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The Boston Globe

Business

Akamai sells digital ad-targeting technology to MediaMath

Akamai Technologies Inc., the Cambridge Internet company, has sold a technology that enables marketers to target online advertising to a New York company called MediaMath for an undisclosed amount.

MediaMath’s focus is online advertising. Offering ad placement services is not a core business of Akamai’s.

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Akamai is the leading provider of Internet content delivery services, which enable large companies to rapidly deliver vast amounts of digital data without overloading their own computers and networks. Hundreds of companies and government agencies hire Akamai, which moves the data over its own worldwide server network. According to Akamai’s website, its customers range from Martha Stewart Living Omnimedia and the Warner Music Group to NASA and the National Hockey League.

A Thursday press release noted that Akamai didn’t just sell the digital media-targeting technology to MediaMath; it also signed a multi-year relationship under which MediaMath will have exclusive rights to leverage a separate Akamai technology for use within digital advertising and marketing applications.

Financial terms of the transaction were not disclosed.

“We’re excited to partner with MediaMath,” Mike Afergan, Akamai’s senior vice president and general manager of the company’s Web Experience Division. “Together, we’ll be able to provide our joint customers with an even more effective set of tools to manage their data, understand their audience, and help enhance the quality of online marketing campaigns.”

Chris Reidy can be reached at reidy@globe.com.
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