MediaMath, which began exploring a sale in 2020 but paused the effort amid ad-tech companies’ pandemic-driven challenges, has now hired bankers to explore a sale and other strategic options, according to the Wall Street Journal.

Luma Partners LLC and Centerview Partners LLC are advising the company, which has recently contacted private-equity firms and other prospective buyers, knowledgeable sources told WSJ.

MediaMath, one of the few remaining independent ad-tech firms, operates a demand-side advertising platform that competes with fellow independent The Trade Desk, as well as Amazon, Google and others.

Backed by $500 million in funding, MediaMath has recently brought on a new CFO and CTO, notes WSJ.

Its recent moves include integrating LiveIntent’s nonID platform into MediaMath’s DSP to allow brands to personalize ads without third-party cookies, and partnering with Comscore to launch programmatic contextual targeting in Latin America.