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DDS and MediaBank merge operations

Donovan Data Systems (DDS) and MediaBank are joining forces to create a universal operating system for advertising technology.

The new offering, MediaOcean, will be led by Donovan Data Systems founder and chairman Michael Donovan, as MediaOcean executive chairman; and MediaBank chief executive Bill Wise, as the new company’s CEO. MediaOcean’s core applications will include national and local TV, print, out-of-home, radio and digital, along with creative workflow management.

The new operating system, called the MediaOcean OS Project, will include common standards, open platforms and universal APIs, in an effort to allow agencies, media sellers and third parties to integrate with each other on the new platform.

“Technology solutions must address the global advertising industry, enabling the coordination of technology across businesses, applications and data, media channels and geographic regions,” said Wise. “Our goal is to give agencies the tools and control they need to realise their full value in a changing landscape, and to do so with complete transparency and neutrality.”

The merger is pending US government regulatory approval.

Martina Lacey, London