MediaBank, Strata Unveil New Digital Media-Buying Apps
Two of Madison Avenue's leading "back office" systems providers - MediaBank and Strata - have struck deals advancing the way they process and manage online and digital media buys.
Chicago-based and VC-backed MediaBank this morning announced an agreement with Omnicom's Critical Mass unit to develop a new "analytics dashboard" that will help the agency's clients get a handle on the impact of their digital media buys. The dashboard, which is based on MediaBank's A|X analytics platform, will be used to track Web site performance for an undisclosed automotive client, aggregating usage data from more than 30 country sites in Europe, the Middle East and North America. Critical Mass handles Mercedes-Benz.
Strata, which is owned by Comcast Corp., meanwhile announced what it dubbed its first "agency-based ad serving solution built from the ground up." The new product, developed with Eyeblaster's MediaMind, offers integrated access to Eyeblaster to simplify rich media campaign management, doing away with the need for agencies to reenter campaign buys into multiple systems.
Strata currently works with about half of all media-buying agencies, and processes about $50 billion worth of media buys annually.
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A point of clarification: Mercedes is not a current client of Critical Mass.