MediaBank Buoys Agency Systems and Marketplace With AdBuyer Acquisition
ADOTAS – “They are the incumbent, we’re the disruptor,” MediaBank CEO Bill Wise tells Nicholas Carlson at Business Insider while announcing the acquisition of DSP AdBuyer.
“They” would be Donovan Data Systems, chief supplier of multi-channel – online and offline – media-buying tools for agencies for the last four decades or so. MediaBank is its upstart competitor, which named Wise, whom you might remember from his tenure at Yahoo! Right Media, CEO last year.
Wise clams in the interview that Mediabank’s agency systems are now managing $50 million in ad spend in North America, which he puts at a little under 50% of the market. The addition of AdBuyer’s DSP — which offers a single platform for managing and optimizing search, display and retargeting campaigns — will offer agencies access to search and display exchanges as well as third-party audience targeting data from AdBuyer’s partners (usual suspects: BlueKai, eXelate, TargusInfo, etc.).
AdBuyer’s technology will be used to power MediaBank’s Marketplace, its proprietary cross-channel planning and buying platform introduced earlier this year. MediaBank says the platform enables targeted buying across roughly 80% of all U.S. print inventory.
The whole AdBuyer team is coming to MediaBank, with CEO Tim Ogilvie taking the role of senior vice president of product.
“We believe that the market is truly at a tipping point, that ad agencies need to evolve. They need to embrace newer technology that exists,” Wise says in the BI interview. “And really one of the things in digital is supply and demand need to coexist on the same platform. And that platform needs to be open and transparent, whereas some of the … archaic older technolog[ies] are really closed.”
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