Emodo Blog

Before You Greenlight That Next Big Campaign: The Veiled Truth About Targeting Data

Emodo Institute - 1/22/19 6:07 PM

These days, almost every forward-thinking marketing initiative is based on an assumption that the targeting data is solid, proven and readily available. It’s certainly available (in abundance). However, it isn’t always solid, and it’s almost never proven. 

The science behind targeting data is unlike any other. It's unregulated, opaque and routinely inaccurate. In his recent article on, Alistair Goodman, GM of Ericsson Emodo, reveals the reasons behind the veiled nature of data science and provides guidance for protecting your data-centric marketing investments...

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

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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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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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