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Case study

Explore the Cutting Edge Technology Behind Hudson MX's Enterprise Media Platform

Media and Entertainment


The media buying industry had previously lacked an integrated platform for handling the media buying process end to end. Advertising software startup Hudson MX approached us to support its first-of-its-kind solution.


We worked together to release MX Platform, the world's first end to end media buying platform. Its cloud-based, API-first design helps buyers make real-time decisions without coding knowledge. The platform has now been used by all the major global advertising holding companies.

Connecting the dots across media buying

Hudson MX and Endava worked closely together to produce a modern and modular tech stack and architecture that can fully meet the needs of media buying and accounting teams – today and in the future.


Back in 2016 Hudson MX identified a need for advertising agencies to modernise their media buying and accounting tools, integrate their disjointed processes and systems, and establish connectivity with their commercial partners, including media owners. Their vision was to create the world’s first cloud-based, customisable platform, along with a suite of open APIs for all media types, markets and end-to-end workflows. As a fast-moving start-up with a big vision, Hudson MX sought a nimble, trusted partner with creative ideas, processes and people, who could help them deliver an incredibly robust, secure, and scalable platform. We helped define the MX Platform’s system architecture and proof of concept, and have worked closely with their teams to build, maintain, and scale the media ecosystem’s only modern enterprise solution.

Technology at the heart of transformation

The MX Platform™ is the first-ever enterprise media platform, designed to power streamlined and effective omnichannel media activation at scale. This solution enables the unification of all media buying and accounting workflows for all media types–including planning, buying, billing, paying, administration and reporting – with limitless potential to integrate any proprietary or third-party tools and data to optimally deliver on media planning goals.
Scroll on to explore different layers of the cutting-edge technology behind the MX Platform™.

Fuelling advertising excellence

Hudson’s MX Platform™ has now been used by all of the major global advertising holding companies, including the top agencies in the U.S., to transact media buys with 3,000+ media sellers in all 210 markets – with transaction volume on track to equal billions over the next year. On average, clients have reported time savings of 20-30%, depending on the media type and workflows automated.

We’re excited to continue our journey to create further efficiencies and capabilities for Hudson MX’s clients, leveraging emerging technologies, data insights and AI.

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