• by Mark Walsh  @markfwal, May 30, 2014

London-based mobile marketing agency Somo has signed a deal with Medialets to provide third-party ad-serving for mobile campaigns. Under the partnership, Somo will use Medialets' Servo platform to serve and track mobile ads, including formats such as banners, video, HTML5 and native across the mobile Web and apps.

Medialets earlier this year was accredited by the Media Rating Council (MRC), for accurate reporting of display impressions and clicks on the mobile Web and in apps. Stephanie Emmanouel, senior vice president, strategic partnerships at Somo, said the Medialets technology would help the agency create mobile campaigns for clients more quickly and efficiently.

In April, Somo announced raising $5.5 million in follow-on funding from MMC Ventures and other private investors. Part of the financing is to go toward building a new mobile app tracking service called Lithient in its Somo Lab.