News & Events

Thanks to a number of transparency initiatives, the industry has reduced fraud, increased brand safety, and improved campaign ROI. However, when it comes to the data that drives those same campaigns, the industry is electing to adopt a different, narrower definition of transparency. The ad industry has inconsistent attitudes and expectations when it comes to …

The Transparency Trap: On Low Standards for ‘Transparency’ in the Data MarketRead 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. Jake Moskowitz, Head of the Emodo Institute, brings some fact-based perspectives and practical solutions to the growing conversation about data quality.

Before you choose the targeting data for mobile campaigns or any other location-powered objective, it’s good to have a few guideposts to help you narrow down the options. Jake Moskowitz provides seven proven norms that can bring clarity to key data expectations and decision factors in this article.

Next time you’re selecting targeting data for a digital ad campaign, pick segments that have won awards for quality or received five-star user ratings. Makes sense: Data decisions guided by true quality tend to yield better results. Unfortunately, you can’t do that—there’s no such indicator. It’s time for the industry to get serious about data quality.

Whether the conversation is about brand trust, safety, engagement, marketing innovation, attribution or effectiveness, clean data is a prerequisite. Data is the foundation upon which marketing leaders are shaping their visions of tomorrow, but today’s advertising data is hardly foundation-worthy. The data that powers digital advertising is incorrect more than 45% of the time.

Media transparency has been top of mind for marketers over the last few years. As a result, a thriving ecosystem of verification initiatives, vendors, and solutions emerged to measure issues such as fraud and viewability. Today, there is a different challenge that requires the same level of industry attention: data quality.

In what the company is touting as a breakthrough for the programmatic advertising industry, a new service will use carrier data to verify the accuracy of mobile data at the supply level. Called Emodo Supply, the product will be offered by telecom giant Ericsson’s mobile advertising platform in partnership with programmatic trading company Axonix.

Emodo,  Ericsson’s mobile advertising and data monetization platform, unveiled Emodo Supply, the first and only carrier data-powered product that enables demand-side platforms (DSPs) to filter media supply for accuracy, thus bringing clean and reliable inventory into the programmatic environment.

Location advertising has captured the imaginations of media creatives and buyers alike, with the promise of precisely targeting the right consumers at the right time and tracking whether marketing drives visitation behavior. Unfortunately, many location data vendors have woven a potentially misleading narrative about the precision of their data.

Ericsson’s mobile advertising and monetization platform, Ericsson Emodo has launched ‘Emodo Audiences’ with an aim to boost the quality of location data in the ad ecosystem

Location data is an effective targeting, analytics and audience discovery tool . However, the quality of underlying location data is widely variable, and it’s often challenging for marketers to know the quality of the data their vendors are using.

In a bid to address quality concerns currently looming over the mobile advertising industry, Ericsson Emodo is launching a product that uses carrier data at scale to pre-verify mobile audiences and inventory, and then makes those audience segments available through any major demand-side platform. Dubbed Emodo Audiences, the new product is considered to be the first carrier-verified …

Ericsson Emodo Launches Carrier-Verified Audience SolutionRead More »

Emodo, Ericsson’s mobile ad platform for telcos , is aiming to boost the quality of location data in the ad ecosystem with a tool launched Thursday that uses carrier data to verify mobile audiences on a pre-bid basis.

On Wednesday, the Swedish networking and telecom company announced its acquisition of Placecast, a combo data management and demand-side platform (DSP) for location data

Placecast’s VP of Measurement Solutions Jake Moskowitz shares insights with Sudipto Zephyr Ghosh on how marketers can utilize location intelligence solutions to increase the effectiveness of their marketing campaigns.

With 2018 just around the corner, we’ve asked some of the mobile advertising industry’s top executives for their predictions for the year ahead. Everything you need to know, from mobile video to programmatic and mCommerce (in alphabetic order).

Ericsson, the Swedish maker of networking equipment, debuted a programmatic ad platform that gives cellular providers another way to monetize their subscriber data…

Ericsson is launching its first global advertising solution with Ericsson Emodo, a new data management and ad tech platform that delivers high-quality audiences…

Verification is emerging as one of the biggest themes of 2017 in adtech. The next battleground is clearly verifying the data accuracy of the underlying ingredients — namely the quality of data used for targeting and measurement.

Marketers are open to spending on location data, but they lack the proof to show that their efforts are working…

The Placecast Location Verification product uses a ‘truth set’ of location data from Pinsight Media to test the accuracy of location, offering a level of accuracy that cannot be provided by pattern recognition alone…..

Placecast named one of the five Bay Area startups to watch…

Location data is the “next frontier” when it comes to ad measurement and verification…

Ericsson is about to enter an unexpected space: ad tech. The Swedish networking giant is testing a mobile ads platform to aggregate anonymized deterministic data…

We also announced two new patents pertaining to “Location data management and targeting”….

Google & Facebook on track to control ~70% of digital ad spend, mobile carriers have the scale & data to compete….