VivaKi's The Pool Welcomes Medialets As Its Ad Serving Partner for U.S. Tablet Lane


CHICAGO, Ill. August 7, 2012—VivaKi’s The Pool, a first-of-its-kind research initiative built on collaboration to uncover engagement models of the future across emerging media platforms, announced today that it has selected mobile brand advertising platform Medialets as the ad serving partner for its tablet lane.

Medialets is responsible for building, tracking and serving all advertising executions tested during the lane’s live field trial, which runs through October and includes more than $5 million in spending. The company was selected based on its ability to deliver a single, scalable platform.

“Our goal was to find a technology partner who was really excited about this project and aligned with our goals, and Medialets really differentiated themselves in that regard,” said Tracey Scheppach, EVP, Innovations Director at VivaKi. ““Eric [Litman] and his entire team have brought an incredible amount of energy and passion to this initiative since Day One, and we’re excited to move forward with them as part of the lane.”

The Pool’s tablet lane, which launched in October 2011, includes a combination of publishers and advertisers working together to uncover higher performing, engaging, and scalable ad models.

"The tablet's quick rise and resonating impact on television, print and even digital media makes it imperative that all marketers establish a solid understanding of the device's capabilities and opportunity. VivaKi's recent move to incorporate tablets into The Pool's research initiatives is an important step in this direction,” said Eric Litman, chairman and CEO of Medialets. “As a company committed enabling success for large-scale, premium mobile and tablet advertising, Medialets is thrilled to be selected as the ad serving partner for The Pool's tablet lane."

In May, The Pool’s tablet lane participants convened in Chicago to dive into the latest round of research and review quantitative research findings; qualitative research findings were reviewed in February. The deep-dive presentation compiled research from various Pool partners and industry reports, and a copy of the presentation can be found at

Following the field trials, a final deep-dive and final results meeting will be held on December 12 and 13 in Chicago. VivaKi will then release the results to the industry in Q1 2013.


About The Pool
VivaKi’s The Pool is a first-of-its-kind industry program that unites the financial resources and thought leadership of its clients and a host of content providers to test and create industry standards for new advertising models.  By “pooling” insights and resources, this initiative aims to identify future engagement models across a variety of emerging media platforms. Participating clients and content providers are given the opportunity to view and evaluate new advertising models and receive access to all proprietary research ahead of the marketplace. To date, The Pool has launched 13 lanes in seven countries, tackling everything from online video to cross-media metrics to tablets. Visit for more information.

About VivaKi
VivaKi is part of Publicis Groupe (Euronext Paris Exchange: FR0000130577; and part of the CAC 40 index) the world’s third largest communications group.  VivaKi aggregates the marketplace influence of four autonomous brands, including two global media agency networks: ZenithOptimedia and Starcom MediaVest Group; and two leading digital marketing agencies: Digitas and Razorfish. On behalf of its agency brands and their clients, VivaKi faces the market to help identify and build technology, message distribution, audience aggregation and content solutions for the future. Sitting at the core of VivaKi is the VivaKi Nerve Center, which serves as a think tank, R&D center and testing ground to activate new pathways for clients to connect with consumers in an increasingly digital world. VivaKi also includes a Talent & Transformation Practice, which leverages the scale of the VivaKi brands to develop and deliver tools and approaches designed to attract, develop, train, motivate and reward the world's best people.

About Medialets
Medialets is the premier brand advertising platform for mobile, enabling high-value mobile and tablet display advertising for the world's leading brands, agencies and publishers.  With unmatched mobile advertising experience, proven technology and the industry's most flexible creative platform, Medialets reduces the complexity of every phase of a mobile campaign—planning and buying, ad creation, ad serving and measurement.  Every major agency holding group and more than 300 of the world’s biggest publishers, including BBC, BSkyB, CNN, ESPN, The New York Times, The Wall Street Journal, The Weather Channel and Yahoo!, use Medialets to power their mobile and tablet campaigns. In operation since 2008, the company is based in New York City with offices in London, Chicago and Los Angeles. To learn more, visit or follow Medialets on Twitter @medialets.

Josh Dysart