Hasta La Creative!

Consumers’ rapid migration to mobile media is presenting some serious challenges for ad-tech companies built to execute and target digital ads.

The biggest of these companies sprung up at a time when desktop was dominant, where there was little need to pay attention to the quirks of mobile — including the poor performance of tracking cookies there. But with phone and tablet usage booming, they’re being forced to adjust.

MediaMath, a software company which helps buyers purchase ads via the automated market, is one of those making moves. To help improve its capabilities away from desktop computers, MediaMath has acquired France-based Tactads, a small France-based firm which owns cookieless and cross-device targeting technology, the company announced today.

Continue reading at AdAge.com