Media Futures Market (MFM), a platform which connects buyers and sellers of media inventory, has expanded to the UK. Leading the UK launch is Dan Gee, who was previously Head of Advertising at WeTransfer.
Launched in the Netherlands in 2021, MFM provides a platform for advertisers to discover media opportunities across channels. Through its direct relationships with publishers – such as Hearst and Warner Bros. Discovery – MFM aims to help UK advertisers to optimise their media investments.
Advertisers and agencies can work with MFM purely as a discovery platform, or via its managed service for planning and buying media.
“As we launch in the UK, we aim to provide a new, low friction solution for advertisers frustrated by the inefficiencies and black boxes of the open market,” said Gee. “MFM’s media discovery platform provides advertisers direct control over where they advertise, while minimizing costs and workload, ensuring that their budgets are working for them. This model allows advertisers the freedom to innovate and make decisions based on what’s in their best interest. We think of it as principles-based media, rather than principle-based media.”
Gee worked at WeTransfer for six and a half years, most recently as Head of Go-To-Market and Head of Emerging Markets. His more than 15 years of experience within media and marketing has also seen him take on roles at Telegraph Media Group, Guardian News & Media, and the Royal Horticultural Society.
