“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.