Businessmodel of MediaMath

Customer Segments

MediaMath has a mass market business model, with no significant differentiation between customer groups. The company targets its offerings at organizations of all industries and sizes.

Value Proposition

MediaMath offers three primary value propositions: accessibility, performance, and brand/status.

The company creates accessibility by providing a wide variety of options. Its platform gives marketing professionals access to first, second- and third-party data as well as trillions of digital impressions across all types of media channels.

The company demonstrates strong performance through tangible results. Specific positive outcomes for clients include the following:

• Coca-Cola used MediaMath’s solutions to obtain a decrease in cost-per-completed video of 70 to 85 percent and a decrease in eCPMs of 30 to 70 percent
• TruSignal used MediaMath’s solutions to achieve a 60% improvement in cost-per-acquisition within 30 days and a 200% increase in conversions
• Visit Florida used MediaMath’s solutions to increase mobile app installs by 500%
• OpenX used MediaMath’s solutions to add 24% more users and 16% more high-value users
• com used MediaMath’s solutions to drive ROI/ROAS up to 11.7 times higher and multiply marketing investments by several factors The company has established a strong brand due to its success. It claims to have experienced triple-digit growth year-over-year since its founding.

It has 750 employees operating out of 16 offices across North America, Europe, Latin America, and Asia-Pacific. Its technology analyzes 200 billion customer opportunities daily, which represents more volume than that carried through the top 10 stock exchanges in the world. It has over 4,000 clients, including two-thirds of the *Fortune *500. Specific customers include Starcom Mediavest, Dell, L.L. Bean, Pitney Bowes, and Epsilon.

Lastly, it has won a number of honors, including recognition in Gartner Research’s 2017 Magic Quadrant for Digital Marketing Hubs.

Channels

MediaMath’s main channel is its direct sales team. The company promotes its offerings through its website, social media pages, and participation in conferences.

Customer Relationships

MediaMath’s relationship is primarily of a self-service, automated nature. Customers utilize its products while having limited interaction with employees. Despite this orientation, there is a personal assistance component. The company assists customers in the following ways:

Certification Program – MediaMath operates the New Marketing Institute (NMI), which offers both newcomers and industry veterans the chance to earn several levels of certification. The program provides a personalized learning experience that focuses on digital marketing.

Professional Services – MediaMath maintains a team of experts that offer services in the following areas:

• Programmatic Strategy & Optimization – Provides campaign management and optimization services and helps customers create holistic marketing plans
• Analytics - Provides visualizations, custom reporting, and advanced analytic consulting
• Technology Solutions – Provides technical consulting services and custom software development
• Ad Operations – Provides ongoing campaign setup and maintenance services ### Key Activities

MediaMath’s business model entails maintaining and updating its platform and designing and developing software solutions for its customers.

Key Partners

MediaMath maintains strategic partnerships with other technology firms to market its offerings in other countries. For example, one of its partners is Zirca Digital Solutions, which manages all sales outreach, campaign management, creative services, and contracting for MediaMath’s clients in India.

Key Resources

MediaMath’s main resource is its proprietary software platform, which serves over 4,000 clients.  It depends on human resources in the form of the engineers that maintain/update the platform and design/develop its solutions, the sales employees that promote it, the consulting employees that provide professional services, and the customer service personnel that provide support.

It has important physical resources in the form of data centers in Chicago, Palo Alto, New Jersey, Hong Kong, Paris, and Zurich. Lastly, as a startup it has relied heavily on funding from outside parties, raising $207.5 million from six investors as of June 2014.

Cost Structure

MediaMath has a cost-driven structure, aiming to minimize expenses through significant automation. Its biggest cost driver is likely sales/marketing, a variable expense. Other major drivers are in the areas of customer support/operations and administration, both fixed costs.

Revenue Streams

MediaMath has two revenue streams: revenues it generates from the fees it charges customers for subscriptions to its platform and revenues obtained from the one-time sales of other solutions.