Major Australians brands including Dan Murphy’s, Flybuys and REA Group face significant disruption to their media buying and a fast, forced march to a new demand side platform after MediaMath’s DSP rapidly unravelled. Supply side platforms including Magnite and Pubmatic – the two biggest unsecured creditors in one of adtech’s biggest bankruptcies – cut the cord. The shambolic nature of the MediaMath closure reflects speed at which the bankruptcy decision was taken, say company insiders, who claim the move to bring down the curtain was triggered by investment firm Searchlight’s decision to pull the pin on their support for more than $150M in debt. With three potential buyers having evaporated, time ran out for the one time darling of the DSP world – which ironically was carving a solid foothold and reputation in Australia.
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