Save 50% on a 3-month Digiday+ membership. Ends Dec 5.
Famously derided by Steve Jobs as “sucking,” mobile advertising could get a shot of creative juice.
The mobile tech company claims the quality of its mobile Web ads will be on par with what it has done for in-app ads. If so, that would be a great step in making mobile campaigns better, according to Angela Steele, CEO of mobile shop Ansible.
Agencies and brands love the in-app product because it allows for a lot more creative freedom for richer custom experiences,” she said. “Medialets’ challenge in the past has been reach. This new web offering should help address that.”
Mobile advertising has been beset by a bit of a blah factor, with large scale networks, for the most part, running drab creative. That’s left few options for brands looking for higher quality. Apple has struggled to gain much of a foothold for iAds, which were priced extremely high and suffered from low reach. Likewise, Medialets placements were available only on its network of app publishers.
While apps get much of the buzz, the mobile Web attracts a huge chunk of consumer time spent on mobile destinations, about equal to that spent on apps, according to a study by Flurry.
Medialets is in the process of certifying mobile sites that can carry the placements, according to the company. It will begin to roll out campaigns shortly. It puts its platform’s reach at 50 million unique users per month and a publisher network equal to 20 billion impressions.
More in Media
What publishers are wishing for this holiday season: End AI scraping and determine AI-powered audience value
Publishers want a fair, structured, regulated AI environment and they also want to define what the next decade of audience metrics looks like.
Digiday+ Research Subscription Index 2025: Subscription strategies from Bloomberg, The New York Times, Vox and others
Digiday’s third annual Subscription Index examines and measures publishers’ subscription strategies to identify common approaches and key tactics among Bloomberg, The New York Times, Vox and others.
From lawsuits to lobbying: How publishers are fighting AI
We may be closing out 2025, but publishers aren’t retreating from the battle of AI search — some are escalating it, and they expect the fight to stretch deep into 2026.
Ad position: web_bfu