MediaMath launches proprietary data business
Helix is a new business unit that will make available anonymised real-time transactional data from hundreds of members, including one third of the largest US retailers, to its clients. Customer profiles will be enhanced with data from MediaMath and partners.
In early December, MediaMath announced a partnership with SkimLinks to offer brands and agencies access to Audiences, a programmatic audience targeting service.
Helix is currently available in the US following a six month beta testing phase, and will be made available worldwide in stages.
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