Servo Innovations: Publisher Certifications

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Servo Publisher Certification

In the mobile advertising world, every inventory source is unique, one must consider a publisher’s ad serving platform, their apps and SDK’s, website codebase, supported ad formats, or 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.

Servo’s new publisher certification platform makes a significant first step towards producing a comprehensive solution to the complex nature of the publisher environments. At the onset of  every campaign the Medialets’ Ad Operations team works closely with publishers to assure that every placement has been tested and certified to yield seamless functionality and accurate impression counting. The result is the ability to track the certification process across different inventory types – from premium publishing houses, to networks, DSPs, and Exchanges.

Designed to Simplify Workflow

Once a media plan is uploaded or created in Servo, the certification status of each placement is checked against Servo’s comprehensive publisher certification database. With thousands of publisher properties and more than 15 different types of ad formats, Servo’s publisher certification database can produce a massive array of ad tag types. As a result our team of certification experts tests every tag format rigorously to ensure complete support for the required ad format.


When a placement is lacking in certified support, Servo displays non-intrusive warnings. Each placement that requires certification support is clearly labeled and the total number of placements requiring attention is shown just above the properties icon.


Servo users can hover over a given warning to see additional information about that ad format. The animated example shown below displays a placement that supports HTML but not Javascript.


Understanding the Publisher

Servo also provides an overview of every inventory source. While on the Placements index page, click the Properties icon to display a comprehensive overview of tags that are certified and supported by that publisher. The new Publisher Property Overview is ideal for Servo users who are looking to get a complete understanding of all the ad formats that a given publisher property supports.


The Publisher Property Overview screen shows details such as:

  • available ad formats,
  • total number of ad formats certified,
  • total number of remaining placements that require certification,
  • time and date of ad format certification,
  • compatible ad tag types for each ad format (HTML, JavaScript, VAST, etc.).

Delivering Ad Tags

Servo’s warning notifications also extend to the tag management screen, remaining unobtrusive and informative throughout the trafficking workflow. Servo will never prevent the creation of an ad tag, but if an ad tag type is changed from HTML to JavaScript, and JavaScript tags have not been certified yet, Servo will display an alert.




Servo Publisher Certification assures publishers count mobile impressions correctly and that the best type of ad tags are being delivered for every placement. Every impression gets delivered, and campaign performance metrics are accurate—usually higher!

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), reach out to your Medialets Account Manager or contact us.

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

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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


IAB Urges Advertisers to Embrace HTML5. We Agree.

Posted by | Creative, Servo™, Technology | No Comments

The IAB Mobile Marketing Center of Excellence this week published An Open Letter from Publishers to Advertisers that urges advertisers to embrace HTML5 as the primary authoring technology for digital advertising. This will not only help to create better mobile advertising today, but also prepare agencies for the “cross-platform” advertising of the near future.

We couldn’t agree more. And we think that the previous 5+ years of leading the industry with innovative HTML5 advertising solutions that have empowered brands to make an impact on mobile devices is proof that great mobile ad creative can and is being built with HTML5 today. Just check out our Gallery for a few (hundred) good examples. And with the recent launch of Servo, advertisers now have access to the best mobile ad serving platform in the industry that efficiently delivers and thoroughly measures HTML5 advertising to virtually any mobile app or website.

Read More

Medialets Launches Servo™, Industry’s First Buy-Side Mobile Ad Serving Platform to Receive MRC Accreditation to Authoritatively Measure and Accurately Attribute Mobile Advertising

Posted by | Measurement, Medialets, Press Releases, Servo™, Technology | No Comments

Servo is the first Buy-Side Mobile Ad Serving Platform to Receive Media Rating Council (MRC) Accreditation for Display Impressions and Clicks

New York, NY (February 5, 2014) – Today, as part of ongoing efforts to enable brands and their agencies to more accurately measure and connect with mobile consumers, Medialets, Inc. announces the launch of Servo.™

The industry’s first buy-side mobile ad serving platform to receive MRC accreditation for display impressions and clicks, Servo is able to effectively measure and attribute mobile advertising while making it more efficient to create, serve and track all mobile formats including standard, video, rich media, and search. Read More


