Emmis Interactive and Marketron are working together in the hope of expanding their businesses in support of radio and other media that are trying to move more into digital advertising.
Emmis will integrate several products like BaseStation, GeoStation and TagStation into Marketron’s Mediascape platform. As a result, the companies say, advertisers will be able to see how audiences interact across various media including radio, the Internet and mobile.
Marketron makes business software products (and is owned by the parent company of Radio World publisher NewBay Media). It describes its Mediascape platform as an “open ecosystem” that provides for information exchange, data management, digital and mobile services. Emmis Interactive sells digital platforms and audience intelligence for local media.
The announcement was made by Emmis Interactive Co-President Deborah Esayian and Marketron CEO Steven Minisini. They said this collaboration “will help media companies tap into the technologies and services required to build profitable digital businesses while enhancing more traditional advertising opportunities through superior accountability, targeting and audience interaction.”