SOURCE: Donovan Data Systems

October 12, 2010 10:48 ET

Donovan Data Systems and FatTail Collaborate to Improve Digital Ad Buying and Selling

Quick, Easy and Accurate RFP Process Saves Advertising Agencies and Publishers Time and Effort

NEW YORK, NY--(Marketwire - October 12, 2010) -  Donovan Data Systems' (DDS) (http://www.donovandata.com/) iDesk, the agency system for digital campaign management, has integrated with FatTail, a sales system for digital publishers, to simplify digital media buying and selling. Together the two companies have boosted automation between advertising agencies and publishers.

Digital publishers in North America and Europe using FatTail's AdBook or PageGage system can export proposals in a format that advertising agencies import directly into iDesk. This improves communication between agencies and publishers, ensures accuracy and speeds up the RFP process.

"The continuing development of iDesk, along with our integration with companies like FatTail, is part of our mission to improve efficiency in the whole sector, and most of all to increase productivity and cost savings for our agency clients," says JT Batson, president of digital at DDS. "And there's no doubt this integration also brings similar benefits for digital publishers." iDesk integrates with additional publisher systems, such as Operative and Solbright, to automate the RFP process.

"We're pleased to announce that our AdBook and PageGage supply-side solutions have enhanced connectivity to Donovan Data Systems' iDesk platform," says Steve Pelletier, chairman and CEO, FatTail. "Our publisher clients now enjoy the benefits of a streamlined RFP process with less manual data entry and fewer data errors with DDS' agency clients. By working with DDS, our goal is to help all parties in the digital media ecosystem transact more smoothly and facilitate increased spending on digital media."

iDesk was the first digital media buying system to implement an electronic proposal management process, endorsed by the Interactive Advertising Bureau (IAB). "At front of mind is our goal of empowering our client agencies through the creation of ever more efficient, cost-effective processes, and we look forward to linking with other organizations to further this goal" says Batson.

In addition to linking with publisher systems, DDS' iDesk also integrates with ad servers, such as Atlas and DoubleClick, for electronic communication of placements and delivery data.

About Donovan Data Systems
 Donovan Data Systems (DDS) is the leading systems and software provider to the advertising industry. DDS offers an exceptional range of business solutions that brings operating efficiencies to its clients working in media agencies and marketing services companies. Each day, DDS processes millions of transactions, supporting advertising agencies, media specialists, broadcasting sales companies, advertisers, PR firms and recruitment and direct response agencies around the world. DDS has been at the forefront of the advertising industry for more than 40 years with unequaled service and support, innovative technology and long-term commitment to eBusiness.

About FatTail
 
FatTail makes it easy for online publishers to price, plan and sell premium guaranteed inventory. With FatTail's sales optimization software, publishers can maximize revenue and save time and resources by automating proposal building, inventory and availability forecasting, and other sales processes. FatTail helps publishers process more transactions faster, get from quote to cash more quickly, and dramatically reduce their reliance on ad networks.

Founded in 2001, the company's AdBook sales and ad operations optimization software for digital advertising is used by more than 500 of the world's leading websites. PageGage, the company's new Supply Side Platform (SSP) helps online publishers increase ad revenues by selling more inventory direct and relying less on ad networks. The company's Ad Operation Services are designed to provide complete ad traffic services on an à la carte or end-to-end basis to both smaller publishers that want to launch their own direct sales programs and large media conglomerates looking to cut operations costs.

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