Rising from the Ashes of MediaMath with AdLib CEO Mike Hauptman
Dec 11, 2024
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Mike Hauptman, CEO and co-founder of AdLib, dives into the dramatic reinvention of his company after the collapse of MediaMath in 2023. He shares the emotional rollercoaster of the shutdown and how AdLib turned adversity into opportunity. Hauptman highlights the launch of Adlet, a revolutionary ad platform for mid-sized marketers, and emphasizes the importance of strong client communication during crises. The conversation also touches on modern visibility strategies for business leaders in ad tech, focusing on personal engagement and effective content marketing.
AdLib successfully pivoted following MediaMath's shutdown by maintaining transparent communication with clients, fostering loyalty despite the turmoil.
The platform enhances accessibility for mid-sized marketers by simplifying DSP access, enabling efficient campaign management across multiple channels.
Deep dives
Innovative Access to DSPs
Adlib serves as a streamlined platform for mid-sized marketers looking to navigate the often complicated world of demand-side platforms (DSPs). Traditionally, access to premium DSPs required significant contracts and high spend minimums, which can be prohibitive for smaller agencies. Adlib simplifies this experience by offering a single user interface that connects users to all major DSPs without the usual barriers, allowing for easy campaign management across various channels such as CTV, mobile, and digital advertising. This approach not only enhances accessibility but also optimizes usability, enabling marketers to manage their campaigns more efficiently.
The Challenges of DSP Fragmentation
The podcast highlights the fragmentation challenges faced by agencies trying to access various channels, particularly in the CTV space. Marketers often find themselves needing multiple licenses to access exclusive platforms like Netflix or YouTube, resulting in a cumbersome experience that complicates campaign management and incurs additional costs. Adlib addresses this issue by allowing agencies to define objectives and upload creatives just once, distributing budgets dynamically across different DSPs to maximize reach and effectiveness. This integrated solution is essential for agencies looking to remain competitive without incurring unnecessary overheads.
Adaptation After Adversity
Following the sudden shutdown of MediaMath, where Adlib initially operated, the company faced a critical turning point. The unexpected closure required a rapid pivot to identify alternative platforms and assure clients that their campaigns would continue with minimal disruption. By leveraging pre-existing relationships and trust, the Adlib team quickly communicated the situation to clients and provided reassurance, keeping them informed throughout the transition. This proactive communication underscored the importance of transparency during crises and fostered loyalty, even as some clients opted to leave during this tumultuous period.
Revamping Brand Strategy
In the aftermath of MediaMath's shutdown, Adlib re-evaluated its mission and brand identity, concentrating on the needs of mid-sized and indie agencies. This involved a commitment to refining messaging and positioning in the market, which was facilitated by an emphasis on content strategy and increased visibility across social media platforms. By actively participating in discussions on LinkedIn and maintaining a consistent online presence, the Adlib team showcased its expertise and connected with industry influencers to bolster brand recognition. These efforts not only solidified Adlib's standing as a meta DSP but also illustrated the effectiveness of founder-led marketing in driving business growth.
AdLib CEO and co-founder Mike Hauptman joins Eric Franchi and Joe Zappa to tell the story of meta DSP AdLib's reinvention after the collapse of MediaMath in 2023. We go deep into the story of the day MediaMath was shut off and explore how AdLib reoriented itself and came back stronger in the wake of that event. Plus, Joe makes fun of Eric for being old — replete with nautical metaphors!
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