Beyond the latest injection of funding, Metamarkets recently revealed that it has doubled its client base and tripled its YoY revenues, which Driscoll chalks up, in part, to rising investments in programmatic. He added that, as automation takes off, “A lot of folks are starting to recognize that reporting on programmatic data is a different beast than more tradition I/O-style data.”
With the new funding, Driscoll said Metamarkets would scale out its infrastructure, build up its engineering team and deepen its product’s strength in native and in video. But the long game for Metamarkets could also include mobile data streams.
“The technology that we’ve built certainly has the ability to do more than what we’re doing with it today,” said Driscoll. “There are other kinds of real-time transaction streams that folks are interested in gaining insight into.”
Those other streams could include high-frequency data sets from mobile or IoT devices, said Driscoll, which can inform the type of media a user consumes as well as his or her location.
“Ultimately, with the rise of mobile devices, there’s going to be an entirely new class of mobile data that has relevance to folks in the programmatic realm,” he added.