LOS ANGELES (October 16, 2017) — MediaAlpha, the pioneer in programmatic platforms for vertical search media, today announced expansive coverage in the health, medicare, and life insurance verticals through a strategic acquisition of certain assets associated with Healthplans.com’s health and life insurance business.
MediaAlpha, the only transparent, programmatic platform purposefully built for vertical (comparison) search, is fully committed to improving performance marketing solutions for the health and life insurance industries.
In an effort to better serve the needs of healthcare and life insurance advertisers and allow consumers to make more informed decisions, MediaAlpha will integrate the acquired properties into their robust programmatic advertising platform. With open enrollment for health insurance beginning on November 1, 2017, the acquisition expedites MediaAlpha’s offering within the multi-billion dollar health sector.
“The MediaAlpha platform was initially deployed to modernize performance-based media buying in the auto insurance industry, through this acquisition we can now successfully expand at scale into health, medicare, and life,” said Steve Yi, CEO of MediaAlpha.
This acquisition further enables both sides of the MediaAlpha marketplace to have greater reach, scale, and control. MediaAlpha empowers media buyers to reach consumers in real-time on a self-service, automated basis, with full transparency and control. Buyers benefit from data-driven audience targeting powered by first and third party data sets, as well as support for dynamic propensity score and lifetime value-based bidding models. Publishers, in turn, gain full control over their comparison search inventory, a critical source of revenue, and optimize demand management across all potential buying sources to maximize overall yield.
Petsky Prunier Securities LLC served as the exclusive financial advisor and Hogan Lovells US LLP served as legal advisor to Healthplans.com. Invictus Advisors served as legal advisor to MediaAlpha.
MediaAlpha innovates at the intersection of programmatic technologies and vertical search media, bringing unparalleled transparency and efficiency to both buyers and sellers. The Company’s marketing technology platforms power over 25 million high-value transactions annually, representing more than $250 million in media spend across insurance, travel, personal finance, education, and home services sectors. For more information, visit www.mediaalpha.com.