Through the partnership, Ericsson Emodo will bring marketers high-quality, trusted data to improve ad effectiveness and reduce fraud.
Every year, inaccurate data leads to billions of pounds in wasted ad spend with faulty targeting and poor-quality inventory, leading to ineffective campaigns or even damage to a brand’s reputation or image. Forrester recently reported that about 21% of media spend is lost to inaccurate targeting. Globally, that one issue alone equates to nearly £55B in waste.
Ericsson Emodo’s unique Operator Intelligence serves as a truth set to verify and filter targeting data from other data sources. The company’s techniques and models significantly improve data accuracy, offering marketers high-quality, reliable data to tailor messaging more effectively and make ads more relevant for consumers.
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CKDelta, using data from mobile operators in CK Hutchison’s 3 Group will verify the accuracy of Emodo’s data to improve inventory, targeting, and audience quality for advertisers. Three UK will be the first mobile operator in the 3 Group to work with Emodo as part of the agreement.
“In times of economic distress, ROI becomes even more important to marketers and advertisers, making the accuracy of data all the more significant today,” remarked Alistair Goodman, General Manager of Ericsson Emodo. “Through our partnership with CKDelta, we’ll be able to address an issue that is now larger than viewability and brand safety combined.”
Emodo’s proven data science, ad industry expertise, and operator intelligence models will join CKDelta’s operator data solutions and privacy-compliant data activation to improve data quality for the advertising industry. The first focus of the partnership will be to enable a range of verification-led advertising solutions designed to reduce waste, build trust, mitigate ad fraud and improve advertising experiences for consumers. To further develop these solutions, Ericsson Emodo and CKDelta plan to extend their cooperation to other operators in the 3 Group and its affiliates, which serve around 100 million customers in 12 markets worldwide.
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“We’re thrilled to bring together two world-class teams of data scientists and advertising experts,” said Geoff McGrath, Managing Director of CKDelta. “Our combined, innovative approach raises the bar in terms of the advertising industry’s standards and expectations, building a trusted platform and maximising ROI. We plan to utilise our models and data from individual 3 Group operators to improve other areas of the ad industry as we move forward.”