Demand-Side Platform AdBuyer.com Acquired By MediaBank; Attribution Holy Grail Looms

CEO Bill Wise’s MediaBank announced today that it has acquired demand-side platform AdBuyer.com (Read AdExchanger.com Q&As from 2009 and 2010). According to the MediaBank press release:

“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.”

Read the release.

It appears that with AdBuyer.com, Wise is looking to update his M|Buy idivision of MediaBank which he said “uses technology, data, and services to help advertisers run local advertising more intelligently” in an interview with AdExchanger.com last August. Read the MediaBank DSP interview from August 2010.

AdBuyer.com was built originally as a search and display buying platform. Wise and MediaBank want to create its own cross-channel version of the DSP model. With MediaBank’s back office systems in place and helping to deliver cross-channel transaction information for agencies, in theory, this data could help power not only the targeting the capabilities of a DSP but also power a better understanding of attribution where the marketer/agency knows how each channel of spend affects each channel AND the final conversion.

This “attribution” holy grail is something many layers are chasing as they try to get their hands on all the buying and selling data ….. there’s different ways to do it. Google has its way, Adobe has its, AppNexus is building its plumbing, IBM is moving in this direction whether they know it or not. Bill Wise with his understanding of the space and Right Media experience and wants Mediabank to be there, too. Certainly, Donovan Data Systems will give this a “go” too.

Everyone is chasing but no one has truly achieved. Can it be achieved? Seems like its a ways off. Eventually, it seems reasonably possible. Big data, right this way!

By John Ebbert

Must Read

Programmatic

Wall Street Wants To Know What The Programmatic Drama Is About

Competitive tensions and ad tech drama have flared all year. And this drama has rippled out into the investor circle, as evident from a slew of recent ad tech company earnings reports.

Platforms

Omnicom Allegedly Pivoted A Chunk Of Its Q3 Spend From The Trade Desk To Amazon

Two sources at ad tech platforms that observe programmatic bidding patterns said they’ve seen Omnicom agencies shifting spend from The Trade Desk to Amazon DSP in Q3. The Trade Desk denies any such shift.

influencer creator shouting in megaphone

Platforms

Agentio Announces $40M In Series B Funding To Connect Brands With Relevant Creators

With its latest funding, Agentio plans to expand its team and to establish creator marketing as part of every advertiser’s media plan.

Google Rolls Out Chatbot Agents For Marketers

Google on Wednesday announced the full availability of its new agentic AI tools, called Ads Advisor and Analytics Advisor.

Commerce

Amazon Ads Is All In On Simplicity

“We just constantly hear how complex it is right now,” Kelly MacLean, Amazon Ads VP of engineering, science and product, tells AdExchanger. “So that’s really where we we’ve anchored a lot on hearing their feedback, [and] figuring out how we can drive even more simplicity.”

Betrayal, business, deal, greeting, competition concept. Lie deception and corporate dishonesty illustration. Businessmen leaders entrepreneurs making agreement holding concealing knives behind backs.

ad tech earnings

How PubMatic Countered A Big DSP’s Spending Dip In Q3 (And Our Theory On Who It Was)

In July, PubMatic saw a temporary drop in ad spend from a “large” unnamed DSP partner, which contributed to Q3 revenue of $68 million, a 5% YOY decline.

Must Read

Popular