Point of View: Tech war winners

The technology used to process advertising and media buys lagged behind the rest of the world until war broke out between Donovan Data Systems and an aggressive venture capital-backed startup, MediaBank.

Point of View: Tech war winners

Joe Mandese MediaPost

Madison Avenue has struggled to keep up with the pace of technology innovation. I'm talking about the technology the ad industry uses to process advertising and media buys – systems such as Donovan Data Systems.

While the rest of the world has been undergoing a digital revolution that is transforming the way brands use media to interact with consumers, the enterprise software systems that agencies use to manage the process have largely lived up to their oft-used nickname: legacy systems. It wasn't too long ago that many of them were...

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