Home  › Media › Media Buying

MediaBank Buys AdBuyer, Bolsters Cross-Media Buying Tools

  |  April 28, 2011   |  Comments

Company aims to centralize buying and management of media, online and off.

Ad operations software provider MediaBank has acquired online search and display ad platform AdBuyer for an undisclosed sum. The Chicago-based company plans to combine AdBuyer's capabilities with its existing offline media management platforms, granting agencies the ability to plan, purchase, and track buys across multiple channels from a single point.

"What's compelling for an agency is the concept of cross media buying and attribution. Most advertisers are less concerned with the type of media they're buying than they are with reaching specific audiences and achieving specific goals," MediaBank's president of agency systems, John Bauschard, told ClickZ.

The company's ultimate goal is to enable its agency clients - which include major media agencies Starcom MediaVest and Mediabrands - to easily manage their online media activity alongside traditional channels such as print and broadcast. The ability to plan, manage, and buy all media from a single interface should allow for easier data and strategy analysis, the company said.

"In the media world people tend to get very siloed and miss the focus of the big picture. This tends to be especially true in the digital world. Digital is growing faster, but there's still more dollars in other media types," Bauschard commented, suggesting the combination of data gathered from online and traditional campaigns can help advertisers better understand the ROI of both. "At the heart of this we're all data guys."

AdBuyer's offering delivers real-time integration with ad exchanges such as those provided by Google and Yahoo, as well as the leading search ad vendors. As is common with demand-side platforms, it also plugs in external data from firms such as eXelate and BlueKai. MediaBank plans to integrate that technology with its existing media management platforms, which currently support a cross section of on- and offline media, as well as its M|Buy traditional media buying marketplace.

Tim Ogilvie, AdBuyer CEO turned MediaBank SVP of product, suggested the concepts applied to exchange-based online display ad buying could help inform the purchase of offline media. "In a fragmented market such as print, for example, advertisers are trying to figure out how they reach and engage the right audiences," he said.

Ogilvie also implied that the existence of a cross-channel platform could help agencies overcome the inefficiencies of a fragmented media landscape, saving them money in the process.

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Jack Marshall

Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011. 

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Marketing Systems Analyst
      Marketing Systems Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Marketing Systems Analyst to our expanding team. We...