Financial and human capital investments support the launch of the company’s performance-based advertising exchange platform

NEW YORK —(February 24, 2011)— MediaTrust, a leading digital performance marketing firm based in New York and Los Angeles, has secured $3 million in funding, led by Ropart Asset Management Funds of Greenwich, Conn. The funds were raised in support of the upcoming launch of MediaTrust’s Performance Exchange (MTPX), the company’s recently announced real-time performance-based advertising exchange.

MTPX, which is currently in private Beta, is the next evolution in real-time bid management platforms, combining the payment model of a bid-based CPC ad exchange with results-based performance metrics, allowing advertisers to reach targeted audiences simply and cost-effectively.

“This initial round of funding will enable us to scale MediaTrust’s Performance Exchange, increasing liquidity for our advertising and publishing partners,” says Peter Bordes, CEO, MediaTrust. “Additional investments will be made immediately in technology, tools and talent as we continue to grow the exchange to meet our goal of offering one of the most dynamic and comprehensive advertising platforms available.”

Todd A. Goergen, Managing Partner, Ropart Asset Management Funds, stated of the funding: “We are continually impressed with the steady stream of pioneering concepts that MediaTrust company has developed. We look forward to standing alongside MediaTrust as the company makes further strides to enhance the user experience for its customers while advancing the digital performance marketing industry.”

MediaTrust has recently brought three key employees on board to support the launch and growth of MTPX.

Frank Carta, a software developer with more than a decade of industry experience, has been hired to serve as a principal software engineer. Carta joins the core MTPX development team responsible for introducing ongoing enhancements to the platform. Mistie Johnston and Richard Ramsey, each with a background in online advertising sales, will support business development efforts by growing publisher and advertiser participation in MTPX. Johnston has been hired as a publisher sales manager, while Ramsey will serve as an advertiser sales manager.

“We are excited to have such valuable additions to the MediaTrust team as we prepare for the tremendous growth we expect based on the early success of the MTPX Beta,” says Bordes.

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Media Contact:

Lauren Ishimaru
lishimaru@mediatrust.com
(805) 880-6943