Emodo Blog

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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Emodo Institute to Challenge the Low Bar of Data Quality at Avertising Week (Oct. 1-4)

Emodo Institute - 9/28/18 5:14 PM

Today, poor quality data is the #1 issue that threatens the effectiveness of mobile advertising. Although marketers and data buyers have serious concerns about the inaccuracy of targeting data, the industry isn’t doing enough to address the problem. In order for brands to realize the true promise of mobile marketing, data vendors and industry standards organizations must take more aggressive steps to correct course.

Topics: Industry trends

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Announcing Emodo Supply: The First Carrier-verified SSP

Pei-pei Lin - 9/20/18 7:00 AM

Last week, we launched Emodo Supply, the industry’s first and only mobile carrier-verified SSP. Emodo Supply is designed to dramatically reduce the number of wasted impressions and dollars that result from data inaccuracies. Just like there are impurities in water and people would choose to drink filtered to unfiltered water, there’s a lot of inaccurate data out there, and the programmatic bidstream needs to be filtered as well.

Why does supply need to be filtered?

We built Emodo Supply because advertising data has proven, over and over again, to be highly inaccurate. Over the last few years, Emodo analyzed billions of bids across major programmatic exchanges. On average, 57% of lat/long location data in bid requests was found to be inaccurate. For example, if a user is located more than one mile from the lat/long coordinate listed in the bid request, the location data is inaccurate. Data is verified by cell tower data captured by that device’s mobile carrier network.

What Emodo Supply is and why it matters:

Emodo Supply is an SSP - a source of programmatic inventory available today across multiple DSPs. But what makes it different than other inventory sources is that it uses mobile carrier data as a source of truth to filter data for accuracy.

Emodo Supply is powered by a pre-bid algorithm that uses dozens of criteria to make a real-time decision about whether or not the data in any bid request is likely to be accurate. The pre-bid algorithm is effective at uncovering bad location data, fraud, and poor-performing media. All bid requests that score poorly (i.e. highly likely to be inaccurate) get filtered out. Only bid requests highly likely to be accurate are made available within the Emodo Supply SSP.

Putting Emodo Supply to work

Because data quality is predictive of multiple metrics of media quality, Emodo Supply can be useful for marketers in different ways. Marketers looking to improve quality such as minimizing fraud can benefit from using Emodo Supply to eliminate bid requests that score badly e.g. those passing inaccurate data. Those looking to optimize performance, especially in driving in-store traffic, increase efficiency by focusing on bid requests with high data quality.

Marketers interested in geotargeting consumers in real-time will reduce media waste by half or more by sourcing inventory from Emodo Supply.

Getting Started with Emodo Supply:

Emodo Supply SSP is like any other SSP. Just log into your DSP and add “Ericsson Emodo” - look for it as a sub-exchange under Bidswitch. If you don’t see it, ask your DSP representative to make Emodo Supply SSP available to you.

When bidding on Emodo Supply inventory, bid requests are fully biddable, there’s a price floor in place, and inventory is sold on a second price auction basis. No direct relationship or payment is needed directly with Emodo, and there is no charge beyond the second price in the auction. All metadata associated with a bid request is passed along to the bidder or marketer.

If you want to learn more or have any questions about Emodo Supply, please email


Topics: Industry trends- Location Data Management- New Product- Programmatic

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Today, We Launched the Emodo Institute

Jake Moskowitz - 7/10/18 4:18 PM

Location data is one of the most promising elements of mobile marketing. Unfortunately, the mobile advertising process and ecosystem are rife with flawed data and data-centric practices. And it’s no secret, as AdAge found over 80% of marketers and agencies to be concerned about location data quality.*

In our effort to discover, resolve and educate mobile advertisers about mobile data concerns, Emodo experts, researchers and data scientists have been conducting advertising studies and analyzing mobile data since day one. You might even say we’ve been on a mission to solve this problem.

Today, we announced the formalization of those efforts with the launch of the Emodo Institute.

The Emodo Institute is the first educational initiative dedicated to highlighting the truth about data inadequacy in mobile advertising. Our team conducts studies, publishes papers and teaches courses to help media buyers, sellers and solution providers master and apply practices that can dramatically improve the data and performance of mobile campaigns.

All of our first-party research and structured educational programs are:

  • Powered by Emodo’s unique access to mobile carrier data
  • Intended to push mobile data issues out of the shadows, toward a resolution
  • Designed to make learning easy and convenient for advertising teams
  • Provided to help digital practitioners foster a deeper understanding of mobile advertising and achieve markedly better advertising outcomes

The Emodo Institute will continually conduct research and share results and perspectives openly in the form of articles, papers, reports, presentations and other content. Our learning programs will include an array of courses focused on specific aspects of mobile advertising and data. The classes will be provided in a variety of formats, including on-site instructor-led classes, webinars, and presentations at key industry events.

The initial list of courses includes:

  • Mobile Programmatic Advertising Basics
  • Mobile Data Sourcing & Curation
  • Mobile Data Verification
  • Mobile Data Privacy & Security

The Emodo Institute is spearheaded by mobile data and measurement veteran, Jake Moskowitz. Jake is a Nielsen alum and former AT&T mobile advertising pioneer. His team is currently engaged in a number of studies and is set to offer the Institute’s first courses later this summer.

If you’d like to learn more about the Emodo Institute, please drop us a note.

If you’d like your team to gain applicable expertise in mobile audience targeting, take a look at the course descriptions and let us know which classes you’re interested in.

*AdAge & Factual survey, October 2017

Topics: Mobile Advertising- Industry trends

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