MDC Buys IMS

Holding company MDC Partners (NASDAQ: MDCA) has acquired a majority interest in ad-optimization firm Integrated Media Solutions.  IMS will become part of MDC’s Performance Marketing Services Group, specializing in online analytics and data mining.

In the past, IMS has sought to overcome a fragmented media environment by collecting large amounts of data to increase efficiency and target ads.  The company is best known for campaigns that urge an immediate response — such as a phone call or a mouse click — from targeted consumers.

MDC holdings also include the firm Crispin Porter + Bogusky, originator of “TheTruth.com” anti-tobacco ads.  IMS clients include Liberty Medical and ChildFund International.