News and Views on Data-Driven Digital


Bill Wise

AdExchanger: News and Views on Data-Driven Digital Advertising

It’s been nearly a year since ad sales workflow systems provider Mediaocean was given the regulatory green lightto form the merger of Mediabank and Donovan Data Systems. While Mediaocean picked up the mantle of both entities’ attempts to bring online media buying methods to traditional TV, Mediaocean CEO Bill Wise tellsAdExchanger that the company is preparing to fully rollout its rebuilt system, starting with a display ad sales tool dubbed Prisma and then circling back around to include all media buying.

AdExchanger: How has Mediaocean’s strategy evolved since the merger?

BILL WISE: When we first announced the merger back in September of 2011, we were very grand about discussing our strategy – we wanted to be “the app store for advertising,” taking on Google, and as the only alternative in terms of ad tech plumbing.

Then, what you saw was us being quiet for the last eight or nine months. That’s been on purpose, because we had a lot of integration work to do. We completely reorganized the business, completely realigned our resources, created three separate divisions within the company, and we internally rebranded all of our products.

In the next couple of weeks we’re going to actually launch the new brands externally. We had five different digital technologies between DDS and Mediabank. We’re completing the entire rewrite and integration of all of those five products into one new digital product, starting with display advertising, called Prisma.

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