OneDigital stops Doubleclicking

Interactive media agency OneDigital will end its five-year relationship with ad serving provider Doubleclick in favour of the company's competitor Atlas DMT.

In a press statement, OneDigital said that it had selected Atlas DMT's Digital Marketing Suite after ascertaining the ongoing advertising needs of its client base.

The Digital Marketing Suite from Atlas is an 'end-to-end' solution encompassing campaign planning, media buying, creative management, message delivery and data collection, and analysis and optimisation.

"We anticipate 20 to 25 per cent improvements in trafficking workflow and an ability to develop custom reports at a much faster rate," OneDigital’s managing director David Holmes said.

"This means we can add even more value to clients by focusing more on insights than generating the reports themselves."

The Digital Marketing Suite also enables agencies direct access to the technology, giving OneDigital the chance to develop and customise the technology further.

"It’s great to be able to shape products at a global as well as local level to match the need for greater accountability tools and regional specifics,” Holmes said.

Atlas DMT, previously a separate operating unit for digital marketing services company Avenue A, made its Digital Marketing Suite publicly available to agencies and in-house media groups world wide from April 2001. The company serves its client base from its offices in Seattle, San Francisco, New York and London. Currently Atlas has no office based in the Asia-Pacific region, unlike Doubleclick.

Asked if 24x7 customer support would be an issue coming from the US, Holmes was confident that the benefits will outweigh any teething issues they might experience.

OneDigital’s current clients include Centrebet, Doubleday, Ebay, Hanimex, HSBC, Nestlé, Sony Music, Microsoft, Procter and Gamble, Virgin Mobile and Thrifty Car Rentals.

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