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4 Common Location Targeting Myths

Jake Moskowitz’ latest  article  on Street Fight dispels common myths about location targeting in Automotive, Retail, Travel and QSR campaigns. In the article, Jake doesn’t just call out the untrue, he also clarifies the real (and really compelling) opportunities for those industries. Give it a read… Four Targeting Myths That Devalue the Real Power of Location …

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Before You Greenlight That Next Big Campaign: The Veiled Truth About Targeting Data

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 …

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The Transparency Trap: In the Data Market ‘Transparency’ Standards are Low

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.” …

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Two Targeting Conversations That are Sure to Get Louder in 2019

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 …

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We’ve Improved Media Transparency. Let’s Do the Same with Data.

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 …

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Emodo Institute to Challenge the Low Bar of Data Quality at Advertising Week (Oct. 1-4)

Today, poor quality data is the #1 issue that threatens the effectiveness of mobile advertising. Although marketers and data buyers have serious concerns about the inaccuracy of targeting data, the industry isn’t doing enough to address the problem. In order for brands to realize the true promise of mobile marketing, data vendors and industry standards …

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Announcing Emodo Supply: The First Carrier-verified SSP

Last week, we launched  Emodo Supply , the industry’s first and only mobile carrier-verified SSP. Emodo Supply is designed to dramatically reduce the number of wasted impressions and dollars that result from data inaccuracies. Just like there are impurities in water and people would choose to drink filtered to unfiltered water, there’s a lot of inaccurate data …

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