MDC Partners Forms Cross Ad Exchange Media Management Company

NEW YORK--(BUSINESS WIRE)--MDC Partners announced today the formation of Varick Media Management (http://www.varickmm.com), the first digital media management company of its kind. The firm will service clients across all online exchanges by focusing on providing clients with media trading and investment management, audience segmentation and analysis, data intelligence and dynamic creative optimization.

"Varick Media Management is the first digital media management company that allows media trading in real time across all online exchanges, ad networks and websites. Similar to hedge funds, we also use proprietary algorithms to manage our client’s investments and deliver the best ROI. Our algorithms enable us to aggregate audiences and optimize the media mix," said Darren Herman, Founder and President, Varick Media Management.

Varick Media Management was born out of the digital innovation of The Media Kitchen, a kirshenbaum bond + partners company, and opens with The Media Kitchen and their client roster.

The company has formed a strategic partnership with MediaMath, a New York based media trading platform that provides algorithmic bid management, analytics, and technology to media buyers. Through the partnership with MediaMath, Varick Media Management will have access to multiple ad exchanges including Google / DoubleClick AdX, Yahoo! RightMedia, Microsoft AdECN, AOL Spot Market, TraffiQ, AdBidCentral and over 110 million users across 65,000+ publishers.

“Mass and reach are rapidly being replaced by targeting and efficiency,” said Brandon Berger, Vice President, Digital Innovation at MDC Partners. “As all forms of media become digital, there will be technologies and solutions that enable us to focus our client’s media dollars in more and more efficient and effective ways. But it will be data and audience access that will be the key differentiator. We believe that through Varick Media Management, we can provide marketers with the vital tools they need to most effectively leverage their brand in this incredibly competitive marketplace.”

About MDC Partners

MDC Partners is a leading provider of marketing communications services to clients in North America, Europe and Latin America. Through its partnership of entrepreneurial firms it provides advertising, specialized communications and consulting services to leading brands. MDC Partners’ philosophy emphasizes the utilization of strategy and creativity to drive growth for its clients. “MDC Partners is the Place Where Great Talent Lives”. MDC Partners Class A shares are publicly traded on the NASDAQ under the symbol “MDCA” and on the Toronto Stock Exchange under the symbol “MDZ.A”. Visit www.mdc-partners.com for more information.