Boosting MediaMath’s Revenue by 30% with Custom AdTech and Retail Media Solutions

About the Client

MediaMath is an AdTech company providing digital marketing solutions for over 3,500 advertisers and brands. Its extensive portfolio includes platforms and tools for programmatic media buying, data management, audience segmentation, targeting, and more.

The Custom Solutions business unit we collaborated with was based in the UK. Our team completed several projects that were all successfully approved by the client.

Goal

The client needed a full-time team experienced in advertising technologies to improve the existing, and roll out new, features and components, and also to perform platform integration for the technologies to interact seamlessly. The client provided constant project flow and employed the Agile methodology.

Work Description

Our cooperation with MediaMath started more than five years ago when the company sought tech experts to join its project. At that time, MediaMath was working towards creating a technical solution to automate ad campaigns.

Our client was looking to hire a full-time team with relevant AdTech expertise. The team was tasked with enhancing the existing functionality and developing new features. Geomotiv turned out to be a perfect match for these needs.

We assembled a dedicated team that closely cooperated with the client’s core team and contributed to building a major product for automating ad management. But it was only the beginning of our work with this company.

Over 5+ years of cooperation with MediaMath, our team developed dozens of sub-solutions of different types and complexity.

WHITE-LABEL AD MANAGEMENT SYSTEM

Background and initial challenges

MediaMath operates a full-scale Demand-Side Platform (DSP) that a large pool of high-profile advertisers uses. They launch retail media campaigns, run display ads, and buy other types of digital advertising.

The company identified pain points shared by the majority of their clients. Most advertisers only require a specific number of DSP functionalities to launch sponsored product ads and banner ads across an extensive network of supply partners. MediaMath aimed to address these needs and make the user experience more satisfactory. The company planned to provide advertisers only with the tools they require within a white-label solution to achieve this goal. However, they required Geomotiv’s help to overcome technical challenges and risks.

Solutions

As our team already understood MediaMath’s products’ specificity, we could find the best approaches to meeting the envisioned goals. A new platform had to keep the DSP’s core functions while excluding all UI complexities and excessive features.

The main benefit of this system is the flexibility to customize functionalities to specific use cases. Advertisers can now operate a simplified version of the DSP to launch, monitor, and optimize ad campaigns on every medium.

You can read more about this solution by following the link.

SCHEDULER SYSTEM FOR RETAIL MEDIA CAMPAIGNS

Background and initial challenges

Large advertisers used MediaMath’s solutions to manage many concurrent campaigns and strategies across various partners, including retail media networks. They required a more convenient way of managing their complex advertising schedules. Existing scheduling routines involved a lot of manual checks, which were prone to errors.

Mediamath wanted to respond to these expectations by developing a custom scheduling solution. Having studied the initial requirements, our developers understood what the future infrastructure should look like. The biggest hurdle was to prepare the back-end for scheduling concurrent advertising campaigns and strategies in the DSP. Our team was also responsible for blending a custom solution into the DSP and resolving system integration complexity and compatibility issues.

Solutions

The team designed non-standard logic for the CRM system. Rich features were necessary to create, edit, copy, delete, and perform other actions with advertising schedules.

Geomotiv’s developers were responsible for much of the work, including system design. The realization of this project took nearly a year and resulted in the successful launch of Scheduler.

MediaMath’s clients found the new system useful for streamlining retail media operations. Scheduler facilitated flexible campaign planning adjusted to peak shopping periods and inventory levels. It also was instrumental in automating personalized ad delivery across digital advertising channels.

SUB-SOLUTIONS FOR SPECIFIC USE CASES

Background and initial challenges

In addition to these large-scale projects, our team helped MediaMath address specific demands by introducing supportive tools and products. For instance, developers had to deal with repetitive tasks, which slowed their work and affected productivity. Therefore, we created tools to streamline manual tasks and prepared a framework for future projects. Other sub-solutions targeted advertisers’ needs for a better campaign management experience within MediaMath’s DSP.

Solutions

• Graphic representation of campaign results. This is a standalone solution that can plug into other AdTech products. It can analyze ad campaign results and represent them in diagrams and graphs.

• AdTech entity validator. With this product, the MediaMath team can automatically verify the data related to retail media and other ad campaigns its clients execute. This solution is currently available to other teams in a Python repository as a separate component. This means that if such functionality is required for other products, it won’t be necessary to develop it from scratch.

• Website for feedback gathering. This website collects user feedback on all the AdTech products MediaMath provides. Users can choose the required solution from the list and share their thoughts and opinions. All their suggestions and remarks are sent to the mailbox, where the support team can consider and analyze them.

• Boilerplate (template). Many solutions that MediaMath develops for its clients are powered by practically the same tech stack. That’s why, to avoid writing all elements from scratch in the future, it was sensible to create a project template (often called boilerplate). Thanks to this conducted work, developers will already have some ready-made modules for future products.

Results

MediaMath’s revenue growth has reached 30% thanks to our long-term partnership. With our help, the company adjusted its offerings to better meet the needs of its clients through:

• Continuous optimization of the core platforms to improve the UX;
• Custom retail media platform development to address the unique needs of advertisers running concurrent retail media campaigns;
• Expansion of the functionality to simplify retail media campaign management;
• Introduction of specialized tools to streamline campaign reporting, analysis, and verification.

The project produced quality deliverables that helped revolutionize advertisers’ experiences and transform existing processes. Our solutions have driven high user loyalty and satisfaction, significantly increasing MediaMath’s pool of repeat customers.

Our team’s work also helped reduce software maintenance costs, improve ROI, and simplify many development tasks in future projects.