Ericsson has launched Ericsson Emodo, a new data management and advertising solution which comes armed with more than 1.3 billion user profiles in its DMP. It also ushers a powerful, and unusual new competitor into the marketing tech space.

It is not the first big hardware brand to try and break into the sector. Dell, for instance, likewise has a marketing technology.


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The solution taps into Ericsson’s customer base of global network operators to create a secure, anonymized, privacy-by-design database of carrier-derived data which it claims is also enhanced with other quality datasets.

Among the key points;

  • Ericsson Emodo, an end-to-end data management and advertising solution, offers high-quality, carrier-validated audiences at scale to the programmatic advertising ecosystem
  • Ericsson Emodo has more than 1.3 billion anonymized user profiles with carrier-validated data in the US, Canada, United Kingdom and Japan
  • The solution allows advertisers to utilize any of their existing demand platforms and reach audiences programmatically across almost every publisher, independent of advertising format

Paul Cheng, General Manager, 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, CEO, 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, SVP 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 says Emodo is now one of the largest mobile-first data solutions in the world, featuring more than 1.3 billion anonymized user profiles with carrier-validated data in the US, Canada, UK and Japan.

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