There were three main components to the deal.
First, Mediamath is getting Akamai’s data co-op business, which will let advertisers in the retail category, for example, who buy ad space using Mediamath’s technology tap into aggregated purchase data from others in their category to help target their ad campaigns.
As part of the deal, Mediamath is also becoming an exclusive licensee of what Akamai calls its “pixel-free” technology. Akamai can drop one cookie that anonymously tracks everything users may do on a marketer’s webpage from browsing products to completing purchases.
Lastly, Akamai has previously sold their data products packaged together with media space, and largely executed those ad buys using Turn. That business will now be run on MediaMath.