Emodo Blog

These days, almost every forward-thinking marketing initiative is based on an assumption that the targeting data is solid, proven and readily available. It’s certainly available (in abundance). However, it isn’t always solid, and it’s almost never proven. The science behind targeting data is unlike any other. It's unregulated, opaque and routinely inaccurate. In his recent article on Forbes.com, Alistair Goodman, GM of Ericsson Read More
In advertising, the term ‘media transparency’ carries specific expectations of accountability for media vendors. When the discussion turns to the topic of data, however, ‘transparency’ implies no clear expectation at all. On the media side, ‘transparency’ means “prove it.” It means “show me the viewability rates, fraud percentages, and critical information to protect my brand.” Read More
Two location targeting themes are gaining real steam as we near the end of 2018 – “People-based Marketing” and the significant problem of data inaccuracy. The former was a recurring topic of interest in numerous presentations during Ad Week and again at IAB’s Data and Mobile Symposium earlier this month. It’s a big idea that’s sure to gain Read More
In his latest Street Fight op-ed, Jake Moskowitz compares the need for data verification to essential media verification initiatives like viewability and fraud… Verification benchmarks prove that data quality is as threatening an issue as non-viewable impressions, and a much larger problem than fraud. According to Nielsen’s most recent DAR benchmarks report through 1Q’18, digital ads Read More