• by Alex Weprin , October 15, 2018

Digital advertising firm MediaMath, an early player in the programmatic advertising space, is building out its efforts in the programmatic video and connected TV arena.

The company says it has joined the Interactive Advertising Bureau’s Video Center of Excellence as a board member.

It hopes to have more of a direct impact on best practices and guidelines on the digital video and connected TV front.

Jjoining the board can help it be “a guiding force for both the buy- and sell-side on setting best practices for audience-based TV buying solutions that puts preference in the center,” says Mike Fisher, head of video and advanced TV,MediaMath.

MediaMath raised $225 million in financing over the summer. At that time, it pledged to use the money “to connect marketers and consumers more effectively, promoting transparency and preserving trust with measurable, meaningful experiences that are responsive to consumer needs and wants,” according to CEO Joe Zawadzki.

The new presence on the IAB Video Center of Excellence board, combined with the company's programmatic TV and connected TV investments, are meant to further that goal.