Medialets Launches Private Marketplace to Transform Mobile Ad Buying

NEW YORK, Jan. 10, 2012 /PRNewswire/ -- Medialets, a mobile rich media advertising platform that currently supports more than 20 billion monthly impressions, today launched Medialets Private Marketplace, a fully transparent buying platform that lets advertisers directly plan, buy, execute and measure brand advertising on the mobile properties of the world's top publishers.  

Medialets Private Marketplace brings significant efficiency to buying premium inventory at scale, uniquely providing agencies and advertisers with a platform that supports direct, guaranteed and reserved buys in addition to real time bidding (RTB) with full transparency on a per placement basis. The new platform grants advertisers complete control at every stage of the campaign process—offering flexible purchasing options, a centralized repository for ad specs and placement data, the full spectrum of display ad units, campaign management and delivery, and comprehensive performance reports—all through a single point of contact. For publishers, Medialets Private Marketplace is a complement to direct sales, making it possible to sell more tier one inventory to existing advertisers and open opportunities with new advertisers. By eliminating longstanding obstacles for large-scale, direct premium ad buys across the mobile spectrum, Medialets Private Marketplace addresses the needs of both direct media buyers and publishers.  

Major advertisers and agencies have already given strong endorsements for Medialets Private Marketplace, including:

• Razorfish, Paul Gelb, VP of Mobile Practice
  "Medialets Private Marketplace creates value for both advertisers and publishers by not only addressing challenges that exist in the mobile advertising ecosystem, but also resolving operational issues that still exist online. For agencies, Medialets now provides a simplified and expedited process without having to sacrifice inventory transparency, control and quality. Concurrently, publishers can access a viable supplement to direct ad sales revenue without increasing their exposure to price attrition. Medialets is one of the few ad tech players that realizes mobile provides the opportunity for publishers and advertisers to rectify many of the mistakes made in online advertising."

• Hill Holliday, Johnny Won, Manager of Mobile & Gaming Platforms 
  "We've seen some incredible results with mobile rich media, but the effort in planning and buying rich inventory across premium publishers can be disproportionate to the size of the campaign. By combining the efficiencies of large-scale media buying with the control and confidence that comes with direct buys, Medialets Private Marketplace makes it possible for us to drive an even greater share of our clients' budgets to mobile where we continue to see great results."

As the most widely deployed mobile rich media platform, Medialets works with more than 200 premium publishers and has enabled thousands of mobile ad campaigns with global advertisers, including Toyota, Ritz-Carlton and Coca-Cola. Top brands have already run successful campaigns through the new Marketplace platform and at launch, there are more than 40 of the world's top publishers participating.

"Medialets has worked closely with the world's leading brands, agencies and publishers to set an exceptionally high bar for creative, high-value rich media advertising on smartphones and tablets. Along the way, we've gained a unique perspective into both the factors that make mobile the world's most powerful advertising medium, as well as those operational details that challenge agencies to profitably build their mobile businesses at pace with client demand," said Eric Litman, CEO of Medialets. "The launch of Medialets Private Marketplace represents a critical milestone in simplifying large-scale brand buying in mobile, and gives publishers the full control to manage, grow and enrich their most valuable advertiser partnerships."

Medialets Private Marketplace supports the full spectrum of mobile display, including rich media, video and static banners. Campaigns can run across iOS and Android platforms, tablets and smartphones, as well as mobile apps and sites.  Each Medialets campaign is supported by Medialets Muse™, a comprehensive dashboard that simplifies the process of creating, delivering and measuring rich media advertising. Medialets also recently introduced support for both mobile web advertising and third-party rich media vendors, significantly increasing mobile options for both advertisers and publishers.

For a limited time, the company will waive its rich media fees for advertisers new to the Marketplace. For advertisers, agencies and publishers interested in more information about Medialets and Medialets Private Marketplace, please visit www.medialets.com.

About Medialets
Medialets is the most widely deployed rich media advertising platform for mobile and tablets. In operation since 2008, Medialets has pioneered the creation, delivery and measurement of premium rich ads on mobile devices for top advertisers, agencies and more than 200 premium publishers, including AOL, BBC, CBS, CNN, The Daily, The New York Times, Thompson Reuters, The Wall Street Journal, The Weather Channel and Yahoo! Medialets runs Medialets Private Marketplace, a fully transparent buying platform that lets advertisers more easily directly plan, buy, execute and measure brand advertising at scale on the mobile properties of the world's top publishers. To learn more, visit www.medialets.com or follow Medialets on Twitter @medialets.

SOURCE Medialets