NEW YORK Donovan Data Systems said it has re-signed MPG, a unit of Havas, and independents RJ Palmer and Rubin Postaer Associates to new long-term contracts for its ad-buying processing system.
Combined, the shops buy more than $4 billion in ads per year in the U.S., with MPG accounting for the largest single piece. Last year, it’s U.S. billings totaled $3.5 billion, according to Adweek research.
Up for grabs is a significantly bigger piece of business: the estimated $20 billion in ad buys that flow through the Interpublic media shops including Initiative and Universal McCann.
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