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WPP Firms Team Up for New Mobile Ad Measure
WPP is integrating the Servo mobile ad trafficking platform of its Medialets subsidiary with Millward Brown Digital's Ignite Network, promising clients the ability to serve mobile ads across all ad formats including video and to accurately measure campaign effectiveness.
The marcoms giant acquired New York-based Medialets for an undisclosed sum last April. Servo, the firm's neutral buy-side platform, is the first and only MRC accredited ad server.
Medialets' software can identify mobile devices that were served particular ads, and Ids from this will now be cross-referenced with the consumer panel within MB's Brand Lift Insights solution, to issue brand surveys to relevant respondents. The firms say this will allow brand marketers to quantify the specific brand impacts of mobile advertising campaign components on brand awareness, favorability and purchase intent.
Medialets CEO Richy Glassberg says the integration of technology and insights is 'essential to furthering mobile's adoption as a marketing medium'. Stephen Jepson, EVP of Growth and Operations at MB Digital, comments: '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'.
Millward Brown Digital operates within Millward Brown North America and is part of Kantar, within WPP. Web sites are at www.medialets.com and www.millwardbrowndigital.com .
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