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Emodo Blog

The Transparency Trap: In the Data Market ‘Transparency’ Standards are Low

Emodo Institute - 1/2/19 1:48 PM

In advertising, the term ‘media transparency’ carries specific expectations of accountability for media vendors. When the discussion turns to the topic of data, however, ‘transparency’ implies no clear expectation at all. On the media side, ‘transparency’ means “prove it.” It means “show me the viewability rates, fraud percentages, and critical information to protect my brand.” When pertaining to data, ‘transparency’ simply means “tell me where the data came from” — that’s it.

But that's not enough...

Topics: Research- Industry trends- Mobile Measurement- Mobile Advertising- Programmatic- Location Data Management

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Two Targeting Conversations That are Sure to Get Louder in 2019

Emodo Institute - 12/19/18 3:13 PM

Two location targeting themes are gaining real steam as we near the end of 2018 – “People-based Marketing” and the significant problem of data inaccuracy. The former was a recurring topic of interest in numerous presentations during Ad Week and again at IAB’s Data and Mobile Symposium earlier this month. It’s a big idea that’s sure to gain even more steam in 2019. However, in order for individualized targeting to work, the data needs to be much more accurate. Today, about half of the data used for targeting is inaccurate.

Topics: Research- Industry trends- Mobile Measurement- Mobile Advertising- Programmatic- Location Data Management

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How the Ad Industry Encourages Poor Data Quality

Emodo Institute - 10/31/18 10:39 PM

Jake Moskowitz, in his latest Street Fight article, examines the ways in which data stores are exacerbating the problem of data inaccuracy in advertising...

Topics: Research- Mobile Advertising- Industry trends

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We’ve Improved Media Transparency. Let’s Do the Same with Data.

Emodo Institute - 10/5/18 12:12 PM

In his latest Street Fight op-ed, Jake Moskowitz compares the need for data verification to essential media verification initiatives like viewability and fraud…

Topics: Research- Mobile Measurement- Industry trends

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