Mediaocean integrates Comcast AdDelivery system with Mediaocean media buying platforms to provide an innovative, fully integrated ad management solution - Optica. The integration automates formerly labor-intensive manual processes and closes key informational and operational gaps between media and trafficking teams.
Move affirms commitment to mid-market
New York – Mediaocean has hired David Oliveira, a past executive at Demand Media and Yahoo, as its new SVP / General Manager of M|Buy — a Mediaocean division focused on bringing a suite of technology-based solutions to independent and in-house agencies. M|Buy offerings include white-label technologies such as a full service trading desk, as well as solutions for traditional buying and cross-channel reporting.
Oliveira brings 20 years of media experience to the role, primarily in executive capacities within leading new media organizations. Immediately before joining Mediaocean, he was SVP, National Sales at Demand Media. Prior to that, he held multiple Regional VP Sales roles in the Northwest and the Midwest at Yahoo.
“Mediaocean’s mission is to extend its impact across the full gamut of the marketing ecosystem,” said John Bauschard, President, Platforms at Mediaocean. “With very clear strengths in bringing game-changing, technology-driven media solutions to market, David has precisely the kind of talent we need to lead that change.”
Added Oliveira: “M|Buy’s goal is to bring best-of-breed tools and services that empower agencies and partners to move their clients’ business. We have an exceptional team and some of the most powerful marketing technology I’ve come across. I’m very excited to help put that technology to work for partners of all sizes."
About M|Buy from Mediaocean
Mediaocean gives the marketing industry power over technology in a changing landscape. Its offerings include M|Buy, a media management platform that combines the best in technology, data and services across digital and traditional media — to empower independent and midsize agencies to achieve world-class efficiencies in their media buying and planning.
Company officially forms March 1, goal to create universal operating system for the advertising business
Donovan Data Systems (DDS) and MediaBank announce that their merger is approved by the US Department of Justice.
The two firms become Mediaocean, effective March 1, with the immediate goal of creating the first global operating system designed specifically for the advertising industry: Mediaocean OS.
Mediaocean OS will be an open platform with universal APIs—enabling advertisers, agencies, media sellers, and third-party application builders to integrate with it seamlessly. That interoperability will enable limitless configuration of tools and customizable offerings for any advertiser or business need—empowering agencies to differentiate and remain nimble in the face of ever-changing media technology.
“We’re living through a revolution in communications,” says Bill Wise, Mediaocean CEO, “one we all want to take full advantage of. Imagine easily integrating campaigns across all traditional and digital media, so marketers manage brand resources around the globe in the same way they do within their home market today. Imagine applying the amazing data that’s captured on consumer preferences, behavior and location in real time, to individualized marketing efforts. With today’s proprietary, silo systems, this is almost impossible, but with an open platform, we can realize it tomorrow.”
Michael Donovan, Mediaocean executive chairman, believes an open operating system will unleash a new wave of creativity in the ad industry. “When I started DDS back in the 1960s, TV was coming into its own, and agencies were struggling to use it effectively. DDS systems made TV planning and buying much more efficient, freeing-up agency resources to focus on creative. The result was a renaissance of creativity in advertising messages. Now, digital media and changes in consumer behavior pose a completely new and different challenge—how to make effective use of all the data. We believe the open Mediaocean OS will help agencies and third-party developers quickly create innovative tools and systems to harness that data. Agencies are entering a new renaissance—this time built on information creativity.”
Mediaocean gives advertising agencies power over technology in a rapidly changing world. It achieves this through Mediaocean OS: a platform to empower agencies to configure third-party technology tools into the precise stack of solutions that will carry advertisers through market disruption. Mediaocean creates products that are global, neutral, and open. Through them, agencies can incorporate and connect directly with the tools and technologies they need. To learn more about how Mediaocean is changing the face of media, visit mediaocean.com
Businesses join to create an open industry platform to tackle advertising industry challenges
NEW YORK and CHICAGO, September 25, 2011 - Donovan Data Systems (DDS) and MediaBank, two of the world’s best known advertising agency systems, today announced they are merging to form a new company called Mediaocean, with a mission to create a single, neutral and universal operating system (OS) for advertising technology. The new company will address dramatically changing industry needs at a critical juncture. Broad change caused by the movement to digital, fragmentation of audience, data, and technology—as well as the overarching trend of automation—are creating enormous challenges for the advertising ecosystem. Meanwhile, the software solutions needed to solve these mission-critical areas are becoming more complex. Finally, many companies trying to solve these problems are also selling advertising inventory, which may create conflicts.
An independent Mediaocean will continue to invest heavily in advancing its core applications, including national and local TV, print, out of home, and radio and digital, along with creative workflow management. DDS and MediaBank’s joint resources will develop a new, universal and fully open operating system for the advertising industry.
The mission to create the OS, called the Mediaocean OS Project, will encompass common standards, open platforms and universal APIs, to enable any agency, media seller or third party to seamlessly integrate with each other as well as with the Mediaocean systems. Mediaocean expects that the economies of scale from this merger will allow it to additionally invest in the building and supporting of new systems in the ever changing global market. This in turn will result in lower overall costs for Mediaocean clients. Mediaocean will be able to offer neutral, independent solutions to the entire ecosystem.
Mediaocean will be led by Michael Donovan, founder and chairman of Donovan Data Systems, as Mediaocean executive chairman; and Bill Wise, MediaBank CEO, as the new company’s CEO.
Mediaocean is focused on the industry worldwide. “Technology solutions must address the global advertising industry, enabling the coordination of technology across businesses, applications and data, media channels and geographic regions,” says Bill Wise. “Our goal is to give agencies the tools and control they need to realize their full value in a changing landscape, and to do so with complete transparency and neutrality.”
Michael Donovan, executive chairman of Mediaocean, is confident that the combined companies will enable clients to do their jobs effectively on a global scale. “The potential of the merger is enormous. It will enable the entire industry and inspire every advertising professional and system developer. It will empower agencies to embrace continuous change and keep their lead in a fast changing digital world—no matter what automation, digital media and new players in the advertising space may throw at them. After more than four decades in the media technology business, I can’t think of a more exciting next step.”
The merger is pending US government regulatory approval. LUMA Partners advised DDS on the deal.
Mediaocean will give the advertising industry the power over technology in a changing landscape. It will achieve this through the Mediaocean OS Project: a mission to empower buyers and sellers to configure any set of third-party technology tools into the precise stack of solutions they need. Mediaocean OS products will be global, neutral and open. MediaOcean also provides market leading media and creative workflow tools, born from the technology of Donovan Data Systems and MediaBank. Mediaocean has more than 800 employees in the United States, Canada, the United Kingdom, Ireland, Germany, France and India. www.mediaocean.com.