Score one for Madison Avenue data processing giant Donovan Data Systems (DDS) in the race to develop a state-of-the-art system for managing the workflow of digital campaigns and media buys. DDS last
week announced its new iDesk system is now fully integrated with the latest version of DoubleClick's DART for Advertisers in the U.K., and will implement it in the U.S. soon.
The deal is
significant, because DART is the primary platform used by digital agencies and advertisers to create, serve and manage online ad campaigns, and its integration into DDS' workflow systems means the
entire process can now be handled seamlessly, and completely electronically by DDS shops, eliminating the needs for faxes, spreadsheets and paper notes.
The companies claimed that iDesk is the
first major media data processing system to become fully integrated with the latest version of DoubleClick's DART system, giving DDS a leg up on its chief rival, MediaBank, which has been in a
neck-and-neck race with DDS to create the next generation of digital media processing systems for Madison Avenue.
The companies said the integrated system was initially activated at U.K. digital
shop AMS Media, and that a U.S. version would be available within six months.