MediaMath to allow brands to buy influencer marketing
Marketing software company MediaMath will partner with ROI Influencer Media, a company that connects brands to celebrities' influencer followings and offers programmatic purchases of influencer marketing. The partnership will initially enable MediaMath's US customers to provide branded content on the social media pages, blog posts and web sites of 425 celebrities in fashion, style and shopping, while "micro-influencers" will be used to guarantee specific audience reach. MediaMath competitors, including Google's DoubleClick, Rubicon Project, PubMatic and OpenX, have already offered the service to buyers.
What: MediaMath has partnered with ROI Influencer Media, which connects brands with influencers and their followers. Through the partnership marketers will have the ability to purchase influencer social media endorsements programmatically.

Why it matters: Influencer marketing dollars are growing, particularly in Latin markets. Now DSP MediaMath is enabling media buyers to bid on influencer marketing programmatically and in real time. Marketers will plan and buy influencers’ native social content in much the same way they buy other forms of digital media (programmatically).

MediaMath will partner with ROI Influencer Media, Mediapost reports. ROI Influencer Media connects brands to celebrities’ influencer followings and offer marketers the ability to purchase influencer marketing programmatically. An array of relatively new ad-tech companies (e.g. Fanbytes recently launched Programmatic Snapchat Influencer Marketing platform) are offering media buyers dashboards through which they can select and programmatically buy influencers’ social media impressions that endorse their brands.

Marketers will be able to access celebrities to provide branded content on their social media pages, blog pages, and Web sites and bid on influencer advertising programmatically, in real time. In addition marketers can include influencer media packages for campaigns related to specific events like holiday shopping, the Super Bowl, Mother’s Day, and Father’s Day.

ROI Influencer Media is initially providing MediaMath partners a mix of celebrities, along with up to 425 digital media stars in fashion, style, and shopping. The partnership is for the U.S. and is not available yet for Latin America.

Companies like Google’s DoubleClick, Rubicon Project, PubMatic and OpenX have already made this service available to buyers.

Under the partnership, celebrities and their agents can accept or customize offers to integrate content for their respective audiences. ROI Influencer Media will also use so-called “micro-influencers” to guarantee specific audience reach for brands.

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