One adtech executive believes MediaMath's bankruptcy is a sign of more pain to come. MediaMath's filing for Chapter 11 bankruptcy protection has sent shock waves throughout the digital-ad industry. Now MediaMath's creditors, who are cumulatively owed more than $100 million, are scrambling to figure out their next moves. It's likely that the unsecured creditors owed money by MediaMath would receive just pennies on the dollar once the bankruptcy proceedings are resolved. Bannister said Raptive was in the process of seeing how much money MediaMath owed it.

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