MediaCom will begin offering its clients the ability to manage digital ad campaigns using Eyeblaster's ad-serving platform.
The move is seen as a boost for Eyeblaster, which has been promoting itself as an independent ad-serving platform, and has its roots in enabling rich media advertising.
MediaCom, a media buying agency, will continue to offer its clients the option of managing campaigns on DoubleClick's DART from Google. It offers Microsoft's Atlas to clients outside the U.S., which is considered one of the top ad-serving platforms besides DoubleClick's DART.
When Google acquired DoubleClick in 2008, some contended that Google's dominance in online advertising could stifle competitors.
"I look at it as more of a diversification of applications. We can now use more vendors seamlessly, and have workflow efficiencies," said Lowell Simpson, senior partner, media systems and technology director at MediaCom, when discussing the decision to offer Eyeblaster in addition to DART.
"Eyeblaster is very similar, it's just a little bit unknown," Simpson said. "The two biggest things [for Eyeblaster] are the advanced reporting, which is a product that is a little bit different than the DoubleClick products, and the rich media products are a little bit more advanced than DoubleClick."
Simpson said some clients already use Eyeblaster in Europe. MediaCom was using Eyeblaster for rich media ad serving in the U.S. as well. Under the new agreement, the contract will include all ad types including display and rich media. Search is not yet covered.
MediaCom, which is the media strategy, planning, and buying unit of WPP, and falls under GroupM, has its own proprietary campaign management system called Lifeline. Eyeblaster will be able to integrate with Lifeline and provide reporting back to the agency on advertising. Simpson said it is still eight weeks before MediaCom's system operates with Eyeblaster.
MediaCom manages over $500 million to $600 million per year on digital advertising. So far no accounts have committed to using Eyeblaster, however Diageo liquor, Hasbro, and Staples have expressed interest.
Correction: Based on information from MediaCom, this story originally stated the agency does not offer Microsoft's Atlas ad management products to its clients. In fact, it does outside the U.S.
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