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Medialets' Servo Launches with MRC-Approved Measurement

  |  February 5, 2014   |  Comments

Medialets, the mobile and tablet ad platform for advertisers and brands, is launching its new ad server for mobile, having already secured the green light from the Media Rating Council for its measurement.

Mobile and tablet ad platform for advertisers and brands Medialets is launching its new ad server for mobile, having already secured the green light from the Media Rating Council (MRC) for its measurement performance.

Medialets' Servo helps brands and advertisers deliver their ads, regardless of the format, be it banners, videos, rich media, search, or download. Then, Servo provides the analytics for the campaigns, across all media and formats, so advertisers, marketers, and brands can monitor and optimize their campaigns. The MRC accreditation gives marketers an extra boost of confidence that they put their money where they should have.

The background to all of this? In July 2013, the Interactive Advertising Bureau (IAB) teamed up with the Mobile Marketing Association and the MRC to issue guidelines on a tricky aspect of mobile advertising: measurement. As of now, and despite the trio's best efforts, it still remains a major challenge to track back the right attributions and deliver the right impressions that are being paid for by brands.

"We help with better measurement. Advertisers are asking us, 'Give us the confidence that your numbers are right,'" says Eric Litman, chief executive of Medialets. "We make sure that the spend that they are taking in mobile is fully understandable."

Here's a peek at what the back end of Servo looks like:

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ABOUT THE AUTHOR

Liva Judic

Liva Judic joined Search Engine Watch and ClickZ in May 2010 as a news blogger. She has lived and worked across the globe in Madagascar, Switzerland, London, NYC, Asia and is now based in between New York and Berlin.

Her background is in government relations and financial media where she started out as a journalist at Bloomberg and became senior editor at AFX news (now part of ThomsonReuters). Prior to forming her own consultancy Judic was head of international PR for a head of state.

Judic focuses on facilitating brand and marketing transitioning for European startups moving to the US. She has been named one of the Top 50 Industry Influencers of 2014 by AGBeat 

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