Media Agency OMD Demands Third Party-Verification For Mobile Display Ads


If media agencies had to name a single issue holding back mobile advertising, they


Whistleblower on the EgoLeader

What Bob failed to mentiont was a disclaimer that OMD is a customer of Ringleader Digital and that one his former employees is an Agency V.P. there now. Thanks Bob, you Egomaniac!

Bob Walczak

Hi Diane

To our knowledge no mobile ad serving platform in the market aside from Ringleader has deployed a true 3rd party ad serving architecture. Primarily what this means is that the other ad servers in the market require Server Side software be installed on a publishers server to make a Server to Server call across the internet to get a tag back from the ad server prior to sending the page to the phone. It’s not that publishers haven’t wanted to use a third-party model – from a scalability perspective they are adding a significant load on their servers and experience delays on the page being received by the phone. Not to mention this makes them a closed loop system which is the real issue OMD was referring to – namely interoperability with external systems like buy-side tools. Publishers and agencies now have that choice and have started to mandate it to accelerate the growth of the industry.

Dianne See Morrison

Hi Bob–Thanks for weighing in–can you tell us how widespread the issue is? That is, how widespread it is for publishers not to use a third-party ad serving model?

Bob Walczak

This approach fueled the success of online advertising and it is nice to see that the concept is catching on in mobile. When Ringleader Digital began operations in 2007 we recognized the importance of third-party ad serving and created our business model around that philosophy. What OMD has decided to do greatly benefits agencies by providing the ability to address key areas that have slowed the adoption of mobile advertising, namely the ability to report consistently between the Web and the mobile Web. In order for the mobile advertising industry to continue to grow, more and more companies need to adopt a third-party ad serving model that provides agencies with the campaign control they require.


What does this patent have to do with anything? It makes no sense and has no relevance to the OMD requirements.

A.J. Bayne

A U.S. Patent was issued December 08' for a new method to measure the effectiveness of a mobile advertising campaign. Here is one of the claims –

A method of measuring the effectiveness of a mobile advertising campaign using a first mobile terminal having a display configured to display data to at least one other person other than a user when the terminal is positioned proximate to the ear of the user, comprising:

outputting a voice call via the first mobile terminal;
presenting an advertisement on the display of the first mobile terminal during the voice call and when the first mobile terminal is in other than a hands-free mode, said advertisement being visible to at least one non-user;
comprising disabling hands-free modes of the first mobile terminal when presenting the advertisement;
identifying a second mobile terminal of said at least one non-user; communicating a coupon from the first mobile terminal to the second mobile terminal; and
storing data indicative of whether the at least one viewer redeems the coupon.

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