Expanding its share of market as it targets Donovan Data Systems' leading position, MediaBank announced Monday (Oct. 20) it had acquired Mediaplex Systems, a technology division within ValueClick, for undisclosed terms. The acquisition includes Mediaplex's eBusiness and planning and buying platforms that help advertisers, agencies and media companies manage advertising across both traditional and new media platforms.
MediaBank's latest acquisition further consolidates some of the competitors to DDS. Last year, MediaBank acquired Datatech Software Corporation, another smaller player.
The purchase also means MediaBank inherits several agency clients such as Doner, which handles media buying for Coca-Cola, and The Martin Agency.
"With this acquisition we're continuing to set ourselves apart from our competitors with technology and services that truly allow agencies and advertisers to work more efficiently and intelligently across all media channels," said Brad Keywell, co-founder of MediaBank.
MediaBank, which signed Starcom last year, has been locked in competitive battle with DDS.
Both are currently in the process of pitching the Interpublic Group business.
The legal case between Starcom and DDS, which has accused MediaBank in affidavits of stealing its media planning and buying software, is in legal arbitration.