Monday, 13 November 2017 01:16

VIDEO: Ericsson launches global advertising solution, Emodo


Ericsso has announced the release of Emodo, an "end-to-end data management and advertising solution", offering high-quality, carrier-validated audiences at scale to the programmatic advertising ecosystem.

With Ericsson Emodo offering "more than 1.3 billion anonymised user profiles" with carrier-validated data in the US, Canada, United Kingdom and Japan, get ready to see even more advertising invade your life.

Emodo is a "new data management and advertising solution that provides high-quality audiences at scale to advertisers, brands and publishers".

With more than 1.3 billion user profiles in its Data Management Platform, Ericsson Emodo "allows advertisers to leverage their existing workflows and reach out to audiences in an efficient, privacy-compliant manner while creating a positive user experience".

"The solution harnesses the power of Ericsson’s customer base of global network operators to create a secure, anonymised, privacy-by-design database of carrier-derived data enhanced with other quality datasets."

Of course, we can only hope this is true, for end-users are the ones who will see more advertising, but hey, as long as it is "positive" and "privacy compliant", you should have no negative privacy complaint, right?

I guess we'll all find out soon enough, with Emodo now commercially available, meaning Ericsson's customers can "immediately start to leverage Ericsson Emodo to tap into the entire programmatic ecosystem".

Where's Kevin Rudd when you need his programmatic specificity, eh?

In any case, Paul Cheng, general manager of Ericsson Emodo, said: “In today’s new digital world, effective advertising requires four dimensions: high-quality data, audience scale, audience addressability, and a positive user experience.

"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.”

Simon Bailey, chief executive, Axonix, said: “Ericsson Emodo is in line with our vision of creating robust audiences modeled from carrier data that can be used across the advertising ecosysyem. This partnership will further improve the distribution of our data and prove the value of carrier-grade data truth sets.”

Andrew Smith, senior vice-president, Advertising Product and Solutions, VICE Media, said: “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. The scale and quality of the data that Ericsson Emodo brings empowers publishers to compete for their share of advertising budgets.”

Ericsson said it "powers more than 200 global network operators with over 2.5 billion subscribers."

Couple this with Ericsson Emodo now being "one of the largest mobile-first data solutions in the world, featuring more than 1.3 billion anonymised user profiles with carrier-validated data in the US, Canada, UK and Japan", and your advertising nirvana has arrived.

All Ericsson's customers now need to do is buy, and all of this digitally-enhanced, carrier-validated advertising would have achieved enlightenment. Now, go forth and multi-buy!



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Alex Zaharov-Reutt

One of Australia’s best-known technology journalists and consumer tech experts, Alex has appeared in his capacity as technology expert on all of Australia’s free-to-air and pay TV networks on all the major news and current affairs programs, on commercial and public radio, and technology, lifestyle and reality TV shows. Visit Alex at Twitter here.



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