Medialets is Proud to Join the WPP Family

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I am tremendously excited to announce that Medialets has been acquired by WPP, the world’s largest communications services group.

The acquisition comes at a time of explosive growth for Medialets, and we have you, our customers, to thank for that. Our volume has increased more than 4x since September of last year, and January, February and March, typically slower months in advertising, were each successively higher than an already big December for us. On behalf of the entire Medialets team, and the innumerable individuals who have contributed so much since our founding in 2008, thank you. Words can not express how grateful I am for the incredibly hard work that has taken us so far.

And now, our future is brighter than ever.

As part of the WPP family, Medialets will continue to operate as it always has— independently. We will continue to provide the same excellent mobile marketing products and services to every brand and every agency with whom we work, and we will continue to service the advertising community as a whole. All mobile campaigns running through Servo™ will continue to function exactly as they have, and all customer data remains individually siloed and secure within each team’s Servo instance. Our MRC accreditation assures that.

WPP’s commitment to bring in additional resources to help us grow means you can look forward to new features, new functionality, and new platform integrations rolling out at an ever-increasing pace. In particular, we will be putting big focus on expanding our attribution capabilities, strengthening offers around creating safe environments for brand advertisers, and significantly growing our ability to identify users and devices. Servo is just going to keep getting better and stronger, faster than ever. And we’re looking for more great people to help with the tremendous expansion ahead.

This is a bold move by WPP, and we’re delighted to be a part of it.

With an invigorated and growing team, and the world’s largest agency holding group backing us, our ongoing commitment to provide the best mobile measurement platform available is made all the more significant. We can’t wait to share tomorrow with you.

Please reach out to me directly with any questions and thoughts.

Eric Litman
CEO, Medialets

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Servo Innovations: Now with Improved Ad Creation, Fast Bulk Editing, & More!

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Every Servo release strives to be the biggest ever, and today’s continues that trend with  significant improvements to three areas of Servo: the main landing page, the campaign reporting section, and perhaps most significantly, the ad building screen.

New Campaign Index page


The Campaign Index page has received a complete overhaul. Campaign start and end dates are now positioned alongside the campaign’s status icon. There is also a new easy-to-read visual that illustrates how far along the campaign has run in terms of its start and end dates.

Additionally, there is now the ability to navigate directly to the various areas within each campaign such as your tags or campaign reports. And if, for example, a campaign does not have any placements, creatives, or ads you can launch directly into the creation process right from the campaign index page. Fewer clicks and page loads means even faster campaign trafficking.



When the campaign reports section was launched, the default date range was the past 30 days. Thanks to some behind-the-scenes speed improvements, the default reporting date range is now “campaign to date.” A complete overview of your campaign’s performance from day one is now shown immediately. The reporting date range selector now also includes a shortcut to choose the campaign’s entire date range with a single click. This new default date range applies to both Advertiser and Publisher reporting.

Ad Index


The biggest improvements in Servo’s latest release have been on the advertisement index and building experiences.

Our team noticed that users sometimes had challenges reading and following some of the more complicated (longer) naming schemes used for creatives and placements within their campaigns. In addition to readability, overall browser performance was sometimes an issue, especially as the size of a campaign grew. Campaigns containing thousands of ads would sometimes cause web browsers to behave sluggishly. Fundamental improvements to the entire ad building process had to be made.

The advertisements main screen now contains a tabbed layout. You’ll see a tab for your existing ads, one for placements that have not yet been trafficked and the same for creatives. Now it is immediately clear which objects have or have not been trafficked. Newly uploaded creatives and placements can be located instantly.

The visual layout of each row on the main advertisements screen has also been optimized especially to help traffic larger, complex campaigns more easily. Longer ad names can now be read more clearly and attributes are arranged and grouped in more intuitive ways. Details about each attribute appear just by hovering over them—no need to click and open the single view of the ad.

1×1 Creation

When creating 1×1 impression trackers, Servo now automatically creates your advertisements for you. In the previous version of Servo, each 1x1s ad had to be created manually. That was more cumbersome, especially if you had to make the same change to many 1x1s.

