The digital-ad industry is spending the 4th of July holiday scrambling to recover funds lost from MediaMath's shocking bankruptcy
are so-called supply-side platforms, which get paid by MediaMath to buy ads on publisher websites. Those SSPs then pay the publishers.
It's likely that the unsecured creditors owed money by MediaMath would receive just pennies on the dollar once the bankruptcy proceedings are resolved. Goldman Sachs, MediaMath's largest secured creditor, is first in line to be paid, ahead of others looking to recoup funds from the company. "There is no scenario where that happens," this executive said."You don't get paid. That's how this works. That's why they file for bankruptcy."
MediaMath shutting down isn't as impactful as it would be if a company like The Trade Desk were to shutter, Milicevic said. It helps that MediaMath's presence as an ad buyer had dwindled considerably in recent years, so publishers aren't potentially out as much as they would have been when the company was at its prime, multiple people said.
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