Ericsson Emodo and HUMAN Expand Protection Against Sophisticated Bot Attacks and Fraud in Mobile Advertising

Oct 22, 2021 | Business

Emodo, an Ericsson company, today announced its partnership with HUMAN Security, Inc. (formerly White Ops), the global leader in collective protection against sophisticated bot attacks and fraud. In joining the Human Collective, a new program designed to protect the digital advertising ecosystem from the impacts of fraud, Emodo is doubling down on its mission to provide the highest quality data available in the mobile advertising industry. 

Sophisticated bots pose an increasingly significant threat to the demand and supply sides of the programmatic ad ecosystem. For years, Emodo has been on a mission to improve the quality of targeting data and advertising more broadly, with educational initiatives and a suite of offerings aimed at verifying targeting accuracy. As a new member of the Human Collective, Emodo is committed to protecting against ad fraud across both the buy-side and sell-side of the programmatic ecosystem. In addition, Emodo will be adding HUMAN’s MediaGuard to further fortify its global programmatic offering with an additional layer of security to ensure advertisers are protected from ad fraud. 

“The stakes are higher than ever for advertisers: they are impacted by regulatory and technology changes that render old audience targeting tools ineffective, making it harder than ever to maximize ad spend and demonstrate ROI,” said Emodo Chief Operating Officer Damian McKenna. “Ad fraud could grow to over $50 billion by 2025. Emodo is adding HUMAN’s MediaGuard on top of our machine learning technology that already verifies data accuracy, as additional counter-measures that create a high quality environment for brands. This is another step in Emodo’s commitment to deliver high quality campaigns for advertisers’, ensuring their spend goes precisely to where it’s directed.” 

By bringing together organizations across the ad tech landscape, the Human Collective is raising the consequences and practical cost of fraud through shared resources and cooperation. Today, HUMAN verifies the humanity of more than 10 trillion digital interactions per week, offering enterprises a platform with unmatched protection from fraudulent activity across the Internet. 

“To sustain its growth, digital advertising needs a trusted and collectively protected marketplace built through global collaboration and strong partnerships,” said HUMAN Co-Founder and CEO Tamer Hassan. “As a leader in 5G and AI solutions and a key innovator in the advertising and data analytics space, Emodo’s partnership with HUMAN will enhance both organizations’ capabilities in the fight against cybercrime. Additionally, Emodo’s public commitment to best practices for privacy, transparency, trust and accountability in the marketplace demonstrates how the industry leader exemplifies the values of the Human Collective.”

This partnership comes on the heels of Emodo’s entrance into the Network Advertising Initiative (NAI), a not-for-profit dedicated to responsible data collection and its use for digital advertising. Following Emodo’s May launch of Predictive Audiences, a machine learning solution to address audience segments without Device IDs, the company’s entrance into the NAI is its most recent move to protect consumer privacy while delivering the impact and scale that advertisers require.

HUMAN and MediaGuard are registered trademarks of Human Security, Inc. To learn more about HUMAN’s solutions or the Human Collective, please visit www.humansecurity.com.  

About Ericsson Emodo 

Emodo is the independent provider of high-impact audience, inventory and creative solutions that elevate campaign results through the application of machine learning technologies. The company’s machine learning models proactively identify top-performing inventory and audiences, pre-bid. Emodo’s ML models are continuously trained by the industry’s most accurate truth sets, including exclusive data from mobile telcos and networks. Through its horizontally-integrated platform, Emodo offers both supply- and demand-side capabilities and a highly-optimized path for both buyers and sellers. Emodo solutions are available through every leading DSP and through Managed Service, making it easy for advertisers to buy however they wish.

Emodo is a wholly-owned subsidiary of Ericsson, a world leader in telecommunications technology and services that powers billions of mobile connections worldwide.

About HUMAN

HUMAN is a cybersecurity company that protects enterprises from bot attacks to keep digital experiences human. We have the most advanced Human Verification Engine that protects applications, APIs and digital media from bot attacks, preventing losses and improving the digital experience for real humans. Today we verify the humanity of more than 10 trillion interactions per week for some of the largest companies and internet platforms. Protect your digital business with HUMAN. To Know Who’s Real, visit www.humansecurity.com.

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Ericsson Emodo Joins Network Advertising Initiative, Advancing Its Mission to Support Highly-Effective, Privacy-Centered Campaigns

Sep 22, 2021 | Business

Emodo, an Ericsson company providing high-impact audience, inventory, and creative advertising solutions, today announced its acceptance into the Network Advertising Initiative (NAI), a not-for-profit dedicated to responsible data collection and its use for digital advertising. Joining the NAI validates Emodo’s exceptional privacy-centric advertising technology, and furthers the company’s commitment to raising the industry standard for privacy.

