Smarter Targeting, Greater Value: Advancing Efficiency with Segment Optimization

In an era in which every impression is scrutinized and every dollar demands accountability, precision isn’t optional – it’s essential. That’s why at Infillion we are continually evolving the MediaMath platform to support what matters most to advertisers: Maximizing performance without unnecessary spend. We’d like to give you a look at our latest update, which enhances segment optimization across both audience and contextual targeting. This helps advertisers stretch their budgets further while preserving the targeting precision they count on.

This release builds on earlier improvements we made to MediaMath audience targeting, which introduced more cost-effective data configurations. It now applies that same efficiency logic to contextual strategies – and introduces a smarter selection framework across both. For every impression, the platform maps all valid segment paths and automatically selects the lowest-cost option that meets targeting requirements. The result is more working media, a cleaner strategy, and stronger outcomes for advertisers across both audience and contextual strategies.

The timing for this release couldn’t be better. According to the IAB State of Data 2025, 51% of brands cite data quality and accessibility as their top advertising concerns. Advertisers need solutions that do more with less, without sacrificing performance – and that’s exactly what MediaMath delivers.

Rethinking the Cost of Segments

Audience targeting has long been a staple of programmatic strategy – but in much of the industry, it hasn’t always been cost-effective. Many legacy platforms are designed to prioritize the highest-priced matching segment, often overlooking lower-cost alternatives that deliver comparable targeting value. This approach can quietly inflate costs without improving outcomes.

With MediaMath’s smarter optimization logic, every impression is evaluated against all valid options. The platform automatically selects the lowest-cost path that satisfies targeting requirements, ensuring brands only pay for segments that actually match the bid request.

The result is a streamlined approach to segment selection that improves both contextual and audience performance – giving media buyers greater clarity, control, and efficiency without added operational overhead.

Proven Results: Real Savings, Tangible Impact

Infillion recently conducted a multi-day A/B test across more than 500 live strategies using both audience and contextual data, and the performance gains were clear. Contextual data spend alone saw a 40.1% average reduction in cost, while some strategies achieved up to 668% lower eCPMs.

These aren’t theoretical gains – they’re reinvestable dollars that directly improve working media and campaign efficiency. By driving greater precision in segment selection, advertisers gain a measurable edge, turning smarter cost management into stronger performance – especially as high-quality audience and contextual segments become more expensive.

By intelligently minimizing data costs and automating the most efficient pathing logic, advertisers benefit from:

• Greater cost transparency
• Increased budget allocation to working media
• More efficient campaign execution – without operational lift or manual workarounds

MediaMath handles the complexity behind the scenes, so advertisers can focus on what matters most – stretching budgets further, working smarter, and outperforming outdated approaches.

The Future of Smarter Buying

This enhancement reflects a broader industry movement – shifting strategy from casting a wide net to making every impression count. For Infillion, it also reinforces our commitment to building a high-performance platform that delivers measurable results and maximizes the impact of every media dollar.

By reducing unnecessary data costs and automating smarter segment selection, this update empowers advertisers to improve ROI without adding operational overhead. It eliminates the need for duplicative strategies or manual workarounds, making campaign execution cleaner, faster, and more effective.

As data prices rise and signal reliability continues to shift, brands need tools built for efficiency and accuracy. Infillion’s segment optimization framework meets that need – delivering a smarter, more sustainable path to performance in a rapidly shifting ecosystem.

Ready to see what smarter segment targeting can do for your campaigns on MediaMath? Contact your Infillion representative or get in touch to start optimizing with confidence.