While brand measurement has been well established across media, it has not been fully effective with mobile advertising. That could change with the integration of Medialet’s ad trafficking platform, Servo, with Millward Brown Digital’s Ignite Network.

The the two WPP units announced the product offering today.

For an overview on brand measurement via mobile and implications of the alliance with Millward Brown, we interviewed Medialets CEO Richy Glassberg in the company’s New York offices.

Medialets was acquired by WPP in April.