• by Mark Walsh  @markfwal, May 2, 2012

Mobile rich media ad platform Medialets has launched a London office to serve as headquarters for the EMEA (Europe, Middle East and Africa) region and a base for expanding its international business. Leading the office is James O’Connor, previously director of customer development, EMEA at mobile marketing firm Velti.

The move will also help New York-based Medialets to work more closely with Europe-based clients including the BBC, BSkyB, The Financial Times and Thomson Reuters. Earlier this year, Medialets started a private ad exchange aimed at providing publishers more control over selling their mobile inventory. Besides New York and London, Medialets also has offices in Los Angeles and Chicago.