WPP’s MediaCom has struck an agreement with Medialets to use the latter’s mobile ad serving platform. The shop characterized the deal as a “preferred partnership” which will be rolled out to all countries in which MediaCom operates.
The partnership is the second global deal that MediaCom has signed recently as it seeks to improve its mobile offering. In March, the agency signed an agreement with Celtra to provide a single platform for creating mobile-rich media display ads. MediaCom said that Celtra will integrate into the Medialets buy side ad-serving platform.
“Many clients regard mobile as complex and expensive,” said Ben Phillips, Global Head of Mobile at MediaCom. The Medialets and Celtra deals, he added, are part of the agency’s effort to build a “global set of tools that work together to simplify the process and strip out wasted costs.”
The agency said that Medialets becomes the enterprise software technology that will enable it to create mobile media and attribution tracking campaigns more quickly and more efficiently. It will also provide tracking across thousands of certified mobile properties.
Trials of the Medialets system have delivered improvements in media efficiency of more than 40% in comparison to non-mobile specific ad servers, according to the agency.
Eric Litman, CEO of Medialets said that “As the only mobile MRC-accredited buy side ad server, we can serve any type of mobile ad in any type of mobile environment for MediaCom and their clients worldwide giving them one singular source of data and metrics to make stronger strategic decisions for their partners. Ben’s vision of leading the technical platform in mobile will allow MediaCom to lead the way as this sea change of adoption continues.”