Medialets, creator of technology that helps marketers manage and measure the complete ROI of mobile ad campaigns, today announced a partnership with Tapad, the leader in cross-device marketing technology. By the end of this year, Medialets will be able to give marketers a true 360-degree view of the consumer journey with unified cross-platform ad serving, measurement and attribution for desktop, mobile app and mobile web.
In mobile, marketers have to address the individual challenges and requirements of both mobile web and in app in order to track media effectiveness accurately. The Medialets platform, Servo, is able to identify a device accurately across all mobile environments by using a privacy-friendly combination of deterministic and probabilistic signals (none of which include any form of personally identifiable information) to create one of the most comprehensive mobile device graphs in the industry. Servo recently became the only mobile third party ad server to receive Media Rating Council accreditation for mobile display, rich media and video across both mobile web and in app environments.
“There could be nearly 5 billion connected devices in use according to most analysts by the end of this year, making it even more challenging for marketers to reach an increasingly mobile multi-device audience and the existing desktop audience,” said Richy Glassberg, CEO of Medialets (pictured above left). “We want to provide marketers with the essential cross-platform insights they need to be successful both today and in the future. This means continuing to expand the broad range of privacy-friendly signals we use to provide comprehensive measurement and attribution. We’re very happy that we can integrate with Tapad as part of this effort.”
Tapad’s Device Graph, which operates the longest-running cross-device algorithm in the market today, interprets trillions of data points every month to determine if different devices are related (i.e., owned by the same person). The solution uses a combined data approach, leveraging both probabilistic and deterministic data modeling to achieve meaningful scale and accuracy in a privacy-safe setting. Nielsen recently confirmed Tapad’s cross device accuracy to be 91.2%.
“Medialets is already renowned for it’s mobile third party ad serving, measurement and attribution solutions,” said Are Traasdahl, Tapad Founder and CEO (left). “We’re very pleased to add cross-device insights from our Device Graph to help amplify their view into the effectiveness of ad campaigns, regardless of the platform.”
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WPP’s Medialets is creator of Servo™, the only technology that helps marketers manage and measure the complete ROI of mobile ad campaigns. Servo is also the only buy-side mobile ad server to receive Media Rating Council (MRC) accreditation for mobile display, rich media and video served ad impressions across mobile web and app, enabling brands and agencies to measure mobile campaign delivery with confidence. Founded in 2008, Medialets is headquartered in New York City with offices in London, Chicago and Los Angeles. To learn more, visit https://medialets.com and follow us on Twitter @medialets.