Now, companies with assets in radio, television, cable, digital and more will have another ability to view inventory, financial, advertiser and additional data in a common and unified method across these multiple platforms. The two companies are integrating the Harris NetGain business intelligence and analysis system with Marketron’s Mediascape open ecosystem platform to provide analytics capabilities across multiple platforms. The Mediascape integration also allows data from Harris’ OSi-Traffic system to fuel Marketron Insight Reporting for transactional and operational level reporting.
This gives clients the freedom to choose transactional systems, regardless of the provider, to manage their various inventory types, while enabling comprehensive insight and visibility across their entire cross-platform advertising business.
Steve Minisini, Marketron CEO, told RBR-TVBR why they decided to “open the doors” with a traffic competitor such as Harris, and as well as the entire strategy behind the Mediascape platform. Listen to the audio, above.
So far, Marketron has created strategic partnerships with over 25 media industry providers to integrate into Mediascape and expand the services being offered to media groups. Other Mediascape partners include Arbitron, payment processing provider Chase Paymentech, Dial Global, Emmis Interactive and Katz Media Group.
Mark Beck, VP/information technology at Cox Media Group, is one of the first to take advantage of the deal: “At Cox Media Group we employ different solutions to manage our radio and TV operations, which limits visibility into the performance of our media platforms. The collaboration between Marketron and Harris is significant to the media industry and lays the foundation for providing us with real-time, consolidated information to manage our business more effectively.”