Two businesses that have competed in the past are working on a platform they say will allow radio and other media to choose systems to manage campaigns on various channels and to measure their effectiveness.
Marketron and Harris Corp. call it an open ecosystem environment for sharing information and synching data. The announcement was made by Marketron CEO Steven Minisini and Harris Broadcast Communications President Harris Morris. They said companies with assets in radio, television, cable, digital and other media need an open platform to view inventory, financial, advertiser and additional data in a unified way.
In the arena of inventory management, Marketron is seen as stronger in radio, Harris more so in television and cable. A spokesman said the collaboration “brings two competing media software providers together to develop a consolidated business solution for customers working across multiple media.”
The companies are integrating the Harris NetGain business intelligence and analysis system with Marketron’s Mediascape open ecosystem platform. They promise users a combined view of advertisers, revenue, inventory and other data. The platform is described as a place where partners and competitors can collaborate.
The integration also allows data from Harris’ OSi-Traffic system to feed Marketron Insight Reporting for transactional and operational-level reporting, they said.
Marketron is an affiliate of The Wicks Group of Companies, which also owns Radio World publisher NewBay Media.