Ericsson is seeking to leverage its wide mobile network reach with a new data management and advertising solution for advertisers, brands and publishers.
Ericsson Emodo consists of a data management platform with a database of more than 1.3 billion anonymized mobile user profiles with carrier-validated data across Japan, the US, Canada and the UK.
It is designed to allow customers to launch programmatic advertising campaigns modeled from carrier data.
“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% of new digital advertising spend over the last few years,” Ericsson Emodo GM Paul Cheng said.
“Ericsson Emodo empowers everyone in the ecosystem with similar capabilities, allowing traditional publishers to compete once again and advertisers to reach their audiences anywhere.”