Medialets' Servo Launches with MRC-Approved Measurement

Mobile and tablet ad platform for advertisers and brands Medialets is launching its new ad server for mobile, having already secured the green light from the Media Rating Council (MRC) for its measurement performance.

Medialets’ Servo helps brands and advertisers deliver their ads, regardless of the format, be it banners, videos, rich media, search, or download. Then, Servo provides the analytics for the campaigns, across all media and formats, so advertisers, marketers, and brands can monitor and optimize their campaigns. The MRC accreditation gives marketers an extra boost of confidence that they put their money where they should have.

The background to all of this? In July 2013, the Interactive Advertising Bureau (IAB) teamed up with the Mobile Marketing Association and the MRC to issue guidelines on a tricky aspect of mobile advertising: measurement. As of now, and despite the trio’s best efforts, it still remains a major challenge to track back the right attributions and deliver the right impressions that are being paid for by brands.

“We help with better measurement. Advertisers are asking us, ‘Give us the confidence that your numbers are right,'” says Eric Litman, chief executive of Medialets. “We make sure that the spend that they are taking in mobile is fully understandable.”

Here’s a peek at what the back end of Servo looks like: