It has been a little over nine months since MediaMath’s Chapter 11 filing, proceedings that surely rank as one of the biggest financial shocks to the system in the, albeit short, history of ad tech.
The demand-side platform’s demise was significant on several fronts, with some considering it a line in the sand that demarcated critical changes in the sector that occurred in recent years.
Firstly, MediaMath’s widely held status as the first DSP in digital media—at one point, it was also valued at $1 billion—indicates that success in the sector is not solely dependent on innovative technology. Canny politicking in to-to-market strategy also plays a role.
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