Emodo Supply, verified by Three, establishes a new, higher quality standard for mobile ad inventory by verifying accuracy before bidding begins.
SAN FRANCISCO, CALIF. (November 20, 2020) Emodo, an Ericsson company focused on data activation and monetization, is launching Emodo Supply, verified by Three UK. The product is an operator-verified solution that validates the accuracy and quality of advertising inventory in real time. This is the first advertising solution to emerge as part of its ongoing partnership with CKDelta, a member of CK Hutchison Holdings. With this operator-verified inventory solution, Emodo delivers a marked reduction in wasted impressions and significant improvements in return on advertising spend (ROAS).
Improving data quality is an imperative for advertisers around the world. Globally, more than £240 billion has been spent on digital ads this year alone, but a vast amount of that marketing spend is misdirected. More prevalent than brand safety and viewability issues combined, data inaccuracy is a costly issue that results in ineffective campaigns that impact both brand image and return on investment.
“In today’s media landscape, marketers are striving to deliver personalized ad experiences to consumers, but still lacking the accuracy to actually do it effectively. Emodo Supply, verified by Three UK, marks a significant evolution in the quality of programmatic ad inventory,” said Alistair Goodman, General Manager of Ericsson Emodo. “Our initial implementations have repeatedly revealed that more than 45% of mobile UK ad inventory is inaccurate. We look forward to releasing additional products both in the UK and with 3 Group’s other operators around the world.”
As part of the agreement Three UK will verify the accuracy of Emodo’s data to improve inventory, targeting, and audience quality for advertisers. The partnership will give Emodo the ability to verify, enrich and filter United Kingdom (UK)-specific inventory and targeting data prior to the programmatic bidding process. The verification process is compliant with the General Data Protection Regulation (GDPR) and other privacy regulations. With access to this higher quality, operator-verified inventory, UK media buyers and advertisers can ensure ad campaigns are more effective and reach the most relevant consumers.
“We want to improve every part of our customers’ mobile experience. Partnering with Emodo will mean that they will receive a better advertising experience when browsing the internet using smartphone data,” said Andrew Foy, Director of New Products and Propositions at Three UK.
Emodo Supply verified by Three UK and Emodo Audiences are available through Mobsta, the UK’s leading attribution platform and services provider in location and audience targeting. Mobsta offers Emodo Supply verified by Three through managed service and a variety of integrated DSP partners via Mobsta-issued deal ID’s.
“We have already seen the positive effects operator verification can have on identifying the most accurate location data for insights, audiences or measurement but it also has a significant impact on eliminating invalid traffic and improving viewability.” said John Scorah, Co-founder and Director of Mobsta. “This new product is a further step change for our business and the industry. A GDPR compliant solution to a significant industry wide problem. Working with Mobsta, now in its 10th year specialising in this field, will ensure UK media buyers and advertisers ad campaigns are more effective and reach the most relevant consumers without wastage.”
“Creating partnerships that help improve data accuracy and enable clients to enjoy better, more accurate location targeting are welcome. Mobsta’s collaboration with Emodo Supply, verified by Three UK, is an important step in the right direction towards this goal,” remarked Jem Lloyd-Williams, CEO of Mindshare UK. “We’ll be looking closely at how their partnership pans out and hope that it bears fruit for our clients who work with Mobsta.”
To learn more about Emodo advertising solutions and how they can improve ROI visit: emodoinc.co.uk.
To learn more about Mobsta and their advertising services and solutions, visit: mobsta.com
Emodo is the data activation and monetization platform of Ericsson, the telecom innovator that powers mobile carriers worldwide. At the core of Emodo is its Operator Intelligence technology, a proprietary platform that combines deep machine learning with exclusive data from mobile operators. Emodo’s Operator Intelligence produces the most persistent, accurate data available to power mobile advertising solutions through the Emodo Ad Marketplace and the Emodo Ad Intelligence suite of products. As a wholly-owned subsidiary of Ericsson, a world leader in communications technology and services, Emodo delivers accurate media solutions to advertisers, powerful insights to business leaders, and effective monetization programs for mobile operators.
About Three UK
Three launched in 2003 as the UK’s first 3G only network, laying its foundations as the network that was born to be different. Today Three is a connectivity company that connects people to people, people to things and things to things and has more than 10 million customers.
An average Three customer uses 3.5 times more mobile data than the industry average and its network today covers 99% of the UK population. It has the highest Net Promoter Score (NPS) of any of the mobile network operators at +19, alongside +24 for its Employee NPS.
Three also has the UK’s leading 5G spectrum holdings with more than the rest of the industry combined. Three is the only operator able to meet the International Telecoms Union (ITU) 2020 standard for full 5G services.
Three is currently the official shirt sponsor of Chelsea FC, including providing a 5G service at Stamford Bridge.
Three was voted the Best Network for Data at the Mobile Choice Consumer Awards, as well as Best Network for Roaming by uSwitch, and the Best High Street Retailer at the Mobile Industry Awards.
Three UK is part of the CK Hutchison Holdings Ltd group of companies which has mobile operations in 11 countries. We employ more than 4,800 people across our offices in Maidenhead, Glasgow and Reading and our 326 retail stores.