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 Pro