• by Tobi Elkin  @tobielkin, December 27, 2016

MediaMath on Tuesday said it’s partnered with ROI Influencer Media, a media firm that connects brands to celebrities’ influencer followings, to offer marketers the ability to purchase influencer marketing programmatically using industry-standard CPMs. Marketers will be able to bid on influencer advertising programmatically, in real time.

MediaMath joins Google’s DoubleClick, Rubicon Project, PubMatic, and OpenX in making this service available to buyers. ROI Influencer Media is initially providing MediaMath partners a mix of celebrities, along with up to 425 digital media stars in fashion, style, and shopping.  

The capability means that marketers can access celebrities to provide branded content on their social media pages, blog pages, and Web sites.

After the initial offering, the program will be expanded so that marketers can connect with influencers in the travel, fashion, food, entertainment, parenting, shopping, sports, technology, and TV categories. In addition marketers can include influencer media packages for campaigns related to specific events like holiday shopping, the Super Bowl, Mother’s Day, and Father’s Day. 

Under the partnership,  individual celebrities and their agents retain the ability to accept or customize offers to integrate content for their respective audiences. ROI Influencer Media will also use so-called “micro-influencers” to guarantee specific audience reach for brands. 

ROI Influencer Media said it has an audience reach of 130 million consumers in the U.S.

"MediaMath's clients need to reach their customers across all channels, and social is one of the most important and fastest growing channels," MediaMath VP of Solutions Development Michael Hauptman, told Real-Time Daily via email. "Working with ROI Influencer Media, our clients can easily access native social media in real time through a variety of formats.” 

A couple of examples of the influencers? Mike Conley, the NBA star, who has 1 million followers and friends on Facebook, Twitter, and Instagram. Catt Sadler, correspondent for E! News,  who has more than 1 million followers and friends on social sites and her site theCATTWALK. And Regina King,who recently won an Emmy for her work on "American Crime," who has more than 1.3 million followers on Twitter and Instagram.