• by Joe Mandese , Yesterday

In an industry back-office first, two of the biggest agency media tech suppliers -- Mediaocean and Basis Technologies -- this morning announced they are integrating their systems in a way they claim will "automate the entire media campaign process from start to finish."

Terms of the deal were not disclosed, but Mediaocean has long dominated how big advertisers and agencies process their media buys -- from its origins as mainframe processor Donovan Data Systems, through the merger of DDS and startup Mediabank, and a number of more recent bolt-on acquisitions, including Innovid.

Basis (originally Centro) was more of a digital native media-buying processor that has been servicing mid-size and smaller agencies with more customized solutions.

Calling the new relationship a "partnership," the companies declined to disclose whether it involved any equity or what kind of revenue-sharing model the new integration entails, but touted the fact that it's not a simple "API" (application programming interface), but a "foundational" partnership.

Asked how the deal is structured, Basis CMO said it "is about enabling two-way interconnectivity between our shared customers," adding that "it will be a deep and streamlined integration with Innovid Ad Server and associated product offerings."

While Basis integrates with other agency media processing tech suppliers -- including Strata and Advantage -- they are single point solutions such as billing and advertising formats.

The partnership follows long-term contracts and small equity investments by three holding companies -- Interpublic, Omnicom and WPP -- in 2024, and the recent addition of ad industry deal-maker Michael Kassan as Mediaocean's vice chairman.