The Digiday Technology Award-Winning Emodo Platform Verifies Bid Requests Using Carrier Data in Order to Tackle the Industry’s Inaccuracy Problem at the Inventory Level
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. By filtering media supply prior to the bidding process, Emodo Supply ensures that only carrier-verified, high-quality inventory is purchased for campaigns, reducing wasted ad spend and improving ROI.
While the mobile advertising industry actively tackles media viewability and fraud issues, little has been done to combat the major data inaccuracy problem. An internal study found on average 33 percent of data from specialty data vendors and a whopping 57 percent of data from advertising exchanges are inaccurate. Inaccurate data means marketers are targeting the wrong people, which can lead to ROI challenges.
Emodo is on a mission to systematically build solutions for the advertising ecosystem to bring verifiable accuracy into the programmatic environment. The company’s unique relationships with carriers enable it to safely leverage anonymized, privacy-compliant carrier data as a truth set for scoring the accuracy of other mobile data. This is the foundation for Emodo Supply, which uses carrier data as a filter to remove bad data at the supply level, ensuring only clean, verified data and inventory is made available on DSPs.
“The ad ecosystem is focused on transparency as a proxy for quality. Media agencies are savvy — they know there are mobile data problems in the ecosystem,” explained Alistair Goodman, General Manager at Emodo. “By leveraging carrier data as an accepted truth set, debates about accuracy become real solutions that improve media delivery. Verified supply gives advertisers the confidence that high-quality data and inventory is consistently applied to their programmatic campaigns.”
With Emodo Supply, advertisers can be confident that the data used in their targeted campaigns is accurate, leading to decreased wasted spend and increased ROI. Mobsta, a location and audience targeting specialist, is a current Emodo client partner and already uses mobile operator data to help create and verify their unique audience segments.
“Mobsta has seen first hand the value of mobile operator data,” said Denise Breslin, Managing Director at Mobsta. “Not only does it enable us to verify our audiences, now, with Emodo Supply, agencies and their clients can also be reassured that their investment in location advertising is verified against the only real location truth set. We feel there is a real opportunity to grow investment in this space.”
In addition to Emodo’s ongoing partnership with BidSwitch, Emodo has partnered with Axonix, a programmatic trading platform that facilitates the trading of unique telco-verified audiences. This partnership allows Emodo Supply to maximize the pool of verified media supply by operating as an independent platform and develop direct connections with hundreds of DSPs, publishers and supply partners.
“We’re excited to partner with Emodo to launch this supply product,” said Zee Ahmad, Global Head of Strategy and Business Development at Axonix. “Emodo’s capability to leverage mobile operator data in real time will add enormous value to demand-side decision makers, enabling them to determine the quality of location signals in the same way they utilize other verification products.”
How it works:
- Supply matches AdID to carrier data to determine if specific bid requests are accurate.
- The platform then uses historic data as a training data set for a pre-bid machine learning predictive algorithm, scoring accuracy in real time.
- A high score correlates with a high location data accuracy and only that data is accurate enough to use.
Emodo Supply was recently named Digiday’s Best Location-Based Platform, validating the uniqueness and effectiveness of Emodo’s growing platform business. The product launch comes on the heels of an active year for Emodo, with the company unveiling four novel offerings in the past six months. In May, it released Emodo Verification, a tool to help advertisers gauge the accuracy of mobile data used in their campaigns. Then, in June, the company launched Emodo Audiences, which makes carrier-verified mobile audiences available via programmatic tools or managed service. Earlier this month, to fill the gap that products alone cannot, Emodo announced the rollout of the Emodo Institute, a brand new program focused on the research, education, and resolution of the mobile data concerns that hinder the effectiveness of mobile advertising.