Emodo, an Ericsson company focused on data activation and monetisation, has launched a solution to validate the accuracy and quality of advertising inventory in real time.
Emodo Supply, verified by Three UK, aims to deliver a marked reduction in wasted impressions and significant improvements in return on advertising spend.
Three UK’s backing means that the operator will verify the accuracy of Emodo’s data to improve inventory, targeting, and audience quality for advertisers.
According to Alistair Goodman, general manager of Ericsson Emodo, the verification process is compliant with the General Data Protection Regulation (GDPR) and other privacy regulations.
He said: “In today’s media landscape, marketers are striving to deliver personalised ad experiences to consumers, but still lack the accuracy to actually do it effectively.
“Emodo Supply, verified by Three, marks a significant evolution in the quality of programmatic ad inventory. 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.”
Emodo Supply is available via Mobsta, a 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.
“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.”
When asked about Emodo Supply and the collaboration with Mobsta, Jem Lloyd-Williams, CEO of Mindshare UK said: “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.”
