The fact is, despite significant growth in mobile ad spend, measurement of smartphone and tablet campaigns remains a challenge for agencies. The use of inconsistent counting methodologies across properties undermines performance analysis — it’s impossible to get a clear view of a campaign’s ROI when comparing disparate data. Further, different methodologies are also the cause of massive discrepancies, well over the industry comfort zone of 15%. Factors like these shake agency confidence in mobile and ultimately inhibit greater ad spend. The IAB/MMA/MRC mobile guidelines provide the industry with a clear course of action to remedy this.

One important component of the new guidelines – and also key to Medialets’ third-party ad serving methodology – is the counting of an impression only upon the successful delivery of an ad unit to a device. This is distinct from typical desktop practices, where an impression is counted when an ad is sent from the server without any confirmation of delivery to the device. By counting an impression after the ad code has been delivered, Medialets provides agencies with greater accuracy in campaign data, more confidence in the analysis of the performance of their campaigns, and a more credible data set on which to base billing.

Agency response to our move for accreditation has been overwhelmingly positive; it’s evident that better measurement is critical to the growth of mobile advertising. As a company whose mission is to enable effective and efficient mobile advertising at scale, we’re pleased to be the first third-party ad server to begin the process for the IAB/MMA/MRC guidelines.

To learn more about the guidelines:

• Guidelines for mobile web

• Guideline for mobile app

To learn more about Medialets third-party ad serving and rich media platform for mobile and tablets, contact us.

And, of course, Medialets will be there – presenting, attending and talking mobile advertising. Check out some of the events below.

Medialets is the Official Third-Party Ad Server of Mobile Media Upfront.

Join 700+ senior agency, media and advertiser execs at this premier event, which will highlight how mobile is disrupting and reshaping marketing and brand media plans.

Learn more here: http://mobilemediaupfront.com

Medialets is also the Official Third-Party Ad Server of the APPNATION Conference.

Medialets COO Richy Glassberg will be speaking with VivaKi’s Grace Liau on the MASTER CLASS: MOBILE MONETIZATION BEST PRACTICES panel on May 21st at 11:05 a.m.

Richy and Grace will share their thoughts on how content owners and app distributors of all shapes-and-sizes can best leverage emerging apps and trans-media connected platforms to drive ad-supported monetization and how marketers can best leverage these platforms to drive brand preference, customer acquisition, and the bottom line.

Also at the APPNATION Conference, from 3:30-4:15 p.m., Medialets will present the Making Mobile Count: How Better Measurement Drives Mobile ROI bootcamp. In this session, which is exclusively for buyers, Richy will lead a panel consisting of Julian Zilberbrand, SVP, Digital Director at Starcom MediaVest; Christopher Miller, Chief Digital Officer for Draftfcb; David Smith, CEO and Co-Founder of Mediasmith; and Mitchell Weinstein, SVP, Managing Partner at US Ad Operations for UM.

Learn more here: http://appnationconference.com

You can also find Medialets at OMMA Mobile NY on May 22nd. This event will be answering the tough questions on mobile, addressing sustainable strategies for the future, market division between smartphones and tablets, and much more.

Learn more here: http://www.mediapost.com/ommamobile/

We look for to seeing you. If you’d like to catch up with us, contact us!

Lynn brings exceptionally relevant experience to our team. On the agency side, Lynn led the digital media practice for Initiative Media and Ammirati Puris Lintas, both of which belonged to the Interpublic Group of Companies, Inc. More recently she served as Executive Vice President of Advertising Solutions at comScore, where she helped drive sales of syndicated and custom measurement tools that allowed agencies to integrate digital planning into the traditional planning process, and ultimately gain a clearer view of digital ROI.

Lynn joins Medialets at a time when we’re seeing tremendous demand for our buy-side ad serving technology. Agencies increasingly recognize the advantage gained from choosing a single platform from which to streamline mobile and tablet campaigns, and they’re choosing Medialets because our technology is expressly built for the dynamic mobile landscape and the unique challenges of measuring mobile ROI. Lynn’s expertise will be instrumental as we continue to build out our third-party ad serving technology and services.

We couldn’t be more excited to have Lynn Bolger onboard as our SVP of Agency Relations. Welcome, Lynn!

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.

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.

Tracey Scheppach, EVP, Innovations Director at VivaKi, shared why they chose Medialets for the building, tracking and serving all advertising executions tested during the lane’s live field trial:

“Our goal was to find a technology partner who was really excited about this project and aligned with our goals, and Medialets really differentiated themselves in that regard. Eric [Litman] and his entire team have brought an incredible amount of energy and passion to this initiative since Day One, and we’re excited to move forward with them as part of the lane.”

Today, on the birthday of the tablet, we’re excited to share that VivaKi has released the results of the comprehensive study. A large data-rich overview of the tablet landscape and The Pool’s extensive research study can be found in an app entitled “The Pool – The Tablet Lane,” now available for download in the Google Play (http://bit.ly/TabletLaneAndroid) and Apple App stores (http://bit.ly/TabletLane). See the complete announcement here.

Highlights from the study include:

• Tablet ads work, with each of the three formats tested driving positive impact on attitudinal metrics, with the most significant improvement on “unaided brand awareness”. This was boosted even further when users engaged with the ads.
• Users responded better to rich media ads, which offer many more opportunities to interact with the brand (product info, social pages, games, videos) compared the old models that could only click through to the advertiser website.

The study also notably cited the importance of using a third-party ad server – Medialets – to maintain less than 10% discrepancy rate on campaigns.

Medialets is thrilled to have provided third-party ad serving, creative execution and measurement for the more than 74 ad executions in field trials of The Tablet Lane study. We encourage you to explore the report and hope you find it insightful.

For more information about Medialets’ ad serving, contact us!

Eric joins the  March 26th Afternoon Keynote Panel “Mobile Marketing: Connecting with your Audience on the Move” with ESPN’s Michael Bayle and Google’s Brendon Kraham from 2-3 p.m. on Tuesday, March 26, 2013. Dana Todd, SVP Global Marketing for Performics, will moderate.

SES New York will take place March 25-28, 2013, and provides marketing professionals, brand advertisers, agencies, and business leaders with the knowledge and tools needed to traverse the dynamic digital landscape.

To view the press release, click here.

For more information or to register, visit SES Conference New York.

To learn more about Medialets contact us at connect@medialets.com.

Moderated by Mobile Marketing Association’s CEO Greg Stuart, Richy will be serving on the Mobility Panel with ESPN’s Michael Bayle, Joule’s Michael Collins, Pandora’s Brian Colbert, and Millenial’s Marcus Startzel. They will take the stage from 11:55 a.m.-12:30 p.m. on Tuesday, March 12, 2013.

Major themes will include how advertising affects the world economy, sustainability, and attracting/empowering new industry talent.

For more information or to register, visit www.4astransformation.com

A digital advertising veteran with close to fifteen years’ experience in the space, Assaf has held roles at DBG and DoubleClick, and Google, where he served as Director of Rich Media Services and, most recently, Visible Measures. Now at Medialets, Assaf is overseeing operations for Medialets’ US and international business from the company’s headquarters in NYC.

Assaf’s extremely relevant experience is already proving to be instrumental as we refine our operations to support the rapid growth of mobile and tablet advertising, this year and beyond. We’re thrilled to welcome Assaf Alster to the Medialets team.