West Cary Group, a Richmond, VA.-based marketing agency, this week announced it is using MediaMath’s ad technology to create its own trading desk for programmatic ad buying.
“There was a time when independent agencies like West Cary Group couldn't compete in media in a big way because larger agencies had locked in economies,” stated Joe Zawadzki, CEO of MediaMath. He noted that adding agencies like West Cary Group to the competitive landscape helps "democratize media."
West Cary Group’s new in-house trading desk will be used to buy display, mobile, online video and social advertising via programmatic, per Zawadzki. According to the company's Web site, clients include PayPal, Capital One, University of Virginia and others.