MediaGamma is a UCL Business spin-out developing predictive analytics software. The company has built an enterprise-grade reinforcement machine learning (self-learning) platform that delivers decisions in under five milliseconds. It has proven the technology in programmatic advertising by building and training more accurate user-profiling and bidding algorithms that improve targeting and substantially reduce customer acquisition costs for clients. The announcement states MediaGamma can provide a world-leading targeting capability, noting over $30bn was spent on programmatic advertising in 2017. The new financing will enable MediaGamma to create a SaaS product and grow its team. MediaGamma operates an automated futures and options exchange for programmatic digital advertising. The platform is currently being piloted with a number of participants. The company closed a seed financing and the funding augments £200,000 in grants from the UK government’s Innovate UK programme. MediaGamma is mentored by Accelerate Cambridge, and CEO and co‑founder Rael Cline is participating in that programme; Cline earned an MFin from Cambridge Judge in 2011. Early backers and board members include John Taysom and Angus Bankes. The article cites market context, noting Magna Global forecasts the global programmatic advertising marketplace to reach $53 billion by 2018.

Total raised

$3M

Funding rounds

2

Latest round

Equity

Latest activity

Mar 2018