Medialets Launches Servo™, Industry’s First Buy-Side Mobile Ad Serving Platform to Receive MRC Accreditation to Authoritatively Measure and Attribute Mobile Advertising

Servo is the first Buy-Side Mobile Ad Serving Platform to Receive Media Rating Council (MRC) Accreditation for Display Impressions and Clicks

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“MRC accreditation is an incredibly important milestone within the industry and moves mobile to an ‘above-the-line’ media expense,” said Frank Voris, CEO of VivaKi.

New York, NY (PRWEB) February 05, 2014

Today, as part of ongoing efforts to enable brands and their agencies to more accurately measure and connect with mobile consumers, Medialets, Inc. announces the launch of Servo.™

The industry’s first buy-side mobile ad serving platform to receive MRC accreditation for display impressions and clicks, Servo is able to effectively measure and attribute mobile advertising while making it more efficient to create, serve and track all mobile formats including standard, video, rich media, and search.

The Media Rating Council (MRC) is an independent industry organization that exists to promote and validate quality media research and measurement practices. In receiving MRC accreditation for its measurement of display ad impressions and clicks, Servo becomes the first buy-side mobile ad server to be accredited against industry standards for both mobile web and in application ad delivery.

“MRC accreditation is an incredibly important milestone within the industry and moves mobile to an ‘above-the-line’ media expense,” said Frank Voris, CEO of VivaKi. “With this achievement, Publicis Groupe agencies and their clients can be confident that the impressions served and clicks tracked by Medialets are being measured based on industry standard practices and criteria. Being MRC accredited is a validation point for the use of third-party ad serving in the mobile space from an industry trusted platform."

Managing, serving, optimizing and accurately measuring the performance of mobile campaigns can be complicated. As pioneers of mobile media, Medialets has significantly reduced the complexity behind how brands and their agencies run their mobile ad campaigns while significantly improving the depth and accuracy of mobile media measurement.

Combining Medialets’ proven HTML5 creative tools with measurement and attribution enhancements, Servo unifies cross device mobile and tablet ad serving providing a single point of reference for billing and cross-publisher ROI analysis, while centralizing workflow and improving media efficiency by 40% or more.

“As the first MRC accredited mobile buy-side ad server, Medialets has given us the ability to measure and manage our mobile campaigns at scale,” said Megan Pagliuca, Vice President & General Manager of Digital Media at Merkle. “With the confidence of industry leading mobile measurement and seamless mobile ad delivery we are able to deliver ROI for our direct response marketers."

Servo’s open platform design and easy to use interface enables agencies to create ads however they choose, easily traffic and track them across thousands of certified mobile properties, and provide their brands with actionable insights and true mobile attribution.

“Mobile media creation and consumption is on a staggering growth trajectory, but to shift spend marketers need real measurement and proof that a dollar spent in mobile is worth more than a dollar spent elsewhere,“ said Eric Litman, CEO of Medialets. “With our ability to accurately measure and provide detailed attribution reporting across all display types in mobile – important pieces of which are now accredited by the MRC – our partners can confidently make significant media investments backed by real, actionable data.”

Litman went on to say, “When it comes to implementation, desktop rules don’t apply. Major providers have come out saying as hard as they are working they can’t take what they had on desktop and apply it to mobile and that it requires a different kind of advertising. We built Servo to enable and continuously adapt to the ever-changing world of device-based advertising.”

Servo™ Simplifies Workflow, Enhances Insight

The simplified workflow combined with the ability to optimize and accurately attribute performance maximizes mobile advertising effectiveness and revenue for all. Servo’s device-centric mobile ad serving features enable advertisers to get the most value out of their mobile campaigns:

  •     Only MRC Accredited 3rd-party mobile display impression and click counting and measurement service.
  •     View and click-through attribution measurement, custom KPI reporting and management tools.
  •     Track conversions from app to web and back again with cookieless, privacy-forward device identification and measurement.
  •     Intuitive interface that has been designed to save time and reduce errors.
  •     Intelligent algorithms that automatically improve ad performance and delivery.
  •     More granular reporting and analysis to help advertisers understand and act on the most valuable data, media and creative.
  •     An open design for simple integration with other platforms for a single view on data.
  •     Turn-key integration with traditional and mobile technology providers.
  •     Serve and track any creative format: static banners, video & VAST, HTML5 rich media and native formats across publishers, networks, DSPs, and exchanges

MRC Accreditation Sets the Standard

MRC accreditation is a significant accomplishment for Medialets and a step forward for the mobile advertising industry overall. MRC accreditation provides advertisers with accountability for media dollars invested and signals that Medialets metrics for display impressions and clicks meet rigorous industry standards for mobile advertising campaigns.

“MRC accreditation for mobile is an absolute necessity and Medialets has done a tremendous service to the entire media industry as the first 3rd party mobile only ad server to be accredited for its measurements of display ads in both mobile web and in application environments,” said George Ivie, CEO and Executive Director of the MRC. “Advertisers now have a newly accredited service to rely upon when determining and evaluating their investments in the mobile media arena.”

Advertisers using Medialets advertising services can now invest in mobile display with the same confidence as purchasing television, radio, or other digital media, and can use Medialets as the source of record for billing with the assurance that it has met the exacting standards required for MRC accreditation.

"MRC Accreditation has a 360 degree impact on the media marketplace and requires rigorous methods and data quality," said Anna Bager, Vice President & General Manager of the IABs Mobile Marketing Center of Excellence, "By passing an MRC audit encompassing IAB's Mobile Web and App Ad Measurement Guidelines, Medialets is leading the industry in embracing and promoting better, more accountable metrics for mobile advertising."

From more accurate insights to reduced resource challenges and cost savings, Servo is fast becoming the mobile ad server of record for leading global advertisers, agencies and publishers.

Additional praise for Medialets and Servo

"As mobile becomes a reality, it is critically important that companies like Medialets are accredited by MRC," said Nancy Hill, President-CEO, 4A's. "We congratulate Eric Litman and the Medialets team for being the first pure mobile ad serving company to receive MRC Accreditation."

“I applaud Medialets’ leadership in being the first mobile pure-play to receive MRC Accreditation. This is a testament of their commitment to their clients and the entire Mobile Advertising Tech industry”, said Greg Stuart, CEO of the Mobile Marketing Association. “It is also indicative of how the mobile publishers continue to build more and more confidence with marketers and their agencies in allocating increased budgets to mobile."


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