• by Joe Mandese , September 23, 2008

In a rare public announcement that signals a more vocal position in the media data processing business, industry leader Donovan Data Systems (DDS) Monday announced new long-term contracts with three big agencies: Havas' MPG; RJ Palmer and RPA.

Details, terms and the tenure of the new deals were not disclosed, but DDS said they followed a comprehensive review of various media processing systems, including new, state-of-the art digital media buying systems.

Importantly, DDS said all three of the new agency contracts include its new iDesk system, an ad-server neutral application released earlier this year for managing digital advertising campaigns that is designed to compete with upstart MediaBank.

The battle with MediaBank has been heating up ever since Public's Starcom MediaVest unit left DDS and began publicly backing MediaBank, and industry eyes have been on Interpublic's review for its $25 billion-plus media buying systems contract, which is expected to be announced officially in the next couple of weeks, and is believed to be down to DDS and MediaBank.