Beeswax has snatched up ad-tech startup MediaGamma, continuing a round of industry consolidation that comes amid a period of contraction in the ad-tech world. Financial details of the transaction were not publicly disclosed.
Beeswax made the purchase to bolster its engineering capabilities, as well as broaden its international footprint. MediaGamma was a UK-based operation.
Beeswax, itself a startup, is a demand-side platform that effectively lets media buyers improve the targeting capabilities of their preexisting trading algorithms, and has sought to service those advertisers that want to in-house automated ad buying.
As part of the deal, MediaGamma’s head of data science, Shuai Yuan, Ph.D.,
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in