MediaMath, the leading independent programmatic company for marketers, announced its strategic partnership with ROI Influencer Media. This heralds the convergence of adtech strategies with influencer marketing in MediaMath’s existing host of services. The partnership will amplify marketers’ capabilities to purchase influencer solutions programmatically using CPMs. It will enable customers to make real-time bidding on influencer marketing using adtech-driven programmatic solutions.

MediaMath partnering with ROI Influencer Media puts the producer of the TerminalOne platform alongside Google’s DoubleClick, Rubiccon Project, PubMatic, and OpenX. All these companies offer programmatic influencer marketing and automated adtech services to their customers. ROI Influencer media will be initially sourcing celebrity influencers and digital media ‘stars’ from major retail domains like fashion, style, grooming and shopping.

Using the new influencer marketing solution, marketers can directly approach celebrities for relevant brand-centric content on social media pages, blogs pages, websites and picture-sharing platforms. MediaMath will start offering programmatic influencer marketing solutions to other business domains based on the success of the initial pilot run. Special event-based content would be sourced to drive marketing campaigns related to specific occasions like the Valentine’s Day, Mother’s Day, Super Bowl and so on.

MediaMath and ROI Influencer Media would catapult the concept of “micro-influencers” to ensure maximized brand promotion across multiple social media channels. Currenetly, ROI Influencer Marketing offers Predict technology to derive deep insights into audience engagement based on total viewed impressions, likes, shares, retweets, site visits and conversions. The partnership would amplify brand reach of the customers to 130 million in the US.

MediaMath expects the partnership with ROI Influencer Media will empower their clients to access native social media analytics across existing channels in real time. In 2016, influencer marketing soared to an all-time high due to growing adblock applications and video advertising. In 2017, the success of content marketing will largely depend on how well the marketers tap the potential of influencers.

By all means, 2017 will be the year of programmatic martech solutions. Introduction of programmatic influencer marketing will optimize ROI value of social and video supplanting organic content search models.

#ICYMI: MediaMath's CMO predicts more #programmatic channels will emerge in 2017. Here's what you should look for: https://t.co/dBYZnMgOUF pic.twitter.com/7z8omokmaf

— MediaMath (@mediamath) December 31, 2016