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Following the demise of the holding-company joint venture MediaPort, the American Association of Advertising Agencies is stepping up its efforts to get software vendors to agree to an industrywide protocol for electronic media buying.
“As important as it was for MediaPort to create data-transmission standards, it is important for media vendors to create the software [to implement them],” said 4A’s evp for member services Mike Donahue, who is heading up the initiative. “Otherwise, it won’t happen.
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