MediaMath to Offer Influencer Marketing Programmatically

What: MediaMath has partnered with ROI Influencer Media, which connects brands with influencers and their followers. Through the partnership marketers will have the ability to purchase influencer social media endorsements programmatically.
Why it matters:  Influencer marketing dollars are growing, particularly in Latin markets. Now DSP MediaMath is enabling media buyers to bid on influencer marketing programmatically and in real time. Marketers will plan and buy influencers’ native social content in much the same way they buy other forms of digital media (programmatically).

 

aaeaaqaaaaaaaampaaaajdhlytm5mzhklwflotktngfhnc05zju0lwi2ztdlmtexyze0ng mm_facebookv3_400x400MediaMath will partner with ROI Influencer Media, Mediapost reports. ROI Influencer Media connects brands to celebrities’ influencer followings and offer marketers the ability to purchase influencer marketing programmatically. An array of  relatively new ad-tech companies (e.g. Fanbytes recently launched Programmatic Snapchat Influencer Marketing platform) are offering media buyers dashboards through which they can select and programmatically buy influencers' social media impressions that endorse their brands.

Marketers will be able to access celebrities to provide branded content on their social media pages, blog pages, and Web sites and bid on influencer advertising programmatically, in real time. In addition marketers can include influencer media packages for campaigns related to specific events like holiday shopping, the Super Bowl, Mother’s Day, and Father’s Day.

ROI Influencer Media is initially providing MediaMath partners a mix of celebrities, along with up to 425 digital media stars in fashion, style, and shopping. The partnership is for the U.S.  and is not available yet for Latin America.

Companies like Google’s DoubleClick, Rubicon Project, PubMatic and OpenX have already made this service available to buyers.

Under the partnership,  celebrities and their agents can accept or customize offers to integrate content for their respective audiences. ROI Influencer Media will also use so-called “micro-influencers” to guarantee specific audience reach for brands.

Get ready for #Portada17 on Sept. 14 in New York City! The Hispanic Sports Marketing Forum on September 13, and the 11th Annual Hispanic Advertising and Media Conference on September 14 will provide you with the best content and unparalleled networking opportunities to succeed in Multicultural America.

 


Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

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NewsWhip Raise $6.4 million from Tribal Ventures, AP and Cantor Fitzgerald

NewsWhip Raise $6.4 million from Tribal Ventures, AP and Cantor Fitzgerald

Content analytics firm NewsWhip has raised a US$6.4 million Series A funding round led by Tribal Ventures, with participation by The Associated Press, clients of Cantor Fitzgerald, The Asahi Shimbun and existing investors.Series A Funding Round Will Be Used to Develop the Company’s Data-Driven Storytelling Technology for Leading Newsrooms and Agencies.