CHICAGO, March 7, 2018 /PRNewswire/ -- MediaMath and
Cision (NYSE: CISN) today announced a joint partnership that
enables brands to integrate data from earned media with paid media,
giving brands a holistic view of their customers. The partnership
addresses the need for marketing and advertising professionals to
integrate their efforts, resulting in targeting and measurement
across earned, owned and paid channels.
![Cision and MediaMath Partner to Amplify Paid and Earned Media. Cision and MediaMath Partner to Amplify Paid and Earned Media.](https://mma.prnewswire.com/media/650857/Cision_MediaMath_Partnership.jpg)
"For decades, communications pros have not been able to measure
and attribute business results for their earned media efforts. As a
result, despite widespread acknowledgment of the importance of
earned media at building trust and credibility with customers,
their budgets as a percentage of the marketing mix, are at an
all-time low," said Kevin Akeroyd,
Cision CEO. "Our innovative development with MediaMath empowers
brands to directly attribute behavior, revenue, and any other
business results from their earned media, and leverage that data to
create a first-of-its-kind holistic profile of customers. They can
then activate that profile in an integrated, omnichannel program
across paid, owned, and earned media."
Data Driven Identification and Measurement
The
MediaMath and Cision partnership allows marketers to:
- Deliver Omnichannel Audience Analytics: By bringing
together earned and paid media audience data, marketers now have
the ability to connect different media channels with attribution
systems and effectively measure the overall impact of earned media
within broader marketing campaigns.
- Amplify Earned Media with Paid Media Tactics:
Communications professionals can extend their earned media efforts
with paid media tactics such as amplification of a press release or
earned media pick up through paid channels, earned media
retargeting, or guaranteed news views.
- Optimize Digital Advertising with Earned Media Data:
This new integration gives marketers access to earned media
audience data which can be used to optimize paid media channels,
inform buying decisions, and augment digital marketing data.
"Never before has our industry had the ability to understand the
earned media audience in the same manner as the paid media
audience," said Greg Williams,
MediaMath co-founder and SVP, business development. "This
partnership unlocks the power of omnichannel marketing by uniting
efforts across all paid, owned, and earned channels, bringing a
more coherent experience to consumers."
About Cision
Cision Ltd. (NYSE: CISN) is a leading
global provider of earned media software and services to public
relations and marketing communications professionals. Cision's
software allows users to identify key influencers, craft and
distribute strategic content, and measure meaningful impact. Cision
has over 3,000 employees with offices in 15 countries throughout
the Americas, EMEA, and APAC. For more information about its
award-winning products and services, including the Cision
Communications Cloud®, visit www.cision.com and follow Cision
on Twitter @Cision.
About MediaMath
MediaMath's technology and services
help brands and their agencies drive business outcomes through
programmatic marketing. We believe that good advertising is
customer-centric, delivering relevant and meaningful marketing
experiences across channels, formats and devices. Powered by
advanced machine learning algorithms that buy, optimize and report
in real time, our platform gives sophisticated marketers access to
first-, second- and third-party data and trillions of digital
impressions across every media channel. Clients are supported by
solutions and services experts that make it simple to activate our
technology. Since launching the first Demand Side Platform (DSP) in
2007, MediaMath has grown to a global company of nearly 700
employees in 15 locations in every region of the world. MediaMath's
clients include major holding companies and operating agencies as
well as leading brands across top verticals. In 2017, MediaMath was
recognized by Forrester as a Leader in the Data Management Platform
category, and as the Leader in the Demand Side Platform
category.
Media Contacts
Nick
Bell
Vice President, Marketing Communications and Content
CisionPR@cision.com
Laura Colona
Head of Global Communications
lcolona@mediamath.com
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SOURCE Cision