• by Joe Mandese  @mp_joemandese, April 29, 2011

In the battle for domination over Madison Avenue's media-buying processing marketplace, venture capital-backed MediaBank has made an aggressive push to diversify deeper into marketplace systems, acquiring AdBuyer.com, a so-called "DSP," or demand-side platform, enabling advertisers and agencies to manage online advertising campaigns across both search engine networks and display advertising exchanges.

The move is the latest push by MediaBank to diversify the services it provides big agencies, expanding beyond the traditional roles "back-office" systems providers provide, exchanging data with media sales reps, and providing software and data processing to manage the workflow associated with buying and paying the media.

The move comes as MediaBank's chief rival, Donovan Data Systems, is poised to release a new and completely revamped version of its iDesk digital media management system, and some other big overhauls of its massive enterprise management systems.

It also comes two months after the market's third biggest player, Comcast-owned Strata, introduced Ambit, a new system enabling big agencies to control which data they use to measure the effectiveness of their clients media buys and advertising campaigns.

MediaBank said it will integrate AdBuyer's platform with its agency management systems and will expand it into other media, including TV, to create a "single, unified command center spanning digital and traditional advertising."

Effective with the acquisition, MediaBank said its current system clients will immediately be able to utilize AdBuyer's platform to plan and buy search and display ad campaigns across most major exchanges, including Google/DoubleClick, Yahoo Search, Bing, Right Media, and OpenX, and to bid within those exchanges in real-time.

MediaBank clients also will have access to major online audience data targeting exchanges such as BlueKai, eXelate, TargusInfo, Rapleaf, and AlmondNet.

Terms of the deal were not disclosed.