Mediaocean Taps Key Operator To Develop Madison Avenue's OS, Operative's Sampath

As part of its mission to revolutionize the technology Madison Avenue uses to plan, buy and pay the media -- especially digital media -- Mediaocean has recruited a savvy digital technology and “big data” vet, Vedant Sampath, as its chief technology officer.

Sampath, who most recently was CTO of Operative, will bring his sell-side experience to Mediaocean’s buy-side customers -- the agencies that manage billions of dollars of digital and traditional media investments for much of the ad industry.

Sampath, who previously was a top developer at Oracle and Hyperion, will be a key player in building what Mediaocean has been referring to as Madison Avenue’s “OS,” or operating system for processing all of the data involved in managing their advertising and media buys.

CEO Bill Wise has vowed that the platform would be “open,” enabling any third-party technology providers to develop on top of and to integrate into the infrastructure that its agency clients use to process their data.



Mediaocean says Sampath is the key player for building what it is now calling a “universal platform for the marketing industry.”

Mediaocean, which was formed in March by the merger of industry pioneer Donovan Data Systems, and VC-backed MediaBank, claims it currently serves 50,000 users processing 7 million transactions daily and managing $130 billion annually.

A key component and an important first step in the development of its OS platform has been the creation of a new, state-of-the-art digital media processing system, which CEO Wise vowed would be deployed this summer.

2 comments about "Mediaocean Taps Key Operator To Develop Madison Avenue's OS, Operative's Sampath".
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  1. Henry Blaufox from Dragon360, July 26, 2012 at 4:04 p.m.

    From the way this reads, plus what I have picked up at information sessions conducted by MediaOcean (including one in May that was hosted by Operative), it seems like the "OS" is still a long way off. No dates or specifics are being offered, so this is barely even vaporware. MediaOcean will bring in systems and business people from outside the DDS / MediaBank organizations who can provide a fresh approach to development and implementation, one not constrained by their old methods. Otherwise, the industry will be waiting for a long time.

  2. rahul jha from any, August 23, 2012 at 11:18 p.m.

    From the way this reads,plus that and we can say that "Universal Platfrom for the mareting industry is the great apportunities for huge of people.

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