Medialets has been chosen as a preferred partner for mobile and tablet ad serving for the Publicis Groupe’s VivaKi.

The rich media ad platform will act as a third party advertiser for VivaKi’s network of agencies, which includes ZenithOptimedia, Starcom MediaVest Group, Digitas and Razorfish.

Medialets will serve ads across the mobile web, as well as on tablet and smartphone apps across the premium mobile publisher ecosystem.

Earlier this year, Medialets was selected as the preferred tablet ad serving partner for VivaKi’s research initiative, The Pool, which seeks to find the best ad models across emerging platforms.

Medialets’ role is also expanding to include training, collaboration on technology solutions, shared research and joint efforts to drive mobile standards.

“Mobile advertising has moved past the point of experimentation and now requires real solutions for scale,” said Eric Litman, founder and CEO of Medialets. 

“Third-party ad serving is a critical ingredient to support the triple-digit year-over-year growth mobile is seeing, as this industry is at an inflection point similar to what we saw in online advertising in the early 2000s.”