Ericsson Emodo Tackles Ad Industry’s Data Inaccuracy Problem with Launch of First Inventory Solution Verified for Accuracy by Three UK Operator Data

Emodo Supply, verified by Three, establishes a new, higher quality standard for mobile ad inventory by verifying accuracy before bidding begins

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.

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“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, 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.

Emodo Supply verified by Three 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.

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“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, 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.”

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