Interpublic Group’s Mediabrands is dropping Donovan Data Systems as the main processor of its roughly $25 billion in North American media buying transactions, the company confirmed today. The shop has signed with MediaBank, a Chicago-based firm that has been challenging Donovan’s dominance in the field for several years now.
The switch will be completed around the middle of next year, and covers all IPG shops including Initiative, Universal McCann and Draftfcb.
The switch is a big blow to Donovan, which has been the largest player in the ad transactions processing space for decades. But MediaBank has been making progress. A little over two years ago, it signed its first big agency client, Starcom MediaVest Group. GroupM and Omnicom Media group remain Donovan clients.
It was only two years ago that Mediabrands re-upped with Donovan, after reviewing several systems, including MediaBank’s.
The deal is a major coup for Bill Wise, the former CEO of Yahoo’s Right Media who joined MediaBank this summer as CEO.
“Mediabrands is committed to employing revolutionary technology across all of our businesses and entities,” said Scott Beltran, chief information officer, Mediabrands. “MediaBank’s innovation helps make data accessible and actionable across today’s ever-expanding number of marketing touch points.”