Varick Builds Data Management Platform

Partners with eXelate on proprietary software

Media buyers typically hire outside tech companies to manage all the data their campaigns funnel back to them. After all, agencies aren’t usually in the business of building technology, so it often makes more business sense to turn to an ad tech company like BlueKai, which offers a robust data management platform (DMP).

But the agency trading desk Varick Media Management is going another route. The company is building its own in-house DMP.

“We use multiple [demand-side platforms to buy ads] across all campaigns.

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