Integration of Medialets' Servo™ with Millward Brown Digital's Ignite Network® Enables Seamless Mobile Ad Serving with ROI Measurement
NEW YORK, Jan. 4, 2016 /PRNewswire/ -- Medialets, the only Media Rating Council-accredited mobile ad server, announced today the integration of its ad trafficking platform, Servo™, with Millward Brown Digital's Ignite Network®. Millward Brown Digital is the world's leading digital expert in helping clients grow great brands, offering comprehensive digital solutions to help increase marketing effectiveness. The combination of Medialets' and Millward Brown Digital's capabilities enables advertisers and agencies to seamlessly serve mobile ads across all ad formats including video and to accurately measure the effectiveness of mobile campaigns.
Brand marketers will benefit from the power of Servo's mobile ad serving technology and Millward Brown Digital's Brand Lift Insights solution in a single integrated workflow. With Medialets' capability to identify mobile device IDs that were served ads, Millward Brown Digital is able to cross reference the IDs to their consumer panel and issue brand surveys to develop insights such as brand awareness, affinity and likelihood to purchase.
By providing mobile measurement that meets or exceeds what is available for desktop, Medialets and Millward Brown Digital are helping marketers address the gap between how much time consumers are spending with mobile and the proportion of their media investment dedicated to reaching consumers on these platforms. With Medialets' and Millward Brown Digital's integrated and seamless solution, brand marketers can develop more effective and efficient campaigns by quantifying the specific brand impacts of mobile advertising campaign components on brand awareness, favorability and purchase intent.
As more consumers engage with content via mobile devices, publishers can now quantify the impact of advertising on mobile audiences and price inventory based on proven performance. Medialets will allow for this measurement in cases where publishers are limited in their ability to connect with mobile panels due to restrictions in cross-referencing device IDs.
"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," said Richy Glassberg, CEO of Medialets. "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."
"By integrating the Ignite Network with Medialets' Servo, we're further streamlining mobile and desktop measurement for clients," said Stephen Jepson, EVP of Growth and Operations at Millward Brown Digital. "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."
Medialets, a mobile and tablet ad serving platform provides accurate measurement and simplified campaign management workflow for the world's largest advertisers and agencies. Servo, the first and only MRC accredited ad server, is Medialets' neutral buy-side platform. Servo serves any creative format into every mobile environment, effectively measures across a fragmented mobile landscape, and provides comprehensive attribution to inform true mobile ROI. Acquired by WPP in April 2015, Medialets is headquartered in New York City with offices in London, Chicago and Los Angeles. To learn more, visit http://www.medialets.com and follow us on Twitter @medialets.
About Millward Brown Digital
Millward Brown Digital is the world's leading digital expert in helping clients grow great brands. Millward Brown Digital delivers comprehensive digital solutions to help advertisers, agencies and publishers increase marketing effectiveness and drive brand growth. Integrated behavioral and attitudinal solutions help marketers identify, understand and engage consumers, plan and optimize media and increase total brand performance. Millward Brown Digital operates within Millward Brown North America and is part of Kantar, WPP's data investment management division. www.millwardbrowndigital.com
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