Havas Digital, MediaMind Partner On Analytics
- by Gavin O'Malley @mp_gavin, September 20, 2011
Per the deal, MediaMind will help power Artemis, Havas Digital's own analytics platform. Marketers can expect the two partners to pitch them on the combination of MediaMind's multichannel ad-serving technology with the attribution and analytics capabilities of Artemis.
Pitched one way, Katrin Ribant, executive vice president of data platforms for Havas Digital, says: "The integration of MediaMind with our Artemis analytics platform allows marketers to have increased depth of insights into digital marketing efficiency."
Artemis is core to Havas Digital's Adnetik platform, which is widely believed to be the first major demand-side display advertising platform to come out of an agency holding company.
Digital media and ad technology provider DG recently acquired MediaMind for $414 million in cash. Gal Trifon, former MediaMind CEO, stayed on as chief digital officer at DG.
For DG, the deal was just the latest in a string of acquisitions designed to strengthen its position in the field of digital advertising products and services.
Just last month, for instance, DG scooped up EyeWonder from Limelight Networks for $66 million. Marking a major loss for the content delivery company, the sale price was nowhere near the $110 million Limelight paid for the rich media experts at EyeWonder last year.
Known as DG FastChannel until late last year, DG is a major provider of content management and distribution solutions for advertising, entertainment and broadcast industries.
DG's rebranding extended to all current subsidiaries and products, including Unicast, which develops custom rich solutions for publishers; Springbox, an interactive marketing firm; Pathfire, a distribution service for SD and HD syndicated programming; Match Point Media (Treehouse), which customizes and distributes direct-response advertising; and SourceEcreative, a global information and archival resource.
