WPP acquires Medialets as urgency
grows behind need for mobile standards
In a reflection of the growing
urgency felt by advertising agencies regarding the need for mobile standards,
media conglomerate WPP has acquired Medialets, whose display impressions and
click measurements are accredited by the Media Rating Council.
With a lack of reliable reporting
and measurement often blamed for impeding mobile advertising growth, Medialets
became the first third-party mobile ad server to receive MRC accreditation
early last year. Not long after, the company started experiencing significant
growth, Medialets reporting that its volume has increased more than four times
since September of last year.
“MRC accreditation last year put
us on the map,” said Richy Glassberg, chief operating officer at Medialets.
“The last seven months have been the best we have had in the business.
“We give a lot of security
knowing that in a environment that is more complicated, that marketers can make
sure they get what they buy,” he said. “They can know with confidence that they
are getting the impressions they buy and they can measure real ROI.
“I think mobile is becoming a
much more integral part of every media plan. You are going to see mobile
dominate the conversation.”
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