Medialets, the Media Rating Council-accredited mobile ad server, recently announced a partnership with Millward Brown Digital. As part of the deal, Medialets will integrate its ad trafficking platform, Servo, with Millward Brown Digital’s Ignite Network to help marketers serve mobile ads more efficiently across a variety of formats and measure mobile campaign effectiveness.
Medialets’ Servo generates view-through conversions
Combining their expertise into a single workflow, clients benefit from Medialets’ capability to identify mobile device IDs which have been served ads and Ignite then cross references these IDs to the consumer panel generating insights including brand awareness, affinity and purchase likelihood.
Richy Glassberg, CEO, Medialets, says:
“As a specialized mobile platform, Medialets is giving brand marketers tools to seize opportunities with consumers who are increasingly engaging with content on mobile devices by expanding mobile investments with effective and efficient ad serving and peerless data driven insights. This integration of technology and insights is essential to furthering mobile’s adoption as a marketing medium, and our partnership with Millward Brown Digital enables marketers to align mobile ad serving with brand marketing ROI.”
The collaboration hopes to close the gap between the time a consumer spends with mobile and the proportion of media investment to reach these consumers. Allowing clients to quantify specific brand impacts of mobile advertising campaigns means that marketers can create more efficient campaigns. Publishers can quantify the impact of their ads on mobile audiences and price inventory based on performance when more consumers engage. Where publishers are limited in their ability to connect with mobile panels due to restrictions in cross-referencing device IDs, Medialets will allow for this measurement.
Stephen Jepson, EVP of Growth and Operations, Millward Brown Digital, says:
“By integrating the Ignite Network with Medialets’ Servo, we’re further streamlining mobile and desktop measurement for clients. This partnership brings mobile ad serving and brand measurement together for the first time with a single tag, enabling a level of efficiency in mobile panel-based measurement not seen before in the industry.”