Hello Emodo: Ericsson Looks to Mobile Ad Tech for Growth

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Ericsson Emodo

Ericsson is launching its first global advertising solution with Ericsson Emodo, a new data management and ad tech platform that delivers high-quality audiences at scale to advertisers, brands and publishers. The mobile ad platform lets carriers monetize their subscriber data programmatically, and was announced in March at Mobile World Congress.

Essentially a DMP for telcos, Emodo offers more than 1.3 billion Anonymized User Profiles with carrier-validated data in the U.S., Canada, UK and Japan. Partners include VICE Media and Axonix.

The Ericsson Emodo Data Management Platform harnesses the power of Ericsson’s customer base of global network operators, creating a secure, anonymized, privacy-by-design database of carrier-derived data enhanced by additional quality datasets.

“In today’s new digital world, effective advertising requires four dimensions: high-quality data, audience scale, audience addressability, and a positive user experience,” said Paul Cheng, General Manager of Ericsson Emodo, in a press release.

“Companies with closed platforms that have all these dimensions have dominated over traditional media and publishers, capturing almost 100 percent of new digital advertising spend over the last few years. Ericsson Emodo empowers everyone in the ecosystem with similar capabilities, allowing traditional publishers to compete once again and advertisers to reach their audiences anywhere.”

Ericsson powers more than 200 global network operators with over 2.5 billion subscribers making Ericsson Emodo one of the largest mobile-first data solutions in the world.

With HQ in Stockholm, Sweden, the communications technology and services company has 111,000 experts serving customers in 180 countries and last year had net sales of $24.5 billion.

Ericsson announced its intention to enter the ad tech space at Mobile World Congress in Barcelona back in March. “We’re not a carrier, but we are global in that we serve almost all operators and carriers around the world,” said Cheng. “With this, we’re helping carriers federate themselves into a collective organization, and that gives them scale.”

“Ericsson Emodo is in line with our vision of creating robust audiences modeled from carrier data that can be used across the advertising ecosystem,” said Simon Bailey, CEO of Axonix, a mobile advertising company backed by Telefonica and Blackstone. “This partnership will further improve the distribution of our data and prove the value of carrier-grade data truth sets.”

Access to “a huge scaled deterministic data set is an advantage for any publisher,” said Paul Wallace, VP of media solutions for VICE Media. “We always want to protect our audience’s trust in us. And here’s a way to put our data into the marketplace in a secure fashion.”

“We’re always looking to stay at the tip of the spear when it comes to making data available to marketers. And the fact that it’s deterministic rather than probabilistic means that it’ll result in a much higher match rate when it comes to blending these audiences together for marketing purposes.”

“We’re excited to work with Ericsson Emodo to help us better understand our audiences so that we can serve them better and provide a more relevant and useful advertising experience,” added Andrew Smith, SVP of Advertising Product and Solutions for VICE Media.

“The scale and quality of the data that Ericsson Emodo brings empowers publishers to compete for their share of advertising budgets.”

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