Today Microsoft Advertising and Mediabrands announced developments on the Media Operations Management System (M.O.M.S.), which is described as "an agency agnostic, enterprise-level architecture to connect the marketing ecosystem."

The M.O.M.S. project was launched a year ago. Since then, Mediabrands and Microsoft have expanded their team to include agency, publisher, data and industry trade organizations. The American Association of Advertising Agencies (4A’s) is leading an industry-wide coalition to further develop the project.

"Today, marketers are continually forced to make decisions on imperfect information and suffer from a lack of truly actionable data. M.O.M.S was designed to unite a disconnected marketing ecosystem and inspire greater collaboration and innovation across our industry," says Quentin George, Chief Digital Officer of Mediabrands. "We began with an aggressive ambition and are ready for partners along the entire marketing spectrum to coalesce and help develop a truly integrated solution.  We applaud the 4A’s for agreeing to develop a coalition that will change the future of our industry."

"Our agency partners constantly ask for solutions to meet key business needs and M.O.M.S. has great potential to address each of them via a supportive technology architecture that will enable interoperability and drive operational and economic efficiencies," says Nancy Hill, President and CEO of the 4 A’s.  "Simply put, this is a way for agencies to finally realize the business and economic efficiencies that so many other businesses and industries have benefited from over the past 10 years. True industry collaboration will drive this forward and the 4A’s is committed to bringing together leaders who are willing to place a premium on advancing the cause of the industry as a whole and turning vision into action."

The 4A’s will announce details on the coalition members in the coming weeks.

Earlier this week, Mediabrands partnered with AOL on digital retail advertising.