Medialets’ Preethy Vaidyanathan: Why Mobile Transparency is the Next Big Thing

Preethy Vaidyanathan, SVP of product management for Medialets, talks with AAM about why mobile transparency is the next big thing in media.

AAM: Of all the issues facing the media industry, is there one that is top of mind for Medialets?

Preethy Vaidyanathan: Counting in mobile is critical for us. If you think about the desktop experience, people are stationary, and there is reasonable connectivity. But if you think about the mobile experience, you’re on the move, switching between cell towers, between 4G and wireless. There are different issues for counting impressions in mobile than in desktop, so we work to ensure there is mobile media transparency.