The partnership announced on Thursday between MediaMath's new owner, Infillion, and AdLib, a programmatic media buying platform for small and midsize ad buyers, isn't a typical integration. It's what you might call a reintegration.
The bankruptcy news was a major blow to AdLib, which, at the time, had 100% of its spend running through MediaMath's DSP. That July 4 weekend was a mad scramble to migrate live campaigns to other buying platforms as quickly as possible.
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