And that leads us to the most significant part of the latest Servo release…

Bulk Editing of Advertisements44.24.34.4

One of Servo’s most highly-requested features is finally ready. Editing hundreds or thousands of ads simultaneously in Servo is as simple as using everyone’s favorite spreadsheet format: XLS. On the main Ads page, start by clicking the “Download traffic sheet” button. Within seconds, the complete list of all ads and their settings in your campaign is downloaded in XLS format. Edit the file as needed, then just upload it to Servo.

 Attributes that can be bulk edited:

  • Click-through URLs
  • Impression tracker URLs
  • Redirect URLs
  • Start and end dates (and time)
  • Rotation and weighting

To maintain data integrity, Servo scans your uploaded traffic sheet for any accidental errors or omissions, and provides user friendly warnings related to changes that may have unforeseen effects.

Bulk editing can only be used to make edits to existing ads; Servo must still be used to define the relationships between placements and creatives.

Ad Building

The ad building process also benefits from increased speed and time saving features. When trafficking a placement or a creative, search speed has been significantly improved. We have also cleaned up the single ad layout design by reducing the vertical space.

Rich Media Click-throughs

Click tracker URLs can now be set for ads that use rich media creatives. As long as the creative development team has implemented the Servo Rich Media API, ad ops teams can now specify the click tracker for rich media creatives, the same way they’ve always been able to for other types of creative.

Servo: The only constant is innovation.

If you have a sneaking suspicion that there’s a talented team of experts constantly conspiring to help make mobile marketing easier, you’re absolutely right! The Medialets team is dedicated to bringing constant innovations to Servo that empower agencies and brands. To learn more about what’s next for mobile ad serving subscribe to our blog feed (RSS), follow @Medialets on Twitter, reach out to your Medialets Account Manager or contact us.


Servo Innovations: Self-Serve Reporting, Integrated Knowledge Base, & More

Posted by | Product Release, Servo™, Servo™ Innovations, Technology | No Comments
We are excited to announce the next release of Servo, appearing in your web browser first thing tomorrow morning! It includes an all new self-serve reporting interface (beta) as well as a fully integrated knowledge base, and more! Read on for all the details. And as always, just reach out to your Medialets Account Manager if your team has any questions. Read More


How People Shop on Mobile & Tablets—and When

Posted by | Benchmarks, Best Practices, Data & Analytics | No Comments

This infographic summarizes how and when consumers make online purchases through handsets and tablets, based on data from our latest Mobile & Tablet Ad Attribution Benchmark Report. We release these benchmarks to help advertisers and publishers understand how their ads are performing on mobile—and to offer suggestions for getting even better ROI from their future campaigns. Read More


The True ROI of Mobile Ads: Introducing Medialets’ Mobile & Tablet Ad Attribution Benchmark Report, Q3 2014

Posted by | Benchmarks, Best Practices, Data & Analytics, Measurement | No Comments

Ads on handsets and tablets are far more effective than even advertisers realize. That’s the core takeaway from our latest report—Mobile & Tablet Ad Attribution Benchmark Report, Q3 2014—which focuses on every advertiser’s favorite topic: Conversions, and more broadly, the issue of attribution in mobile ads. Based on a deep analysis of 240 billion data points delivered to devices between July 1st and September 30th, 2014, our report establishes just how effective mobile and tablet ads really are. The report offers actionable data relevant to publishers, advertisers, and anyone interested in the future of content on mobile (especially in the run-up to the 2014 holiday shopping season).


