Event: 2019 Phocuswright Europe
Product: MediaAlpha for Publishers; MediaAlpha for Advertisers
Category: Established Company
Founded Year: 2010
HQ: Los Angeles, CA U.S.
Principal(s): Steve Yi, CEO & Co-Founder; Eugene Nonko, CTO & Co-Founder; Ambrose Wang, Co-Founder
Funding: MediaAlpha has received investments from White Mountains Capital & Insignia Capital Partners.
Product Description: MediaAlpha operates the travel industry's first and only transparent, real-time bidding platforms for the programmatic buying and selling of travel search media. Through our groundbreaking MediaAlpha for Advertisers platform, we empower travel advertisers to bid programmatically for high-intent travel consumers across leading travel search and comparison sites on a source-transparent basis. For publishers, our MediaAlpha for Publishers platform is the industry's only true comparison ad-serving and supply-side platform that enables sellers to take full control over their cost-per-click travel search inventory, through either a private or open marketplace model, to optimize yield and maximize advertising revenue.
Business Model: We earn a revenue share from travel publishers using our comparison ad network to monetize their site traffic.
Competitors: Intent Media, ClickTripz, Google
Competitive Edge: MediaAlpha offers the only programmatic and transparent technology platform designed and built specifically for travel comparison advertising. In addition to the open exchange, we offer a standalone private comparison ad-serving platform for publishers who wish to sell comparison ads directly vs relying on our line-up of premium travel advertisers.
Market Opportunity: With Google moving more aggressively into travel offerings, SEM is becoming less efficient for many travel marketers. Comparison advertising networks have always been a powerful add-on or alternative to SEM because it is search-intent based and extremely efficient. By modernizing the current traditional opaque ad network model, MediaAlpha's transparent, programmatic comparison advertising exchange brings much-needed openness, efficiency and long-term viability to an already high-converting performance marketing channel for travel advertisers.
Early Customers: Syscanner, KAYAK, TripAdvisor, Booking, Expedia Group, LastMinute Group and many more.
