Infillion: the MediaMath DSP today, Catalina data, pricing and alternatives

The MediaMath DSP did not disappear. MediaMath, founded in 2007, filed for Chapter 11 on 30 June 2023, and a Delaware court accepted Infillion's $22 million cash bid on 23 August 2023 (Digiday, 23 August 2023). On 9 November 2026 Infillion still offered a DSP product page, and its site linked to a MediaMath-branded platform login and training academy (Infillion DSP).

Infillion packages the DSP with other ad tech it owns. Its press material lists MediaMath, TrueX, Gimbal, Drawbridge and Catalina as the companies it unified, and its home page adds InStadium (Infillion, 18 September 2026). PPC Land reports "192-plus interoperable components" across the platform (PPC Land, 23 February 2026).

The data deals point the business at retail and consumer goods. Catalina's network covers 130 million US households and $600 billion in yearly spending, and its US data will be used "exclusively" through Infillion (PPC Land, 23 February 2026). Foursquare adds visit data, so the platform can claim to measure both store visits and purchases.

Infillion's DSP is "API-first". Buyers can work through the user interface, REST APIs or the Infillion Agent Connector, and switch between managed, self-serve and agent-run modes (Infillion DSP). An optimisation engine called Infillion Brain shifts budget in flight. XGraph, Infillion's identity graph, links people, households and devices.

The Agent Connector is built on the Model Context Protocol. Infillion launched it in December 2025. It says any compatible AI, "ChatGPT, Claude, Gemini, or something your team built", can create and edit campaigns, pull reports, manage site lists and build audiences (Infillion, 1 October 2026). It is designed to return as few tokens as possible to the AI, which keeps costs down for heavy users. Industry standards for agent buying are tracked on the agentic advertising hub.

Measurement leans on Catalina. Its HUB360 product links ad exposure to SKU-level sales, with results about four weeks into a campaign and weekly updates through a 30-day post-campaign window (Infillion Catalina, accessed 9 November 2026). That is closed-loop measurement outside a single retailer. Infillion also says buyers can bring their own algorithms and use log-level data to check results (Infillion, accessed 9 November 2026).

Infillion publishes no prices, platform fee or minimum spend. Its DSP page invites buyers to talk to sales, and the Catalina and Foursquare announcements disclose no financial terms. Because buyers can run the DSP managed, self-serve or through an agent, ask whether the fee changes by mode, and whether Catalina data and HUB360 measurement are priced separately.

The three ways DSPs charge, and what to ask for in writing, are set out in DSP pricing explained.

Strengths

• Agent access built in. An MCP connector lets an agency's own AI run campaigns without a custom integration.
• Purchase data held exclusively. Catalina's US data is available only through Infillion, which no other DSP can offer (PPC Land).
• Sales and visit measurement in one place. HUB360, and Foursquare once the deal closes, cover both checkouts and store visits.
• Retail media operator experience. Walmart Connect Mexico runs its DSP on Infillion's platform.

Limits

• Ownership churn. The DSP changed hands in a 2023 bankruptcy sale (Digiday) and has been rebranded since, so ask about roadmap and support commitments.
• No public pricing or financials. Infillion is private and discloses neither fees nor revenue.
• Unclear EU reach. We found no Infillion or MediaMath entry in the IAB Europe Global Vendor List on 5 November 2026, which matters for TCF-based buying in Europe.
• Deals still closing. The Foursquare purchase was announced, not completed, at our research cut-off.

• Infillion's legal entity name, founding date and investors.
• Any fee, minimum spend or contract term for the DSP, Catalina data or HUB360.
• Whether the Foursquare acquisition has closed, and its price.
• Whether Infillion operates under another name in the IAB Europe vendor list, or serves EU inventory without TCF registration.

1. Infillion, "DSP" product page (accessed 9 November 2026). https://infillion.com/products/dsp/
2. Infillion, "Company" (accessed 9 November 2026). https://infillion.com/company/
3. Infillion, "Infillion to Acquire Foursquare, Closing the Loop Between Advertising and Real-World Results" (18 September 2026). https://infillion.com/blog/infillion-to-acquire-foursquare-closing-the-loop-between-advertising-and-real-world-results/
4. Infillion, "What agentic AI built on MCP actually looks like inside a DSP" (1 October 2026). https://infillion.com/blog/what-agentic-ai-built-on-mcp-actually-looks-like-inside-a-dsp/
5. Infillion, "Walmart Connect Mexico brings self-service brand lift to its DSP" (3 August 2026). https://infillion.com/blog/walmart-connect-mexico-brings-self-service-brand-lift-to-its-dsp/
6. Infillion, "Infillion Catalina" (accessed 9 November 2026). https://infillion.com/solutions/infillion-catalina/
7. PPC Land, "Infillion buys Catalina to lock in $600B in annual purchase data" (23 February 2026). https://ppc.land/infillion-buys-catalina-to-lock-in-600b-in-annual-purchase-data/
8. Digiday, "Infillion is confirmed as MediaMath's new owner as a familiar face slides back into view" (23 August 2023). https://digiday.com/media-buying/infillion-is-confirmed-as-mediamaths-new-owner-as-a-familiar-face-slides-back-into-view/
9. IAB Europe, Global Vendor List v3, version 184 (last updated 5 November 2026). https://vendor-list.consensu.org/v3/vendor-list.json
10. Infillion, "Infinite Video", "InStadium" and "Gimbal" product pages (accessed 9 November 2026). https://infillion.com/products/infinite-video/ ; https://infillion.com/products/infillion-instadium/ ; https://infillion.com/products/infillion-gimbal/