Below is a summary of the most important takeaways, beginning with more on the very top-line findings: Read More


Medialets Featured in Pivotal Research’s Report on Understanding Mobile Advertising Today—Here’s 3 Key Points

Posted by | Medialets, Servo™ | No Comments

Pivotal Research Group recently asked Medialets to provide an overview of the mobile advertising industry, noting that we’re a partner with Facebook’s Atlas and (as they put it) “a preferred vendor with five of the world’s largest agency holding companies.” It’s a gratifying affirmation of our progress as a company to be an expert resource for a top research firm like Pivotal, and the report itself is an excellent survey of the space. Here’s some core takeaways: Read More


Medialets to Bring Comprehensive Mobile Ad Management & ROI Measurement to Facebook’s New Atlas Platform

Posted by | Medialets, Partnerships, Press Releases, Servo™ | No Comments

Medialets now participating in Atlas’ open ecosystem

ADVERTISING WEEK, NEW YORK—September 29, 2014—Medialets today announced it is an advertising technology partner for Atlas, launched today by Facebook at Advertising Week in New York City. Through this partnership, advertisers and publishers using Atlas can tie their campaigns to the Medialets’ Servo™ platform to deliver high-engagement mobile ad units and better manage and fully measure the ROI of their ad spend. Read More


Medialets H1-2014 Mobile & Tablet Advertising Benchmarks Report

Posted by | Benchmarks, Best Practices, Data & Analytics, Measurement | No Comments

Medialets has leveraged its mobile ad-serving platform to offer a comprehensive and media-neutral analysis of smartphone and tablet advertising performance. The H1-2014 Mobile & Tablet Advertising Benchmarks Report analyzes over 300 billion data points from mobile advertising campaigns that occurred between January 1st – June 30th, 2014 on Medialets’ ad serving platform. The Report provides valuable insights into campaign performance, using data to reveal how consumers engage with various types of mobile ads, on what device types and media environments, and the kinds of ads that are most effective to meet a campaign’s objectives. This is likely the broadest , most comprehensive report of its kind, and spans the vast majority of mobile exchanges, networks, and publishers. Read More


Servo Innovations: Publisher Certifications

Posted by | Product Release, Servo™, Servo™ Innovations, Technology, Uncategorized | No Comments

In the mobile advertising world, every inventory source is unique, one must consider a publisher’s ad serving platform, their apps and SDKs, website codebase, the supported ad formats, and methods for measuring impressions. Whatever the specific setup entails, one truth is constant: ad traffickers need flexible and powerful tags that can easily be tailored for any scenario. Read More

Servo Total Attribution

Introducing Servo Total Attribution: the most advanced attribution solution for mobile

Posted by | Data & Analytics, Product Release, Servo™ | No Comments

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 vs. 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. In no small part due to this, mobile ad revenue still remains small relative to desktop. Read More


Servo Innovations: Even More Speed, New Powerful Filters, Improved Tag Management, New Reporting API & More!

Posted by | Product Release, Servo™, Servo™ Innovations, Technology | No Comments

Servo’s biggest release to date!

As the mobile advertising landscape continues to grow, so do the size and complexity of mobile campaigns. Recognizing these demands, the Medialets team decided to focus on four areas of Servo development that would best meet the expanding needs of mobile marketers: lightning fast performance for large tables on Servo pages, the introduction of advanced search filters, improvements to the tag management screen, and lastly an all new, programmatically accessible reporting API. Read More


Mobile Ads: Know Where it Counts

Posted by | Ad Server, Measurement, Servo™ | No Comments

Mobile advertising is growing dramatically, and for good reason.

Suzanne Vranica at the Wall Street Journal shone a bright light into the dark side of the online advertising world with her article, “A ‘Crisis’ in Online Ads: One-Third of Traffic Is Bogus.”

Fortunately for all of us—advertisers, agencies, publishers, and consumers—the mobile advertising world is growing up differently; it benefits from important lessons from the web, and can use existing, accepted standards rather than invent new ones. Read More

No Heartbleed Risk

Heartbleed Exploit: No Risk to Medialets Clients and Partners

Posted by | Data & Analytics, Technology | No Comments

Dear friends, clients and partners,

I have some good news—no Medialets-run servers or mobile apps were ever subject to the so-called Heartbleed vulnerability. All of your data is safe and secure. There is nothing you need to do.

If you haven’t heard about Heartbleed yet, on April 7th, researchers learned about a security flaw in certain versions of OpenSSL, a widely used encryption service. This flaw was dubbed Heartbleed, and it made it possible for attackers to potentially gain sensitive information from a system that used those specific versions of OpenSSL. Read More