• by Steve McClellan  @mp_mcclellan, January 4, 2016

Last April, WPP acquired mobile ad-serving platform Medialets. Now Medialets, a standalone unit within GroupM, and another WPP firm, Millward Brown Digital, which helps brands evaluate their online ads, are integrating some of their key assets in what the firms say is a bid to help clients boost campaign effectiveness and ROI.  

The firms are integrating Medialets’ ad-trafficking platform Servo with MBD’s research panel Ignite Network.

Medialets can identify specific devices that are served ads. With the integration, MBD is able to cross reference the IDs to their consumer panel and conduct brand surveys to better develop insights about brand awareness, affinity and likelihood to purchase, and fine-tune media budgets based on the insights, the companies said.

Richy Glassberg, CEO of Medialets, said: “This integration of technology and insights is essential to furthering mobile’s adoption as a marketing medium, and our partnership with Millward Brown Digital enables marketers to align mobile ad serving with brand marketing ROI.”

Stephen Jepson, EVP of growth and operations at Millward Brown Digital, asserted that the partnership “brings mobile ad serving and brand measurement together for the first time with a single tag, enabling a level of efficiency in mobile panel-based measurement not seen before in the industry.”