IN THE PRESS
FOR IMMEDIATE RELEASE
MediaBank Acquires AdBuyer.com, Platform Enabling Unified Media Management Across Search and Display
Will become core technology powering media management across digital and traditional channels, strongly enhances MediaBank Marketplaces division
Chicago, April 28, 2011- MediaBank has acquired AdBuyer.com, a media buying and optimization platform that runs across both the major search engine networks and the display ad exchanges. MediaBank will make the AdBuyer platform available to MediaBank partners via the MediaBank O|X and A|V media management systems, and will expand AdBuyer’s cross-channel capabilities across all major media—creating a single, unified command center spanning digital and traditional advertising.
Through AdBuyer, MediaBank partners will now have the ability to plan, optimize, and behaviorally target media as a single, coordinated campaign running across both search and display exchanges—including Google/DoubleClick, Yahoo! Search, Bing, Right Media, and OpenX—and to bid within those exchanges in real time. MediaBank users will also have access to sophisticated targeting information from BlueKai, eXelate, TargusInfo, Rapleaf, and AlmondNet, via AdBuyer’s data partnerships.
In the second phase of integration, AdBuyer will become the core system powering M|Buy Marketplace, MediaBank’s own cross-channel planning and buying platform which currently enables targeted buying across roughly 80% of all US print inventory. The enhanced, AdBuyer-powered M|Buy will provide cross-channel management across the digital and print channels, with more media types to come.
“Today’s media campaigns are interwoven across limitless channels and touchpoints, increasingly across exchanges and other automated marketplaces” explained Bill Wise, CEO, MediaBank. “This creates serious challenges of reconciling data and strategies across each medium’s own pricing models, targeting systems, and even conversion goals. AdBuyer has solved the difficult ‘apples-and-oranges’ computational problems of cross-media management; we’re thrilled to pass AdBuyer’s capabilities on to our clients, and to expand those capabilities across digital and traditional media.”
AdBuyer will be MediaBank’s third major technology acquisition. In 2007, the company acquired leading competitor Datatech; it acquired MediaPlex Systems, another competitor, in 2008. The AdBuyer acquisition will bring the entire AdBuyer team into the MediaBank fold, with AdBuyer CEO Tim Ogilvie becoming MediaBank's new SVP of Product. Ogilvie will report to John Bauschard, President of MediaBank Marketplaces, the MediaBank division which houses M|Buy.
Said Bauschard: “Tim and his team have proven themselves revolutionary thinkers in media technology, with a masterful ability to execute on game-changing ideas. They’ll be an incredible asset to MediaBank and its partner community, as together we push the media management technology revolution ahead.”
Added Ogilvie: “AdBuyer has always envisioned truly holistic, channel-agnostic campaign management that allows marketers to think only about their customers and their goals, letting the platform handle the analytical heavy lifting. In MediaBank, we’ve found the partner that will make that vision a new reality for some of the most sophisticated media businesses in the world, across all media channels. We’re thrilled to join forces with such an incredible change-agent.”
MediaBank, the operating system for the advertising industry, provides workflow systems, analytics platforms, and agency financial tools that deliver unprecedented levels of cross-media intelligence and efficiency for media planners, buyers, and vendors, at all levels of the market. To learn why MediaBank gains the trust of some of the leading names in media buying today, visit www.MBXG.com now.
AdBuyer.com (www.adbuyer.com) is a disruptive buying and optimization platform spanning search and the display ad exchanges. AdBuyer.com helps the top 5,000 search marketers grow by allowing them to get more out of their existing search campaigns and expand profitably into the display ad exchanges.
AdBuyer.com was founded in 2007 and is based in New York City.
Director of Communications, MediaBank