Home Mobile Medialets Gets Into Mobile Attribution

Medialets Gets Into Mobile Attribution


ServototalattributionWhen it comes to audience, there can never be too much of a good thing.

That’s the theory behind a self-serve tool from Medialets, dubbed Servo Total Attribution, released Wednesday. The tool is designed to help media buyers, agencies and exchanges measure mobile ad ROI in real time by tying mobile conversions to impressions served across apps and mobile browsers.

The solution is an addition to Servo, Medialets’ buy-side mobile ad server launched in February, which had basic attribution functionality only as a managed service. Total Attribution is an effort to broaden the tool and make it, in the words of company CEO and co-founder Eric Litman, “a self-service workflow for configuring and understanding how attribution works in mobile.”

“When a media seller is buying or serving media on behalf of clients, whether that be publishers, exchanges or DSPs, they have the ability to receive real-time feedback, known in mobile as postbacks, from Servo when a particular user converts as the result of engaging in that seller’s inventory,” Litman said. “It then allows them to optimize their campaign in real time by finding more people they believe look or behave like the user that just converted.”

While Alec Baldwin’s character in “Glengarry Glen Ross” told his salespeople to “always be closing,” in the world of mobile media buying, the phrase can be tweaked: “Always be testing,” Litman said. While Servo acts as both an ad server and now an attribution engine, it’s up to the DSP or exchange to do the rest.

“Smart media sellers tend to put people in buckets, then they run a bunch of tests or run live campaigns with the intent of testing media,” Litman said. “This platform can send real-time postback information with impression-level conversion data to a DSP which could use it to say, ‘This group of people is converting better than others, so let’s optimize ad and media distribution to people who look like that until the group is saturated. Then let’s move on.’”

The ability to attribute equals the ability to optimize. It’s an equation Litman hopes will lead to an overall increase in mobile ad spend.

“The No. 1 concern we hear from marketers when they’re trying to come to a decision on the point of whether to spend on mobile and how much is a lack of understanding of what mobile does for their brands,” he said. “But the better data they have, the better they can understand how mobile moves, which makes them more likely to spend in mobile channels.”

According to Litman, all Medialets clients use both Servo and its Total Attribution functionality, including Publicis, Starcom Mediavest, OMD, Horizon, IPG, Merkle, Optimedia and Razorfish. Medialets also recently inked mobile media partnership deals with Mediacom and London-based mobile marketing agency Somo.

Must Read

shopping cart

Moloco Invests In Its Competitor Topsort As The Retail Media Stakes Go Up

Topsort can lean into Moloco’s algorithmic personalization, while Moloco benefits from Topsort’s footprint with local retailers in the US and in Latin America.

CDP BlueConic Acquires First-Party Data Collection Startup Jebbit

On Wednesday, customer data platform BlueConic bought Jebbit, which creates quizzes, surveys and other interactive online plugs for collecting data from customers.

Comic: The Showdown (Google vs. DOJ)

The DOJ’s Witness List For The Google Antitrust Trial Is A Who’s Who Of Advertising

The DOJ published the witness list for its upcoming antitrust trial against Google, and it reads like the online advertising industry’s answer to the Social Register.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Why Vodafone Is Giving Out Grades For Its Creative

One way to get a handle on your brand creative is to, well, grade your homework, according to Anne Stilling, Vodafone’s global director of brands and media.

Inside The Fall Of Oracle’s Advertising Business

By now, the industry is well aware that Oracle, once the most prominent advertising data seller in market, will shut down its advertising division. What’s behind the ignominious end of Oracle Advertising?

Forget about asking for permission to collect cookies. Google will have to ask for permission to not collect them.

Criteo: The Privacy Sandbox Is NOT Ready Yet, But Could Be If Google Makes Certain Changes Soon

If Google were to shut off third-party cookies today and implement the current version of the Privacy Sandbox, publishers would see their ad revenue on Chrome tank by around 60% on average.