Introducing Servo: advanced serving, measurement and real attribution for mobile

Posted by | Measurement, Medialets, Servo™ | No Comments

The topic that comes up most frequently in conversations we have with marketers, and the one that dominates the mobile conference circuit, is measurement. How do you measure mobile, and how do you know the numbers are right? How do you know that a dollar invested in mobile is worth a dollar – or more! – than a dollar invested in any other channel? The audience numbers and growth of usage are staggering, but without real, consistent, attributable metrics it’s difficult to justify significantly shifting spend based on anything more than intuition. Read More


Medialets’ Groundbreaking Mobile Video Ad for the new SHOWTIME® Original Series Ray Donovan Takes Over The New York Times iPad App

Posted by | Creative | No Comments

On June 30th, dozens of eye-catching expandable banner and full-page interstitial ad units will take over the pages of the New York Times iPad app, inviting readers to “Meet Ray,” Liev Schreiber’s leading role in the new Showtime® Original Series Ray Donovanpremiering the same Sunday evening. Medialets conceptualized and developed the groundbreaking creative specifically for the New York Times iPad app in collaboration with Showtime and OMD. Read More


Medialets Brings Better Measurement to Mobile Advertising

Posted by | Measurement, Medialets | No Comments

Today we’re excited to share that Medialets, the essential third-party ad serving and rich media platform for mobile and tablets, has applied for Media Rating Council (MRC) accreditation, and is currently being audited by the MRC for its compliance with the IAB/MMA/MRC Mobile Web and Mobile Application Advertising Measurement Guidelines. The new guidelines address a core frustration for the mobile ecosystem – the lack of standards in mobile measurement – in order to establish greater consistency, accuracy and trust in mobile advertising. Read More


Welcome Lynn Bolger, Medialets SVP of Agency Relations

Posted by | Medialets | No Comments

Today we are thrilled to share the newest addition to the growing Medialets team, Lynn Bolger. In the newly created role of Medialets Senior Vice President of Agency Relations, Lynn will support the growth of Medialets’ third-party ad serving and rich media platform by providing the strategic guidance, support and training that agencies need to effectively scale their mobile capabilities. Read More


The Most Creative People in Mobile Advertising are Powered by Medialets

Posted by | Awards & Accolades, Medialets | No Comments

Today Business Insider published their list for “The Most Creative People in Mobile Advertising.” It’s a stellar round up of mobile innovators, including Medialets’ own CEO and founder Eric Litman.

While we are delighted to be on the list, we are even more excited about how our platform has helped to support and reinforce the tremendous creativity of the advertising community at large. Medialets’ technology powered the noted works of several individuals on the list, including Westin’s Wipe Away Your Weather (The Weather Channel) and VivaKi’s Tablet Study for “GoodYear’s Most Innovative Rich Media iPad Ad”.

Most notably, Medialets’ platform powered the Pepsi Max iPad ad, the ad unit that exemplified the work of Andrea Harrison, director of digital engagement at PepsiCo, and Business Insider’s pick for The #1 Most Creative Person in Mobile Advertising.

Congratulations to all of the winners!

See the full article in Business Insider.


Medialets CEO Eric Litman to Speak at the 2013 IAB Mobile Marketplace

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Medialets Chairman and CEO Eric Litman will speak at the 2013 IAB Mobile Marketplace on Thursday, April 11th.

Eric will join Joe Laszlo, Senior Director of IAB’s Mobile Marketing Center of Excellence, to provide expert insights on mobile measurement. They will be identifying the drivers and prohibitors of mobile measurement, informing attendees about the “IAB Mobile Application Advertising Measurement Guidelines”, and explaining how they will allow for in-app advertising to evolve and mature.

The 2013 IAB Mobile Marketplace will take place on Thursday, April 11th at the Crowne Plaza Hotel in New York, NY. The conference will feature expert insights, deep-dive track sessions, and interactive town-hall discussions to clearly define the state of mobile marketing.

For more information or to register, visit 2013 IAB Mobile Marketplace.