• by Laurie Sullivan , Staff Writer @lauriesullivan, December 9, 2015

MediaMath has partnered with Skimlinks to give brands and agencies access to Audiences, a programmatic audience targeting service.

With the partnership, MediaMath becomes the first demand-side platform (DSP) to directly integrate with Skimlinks' content monetization platform for digital publishers.

Aruna Paramasivam, senior director of data and tech partnerships at MediaMath, says the partnership is the first of its kind for Skimlinks.

Alicia Navarro, CEO of Skimlinks, which works with 1.5 million Web sites such as Gawker, says in the long term the company will integrate its audience platform with other DSPs.

For Skimlinks, the partnership changes the company's business model from supporting affiliate marketing transactions to data provider, according to Navarro. "It's like a complete identity shift," Navarro says. "We've gone from being a player in the affiliate and performance marketing arena, to [providing] big data and insights to support display advertising."

Audiences by Skimlinks offers brands and agencies access to audience segments built from the anonymous browsing, clicking and conversion data of more than 1.3 billion unique users engaging with content across the Skimlinks' publisher network. The segments will enable advertisers to target unique audience segments at brand and product category level throughout their purchase journey.