SOURCE: Medialets

Medialets

July 30, 2014 11:00 ET

Medialets Launches Servo Total Attribution™, Industry's Most Comprehensive ROI Measurement Solution for Mobile

Servo Total Attribution Empowers Advertisers to Fully and Accurately Measure Mobile Conversions Across Every App and Website

NEW YORK, NY--(Marketwired - Jul 30, 2014) - Medialets, creators of Servo, the only buy-side mobile ad server with Media Rating Council accreditation for display impressions and clicks, today launches Servo Total Attribution, the most comprehensive solution for measuring mobile advertising ROI. For the first time, advertisers have the ability to connect all their mobile conversions directly to every impression served into any mobile app or website, and optimize their media in real-time against those conversions.

Advertisers know they need to reach an ever-expanding mobile audience. According to a 2014 Millward-Brown study, consumers now spend almost twice the time on a mobile device as they do on a desktop computer. But without the ability to genuinely compare the value of a dollar spent in mobile versus a dollar spent in other media channels, most advertisers have not adopted mobile media at a rate that even comes close to consumers' embrace of the medium. For this reason, as Mary Meeker's latest report on Internet trends shows, mobile ad revenue still remains small relative to desktop.

Servo Total Attribution is the solution to this challenge, giving advertisers a transparent look into the value of every mobile impression in their campaigns. It's the only technology on the market to connect view-throughs, click-throughs, and other media events accurately and directly to each slice of downstream conversion activity across any mobile app, mobile browsers, and back again. Now advertisers can truly measure the efficacy of their mobile spend with confidence, avoid having to pay for unused inventory, optimizing every mobile dollar as their budgets expand. Additionally, the platform's real-time postback capability instantly provides Servo's attributed, impression-level conversion data directly to publishers, networks, exchanges, and demand-side platforms (DSPs) to help them optimize targeting and improve conversion rates.

"Measurement is everything," said Ben Philips, Global Head of Mobile at WPP's MediaCom. "Mobile provides a digital footprint throughout the consumer journey, from intent to the ultimate engagement, whether that be a social share, video view, store visitation lift, purchase, or test drive. It is important to be able to demonstrate the role of mobile with confidence and conviction. Servo measures acquisition to retention and enables intelligent optimization to take place within a mobile campaign."

Philips added, "Demonstrating ROI is not a new concept for marketers, neither is demanding the highest quality data in order to refine the effectiveness of your campaign. Medialets has gone the extra mile in terms of providing the foundation for any mobile media campaign. View-through attribution adds another dimension in the effectiveness of mobile advertising. As more and more brands demand mobile specialist support, I am pleased to partner with this industry leading technology to empower our proposition."

What It Is

Servo Total Attribution is a comprehensive suite of capabilities for marketers to measure the effectiveness of their mobile media spends. For direct response advertisers, it opens a view into which specific publishers and the ad creatives they're running are driving customer conversion. Armed with data about the cost of the media and the value of a conversion, advertisers can easily adjust their media plan and impression goals to optimize for the right combination. For app developers/marketers, Servo Total Attribution dramatically simplifies the process of running app install and app re-engagement campaigns across the mobile ecosystem by seamlessly sending real-time, attributed conversion events to publishers who can optimize targeting against them, all without the need to install any SDK.

How It Works

Brands easily implement one or more Servo conversion pixels within their mobile apps or on their web landing pages. When Servo delivers or tracks an ad for that advertiser, Servo Total Attribution employs a unique suite of mobile technologies to automatically connect all the dots within a customizable timeframe set by the marketer. The entire mobile path to conversion is transparently revealed, and can instantly be passed directly to publishers, ad networks, and DSPs for real-time media optimization to directly improve conversion rates.

"Legacy ad servers built for desktop computers don't count impressions correctly on mobile, and the pure-play, multi-channel attribution vendors are all playing catch-up. Their lack of mobile capabilities has led marketers to limit the growth of their mobile budgets, and in many cases, have an under appreciation of mobile in the media landscape," said Eric Litman, CEO and founder, Medialets. "Servo is built from the ground up to measure any mobile ad in any mobile environment across every mobile screen. With the introduction of Servo Total Attribution, marketers can now genuinely see exactly how every dollar they spend in mobile is really performing. Armed with this critical insight, advertisers will finally be able justify dedicating media budgets to mobile that are on par with the real growth of the channel."

Servo follows the mobile measurement standards of the Interactive Advertising Bureau (IAB) and Mobile Marketing Association (MMA), in addition to being the only mobile ad server accredited by the Media Ratings Council (MRC) for display impressions and clicks in both mobile Web sites and mobile apps. Agencies and brands use Servo as their system of record for mobile ad delivery, measurement, attribution, and optimization.

About Medialets
Medialets' mobile and tablet ad serving platform Servo™ provides advanced measurement technology and analytics, and simplified campaign management workflow for the world's largest advertisers and media agencies. The company's modern, intuitive, buy-side platform is able to serve any creative format into every mobile environment, measure devices and users in a cookie-less world, and provide comprehensive media attribution modeling that informs and optimizes media spend. Global agencies like Publicis Groupe, Omnicom Media Group, Interpublic Group, Horizon Media, and more use Medialets and Servo to support clients like P&G, Verizon, Mondelez, American Express, Kraft, Chase, Capital One, Toyota and other global brands. In operation since 2008, 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.

Contact Information

  • Contact:
    Vanessa Camones and Zach Servideo
    theMIXagency for Medialets
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