhanced with audience and inventory data from C1X. For MediaMath’s existing platform buyers, the new integration will open up a new pool of premium publisher inventory.
“In a highly fragmented ecosystem like ours, I bet on people and technology,” said Eric Picard, Vice President of Omni-Channel Media at MediaMath. “Mukundu Kumaran and his engineering team have both the pedigree and approach I look for in teams in our space, and their platform is impressive. After seeing the speed and quality of the execution on our integration, and given specific customer and partner requests, we are already engaged on several other projects that will bring new features to the marketplace. Stay tuned for more exciting updates from this partnership!”
The entire project was conceived and executed on an accelerated pace, about four months in total. With so many deals and integrations always in queue across so many ad tech players, there generally exists an unappreciated value when a smaller company delivers seemingly complex integration solutions on pace and tandem with a larger company’s development team.
Mukundu Kumaran, CEO and co-founder of C1X (“Class One Exchange”), described the cooperative process: “We got off to a fast start by developing and then leveraging a well-planned, three page document explaining the integration details. Within a month the team was completing testing and planning the product launch.” He further commented that “C1X is very excited to be a part of this project. The overall execution was incredibly smooth because of MediaMath’s engagement from day one.”
Tanuj Joshi, VP and Head of Media Partnerships at MediaMath, described this speedy integration: “Supply Integrations have evolved continuously over the course of our industry. We’ve seen everything from tag based procurement to specialized RTB integrations. Over the past month we have worked very closely with the team at C1X (“Class One Exchange”) to complete this integration, and I couldn’t be more excited on how quickly we progressed and went live.”