The B2B marketing platform Octane11, the first company incubated by MathCapital, a venture fund backed by MediaMath CEO Joe Zawadzki and ad tech vet Eric Franchi, launched on Thursday.

Dan Rosenberg, Octane11 founder and CEO, developed strong feelings about B2B mar tech vendors and where there were unmet needs in the market from his time as chief marketing and strategy officer at MediaMath, he said.

The startup’s business model also mirrors MediaMath, he said, with a platform fee and potential add-ons for data or managed services.

MathCapital, which has marketing technology investments like Thunder, Amino and Hudson MX, leverages the ad tech insider perspective “to find the white space” in digital media, Rosenberg said.

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