Ericsson Emodo Launches Emodo Audiences

Ericsson Emodo, Ericsson's mobile advertising and monetization platform, now includes Emodo Audiences, making carrier-verified audience solutions available in the United States. The product uses data at scale to pre-verify mobile audiences and inventory and then make it available via any major demand-side platform (DSP).

Emodo Audiences comes on the heels of Emodo Verification, an independent verification tool that uses carrier data to validate the accuracy of ad campaigns. With Emodo Audiences, that same technology is applied prior to the start of a campaign, combining clean, filtered data with verified accurate supply.

Using large-scale carrier data as a truth set to clean, verify, and filter other datasets for accuracy, Emodo Audiences allows advertisers to access privacy-compliant audience segments and verified inventory.

"Data quality is an issue across the entire ad ecosystem. By verifying campaigns against an independent truth set of carrier data, marketers have the ultimate flexibility to create highly targeted, accurate custom segments at scale with mobile-originated data signals," said Paul Cheng, general manager of Ericsson Emodo, in a statement. "We're proud to use Ericsson's extensive network and deep relationships with telco providers to help our customers gain a unique advantage for audience targeting."

The foundation of Emodo Audiences is robust and privacy-compliant data linked to real-world behaviors and visits to locations, including software development kit and app data, beacon data, and historical location behavior of a mobile device. Emodo then deploys anonymized and aggregated data from carriers as a truth set to verify and filter the accuracy of this data.

Using this methodology and applying the carrier data as a truth set, inaccurate data is weeded out and the same verification is applied to supply. Without the need for personally identifiable information, user privacy remains wholly intact. Only then are business rules, logic, and models applied to the clean, verified data to create audience segments.

Advertisers can use Emodo Audiences as a stand-alone product or as part of the the Emodo Ad Stack, a suite of products powered by carrier data. Users cab activate Emodo Audiences  through the DSP of their choice, Emodo's DSP, or run it as a managed service.

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