Integrated digital advertising services company MediaMind, a division of DG, has formed a partnership with Omnicom Media Group, says Andrew Bloom, SVP strategic business development at DG’s MediaMind.
“Really, this is a culmination of many years of working with Omnicom Media Group globally,” Bloom says. “It’s a way that we can roll out all the new products that we’re working on through the MediaMind and Omnicom Media Group platform globally.”
The partnership will allow MediaMind to grow business within all of Omnicom Media Group’s properties, he says. The partnership, however, will not be without its challenges, he says.
“Certainly, for us, it’s like any global deal,” he says. “It’s about communicating the deal out to the far corners of the ecosystem within Omnicom. It’s about top-down management and communications.”
According to Steve Katelman, director of global strategic partnerships for digital at Omnicom Media Group, there was no formal RFP process and MediaMind was selected after Omnicom performed its own “due diligence.” Omnicom Media Group will continue to use other vendors, including Google/Doubleclick’s ad stack.
Bloom says the relationship between the companies has existed for about twelve years. He also note that MediaMind is “far and away the number two ad server in the space.” Number one, he says, is Google.
“We compete with them in a couple of ways,” he says of MediaMind’s competitive differentiators to Google. “One is that primarily, we are a company that is single-mindedly focused on agencies and advertisers.”
“We are not a media company,” he says.
