The Varick Media Management Mission
Varick Media Management is an MDC Partners Company. VMM was founded in 2008 to deliver on the promise of audience-driven media – the idea of buying audiences, rather than pages. For decades, direct marketers have targeted mailings based on a deep data-driven understanding of audience segments.
VMM applies this same highly targeted approach to addressable digital mediums. VMM dynamically allocates media investments based on performance across various channels including standard display, video, mobile, social, & digital out-of-home.
Scale & Reach
VMM is integrated with numerous supply sources and observes several million impressions per day across digital channels including display, video, social, and mobile. In real-time bidding (RTB) environments, VMM utilizes proprietary algorithms to determine relevancy of an impression for a brand and the associated price point.
VMM’s automated decision engine leverages an array of user data attributes in real-time to ensure highly targeted reach at scale and elimination of wasted impressions. The potential data points include, among others, the following: demographic, behavioral, past-purchase, social, and brand affinity. VMM partners with leading providers of data and utilization is determined by business goals and industry category.
Media investments are managed in real-time with ROI in mind. The underlying VMM analytics platform encapsulates an array of relevant measurement variables including brand metrics, site visitation and engagement trends, and
Darren Herman is the co-founder of Varick Media Management (2008), Chief Digital Media Officer of kirshenbaum bond senecal + partners & the media kitchen, and Founder & President of kbs+p Ventures. Herman is responsible for delivering digital media strategies and tactics for all clients and an industry leading robust digital infrastructure.
Herman is known for bringing Wall Street like analytics to maximize client ROI while also having an eye for creativity. Before joining the media kitchen & kbs+p in 2007, Herman was a 5x entrepreneur having raised over $50MM in venture capital for his own ventures and had advised on over $100MM in capital raise.
Barry Lowenthal is a boomerang. We call Barry a Boomerang because, like quite a few other kber’s, he’s returned to us. However, unlike an ordinary boomerang that returns in the same condition that it was sent, Barry returns to kbp with experience, knowledge and a new role: president of The Media Kitchen.
Life at Varick Media Management
We are moving into our new offices this week! The space was designed just for us.