Ericsson Emodo Launches Industry’s First Verified Accuracy Audience Solutions with Three UK to Improve Ad Effectiveness and Audience Accuracy
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Emodo Audiences, verified by Three UK, uses operator data to verify data accuracy and improve audience segmentation in real time, avoiding unnecessary ad spend and improving quality
SAN FRANCISCO, June 14, 2022 (GLOBE NEWSWIRE) — emodo, an Ericsson company providing high-impact audience, inventory and creative advertising solutions, today announced the launch of Emodo Verified Audiences by Three UK, making Verified Audiences solutions available for the first time in the UK (UK). Drawing on data from Three UK operators, the solution validates the accuracy and quality of audience segments in real time, reducing ad fraud and invalid traffic in the ecosystem. The product joins Emodo Audiences’ suite of solutions, including Predictive Audiences, a new ML-powered targeting solution that enables advertisers to target audiences at scale while reducing opportunities for fraudulent traffic and increasing their return on advertising expenses.
2020 has proven to be an unpredictable year for advertising budgets; Today, global digital advertising spending has reached pre-pandemic levels, invalid traffic and ad fraud have created new hurdles for the industry in 2022. Even though the industry has seen record growth, data Inaccurate targeting continues to drive billions in wasted advertising spend each year, with misdirected messages jeopardizing both brand image and ROI. In early campaign applications verified by Three between November 2020 and late January 2021, Emodo found levels of inaccuracy more than 60% across all UK bidstream datasets.
“Finding and accurately targeting a specific audience segment is becoming increasingly difficult for advertisers. As fraudsters multiply ways to steal ad spend, marketers need solutions that maximize the value of their ads for their intended audience,” said Alistair Goodman, CEO of Ericsson Emodo. “With Emodo Audiences verified by Three UK, marketers can create targeted and verifiable personalized segments at scale, ushering in a new phase of quality and reliability in programmatic advertising.”
Using Three UK’s network data as a truth set to cleanse, verify and filter other data sets for accuracy, Emodo Audiences allows advertisers to access ad segments and match them with verified inventory. by the network. The new audience solution uses regional network insights with verified third-party data to improve audience accuracy at scale and unlock campaign optimization potential, giving Emodo the ability to filter and adjust UK-specific audience segments prior to programmatic auctions.
The Emodo Audiences suite combines Three UK Verified Audiences and Predictive Audiences, and can be enabled with Emodo Supply (also Three UK Verified) for maximum effectiveness. All Emodo solutions are available exclusively through Mobsta, the leading attribution platform and provider of location and audience targeting services in the UK. Mobsta offers Emodo audiences verified by Three UK and Emodo Supply verified by Three UK, through a managed service and a variety of integrated DSP partners via transaction IDs issued by Mobsta.
“Our combined and innovative approach raises the bar in mobile user standards and expectations,” remarked Andrew Foy, Director of New Products and Propositions at Three UK. “With access to higher quality, operator-verified inventory, UK media buyers and advertisers can deliver the most relevant campaigns to the right audience, so both brand and consumer can benefit from this new normal. quality.”
Emodo’s other brand-safe products powered by data from operator Three have already proven themselves. Emodo Supply Verified by Three UK, an inventory solution that checks media for accuracy before bidding, has reduced non-visible inventory by more than halfaccording to IAS, while almost quadrupled the percentage of exhibitions in sight and almost tripled average viewing time.
“The industry is in a period of immense change, and reaching the right audience is becoming increasingly difficult,” said Satin Reid, CEO of Mediacom. “We are always looking for solutions to improve the quality of our campaigns, and Emodo Audiences, verified by Three, shows great promise in favor of this objective.”
To learn more about Emodo’s advertising solutions and how they can improve ROI, visit: emodoinc.co.uk.
To learn more about Mobsta and its advertising services and solutions, visit: mobsta.com
About Ericsson Emodo
Emodo is the independent provider of high impact audience, inventory and creative solutions that improve campaign results through the application of machine learning technologies. The company’s machine learning models proactively identify top-performing inventory and audiences, before the auction. Emodo’s ML models are continuously trained by the industry’s most accurate truth sets, including proprietary data from mobile carriers and networks. With its unified advertising platform, Emodo Marketplace also offers supply and demand side capabilities and a highly optimized path for buyers and sellers. Emodo solutions are available through all major DSPs and through the managed service, making it easy for advertisers to buy the way they want.
Emodo is a wholly owned subsidiary of Ericsson, a global leader in telecommunications technology and services that powers billions of mobile connections worldwide.
About three UK
Three was launched in 2003 as the first 3G-only network in the UK, laying the foundation for a network 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 their network now covers 99% of the UK population. It has the highest Net Promoter Score (NPS) of any mobile network operator 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 carrier capable of meeting the International Telecommunications Union (ITU) 2020 standard for full 5G services. Three is currently the Official Shirt Sponsor of Chelsea FC, including providing 5G service to Stamford Bridge. Three was voted Best Network for Data at the Mobile Consumer Choice Awards, as well as Best Network for Roaming by uSwitch and Best 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 over 4,800 people in our offices in Maidenhead, Glasgow and Reading and our 326 retail stores.