Feeding the attribution frenzy, mobile ad firm Medialets on Wednesday launched Servo Total Attribution, a new tech that the company says measures all mobile ad conversions that occur on mobile apps or the mobile Web.
MediaCom is a launch partner, as are all of Medialets’ clients using the company’s existing attribution tech. “The product is geared toward agencies and brands direct,” Eric Litman, CEO of Medialets, told Real-Time Daily.
The company says conversions are reported in real-time. That information can then be used to adjust campaigns on the fly.
“We pass conversion events off to the media sellers on a plan,” explained Litman. “They then build optimization models, generally look-alike models, to find other users who match the seller’s notion of whom that user is to then serve ads against those users. In theory, with perfect information about everyone who sees an ad and an unlimited audience size of interested people, a publisher or exchange could optimize to 100% conversions. But that’s not the world we live in.”
Litman said the technology takes fraud into account, meaning that advertisers (or their algorithms) won’t be automatically optimizing campaigns based on bogus conversion data.
“We filter out all types of invalid traffic including fraud and bots,” Litman asserted. “The process includes identifying invalid impressions and then apply[ing] this filtering to all other downstream metrics including clicks and conversions.”
Media measurement and attribution has been an area of focus in the digital advertising space in recent months.