“Our team sees new laws and regulations from government and regulatory bodies as an exciting call to protect consumers and innovate privacy choices,” said Kelly Anderson, Emodo Senior Vice President and Head of Data Privacy and Protection. “High-quality and high-impact advertising should not be mutually exclusive with maintaining consumer privacy. We’re honored to be a member of the NAI and their standards advance the industry in privacy-centered solutions for advertisers without compromising scale, quality, or campaign impact.” 

NAI is the only membership organization comprised exclusively of third-party digital advertising companies and holds members responsible for compliance with its Codes of Conduct, the gold standard principles for self-regulation of third-party advertising, ad-tech, and related businesses. Among other requirements, the code provides strict guidelines for the use of offline data for tailored advertising and requires opt-in consent to use precise location data for ad delivery and reporting. 

Emodo is pioneering a new class of innovative, privacy-forward solutions designed to help advertisers reach audiences with both relevance and scale, without device IDs. Emodo Audiences include special predictive segments powered by machine learning. Leveraging hundreds of real-time data points, its advanced algorithms predict audience designations for a given programmatic ad opportunity, classifying bid requests into audience segments in real-time without compromising user privacy. 

“Emodo is making a public commitment to the best practices for privacy and transparency, trust, and accountability in the NAI Code of Conduct,” said NAI President and CEO Leigh Freund, welcoming Emodo. “The NAI community will benefit from Emodo’s expertise as a leader in 5G and AI solutions and as an innovator in the advertising and data analytics space.”

Emodo’s data is managed and applied using processes that observe privacy-by-design and are entirely compliant with regional regulation and standards such as GDPR, CCPA, IAB, TCF 2.0, and now NAI. 

To learn more about Emodo’s privacy-centric ad tech solutions, visit: Emodoinc.com

About Ericsson Emodo 

Emodo is the independent provider of high-impact audience, inventory and creative solutions that elevate campaign results through the application of machine learning technologies. The company’s machine learning models proactively identify top-performing inventory and audiences, pre-bid. Emodo’s ML models are continuously trained by the industry’s most accurate truth sets, including exclusive data from mobile telcos and networks. Through its horizontally-integrated platform, Emodo offers both supply- and demand-side capabilities and a highly-optimized path for both buyers and sellers. Emodo solutions are available through every leading DSP and through Managed Service, making it easy for advertisers to buy however they wish.

Emodo is a wholly-owned subsidiary of Ericsson, a world leader in telecommunications technology and services that powers billions of mobile connections worldwide.

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Kathryn Ryan
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Ericsson Emodo Acquires Axonix, Doubling-Down on Mission to Improve Mobile Advertising Globally

Apr 16, 2021 | Business

Emodo, the independent marketplace for quality-verified advertising, today announced it has acquired Axonix, a mobile-first, programmatic advertising exchange, terms of this deal were not disclosed. This strategic acquisition extends Emodo’s horizontal expansion as an independent platform with direct connections to hundreds of demand side partners (DSPs), publishers and supply partners while bringing verifiable accuracy to both the demand and supply sides-of the programmatic ad ecosystem. The move comes on the heels of a record year for the company, further fueling its next phase of global growth. 

Axonix’ business provides app and mobile web publishers with a suite of supply-side tools and opportunities to maximize yield and sell-through of their advertising inventory, while Emodo offers a wide range of programmatic buy-side tools, audience and creative opportunities to advertisers. Additionally, Emodo’s platform leverages the industry’s most accurate truth sets, including mobile network data, to enhance the quality of the inventory and audiences the company sells. By unifying the Axonix supply-side solutions and Emodo’s demand-side solutions and sales channels, Emodo now provides a horizontally-integrated ecosystem that systematically improves the quality and effectiveness of mobile advertising for both publishers and advertisers.

“Advertisers are increasingly looking for horizontal solutions that make it easier to deliver high-quality campaigns, and consumers deserve to receive relevant, positive brand experiences.” explains Alistair Goodman, General Manager of Ericsson Emodo. “In combining forces with Axonix, we’re able to provide brands and publishers with a single-source, high quality solution that raises the bar for efficiency, quality and effectiveness of mobile advertising”

The deal enables Emodo to offer advertisers a full suite of verified mobile inventory offerings. This includes direct access to premium publishers and high quality supply, as well as a variety of creative and strategic placement opportunities. It also provides Emodo publisher partners with robust sales channels, strategic alignment of inventory with advertiser objectives, uniquely compelling ad units and a variety of other new opportunities. 

Despite the unpredictable year, Emodo experienced record revenue, with 70% revenue growth in 2020 — a significant feat given the advertising industry’s overall contraction of 10% and programmatic advertising’s nominal growth of 6% year-over-year. The coming year will only continue that growth: leveraging Axonix’ international footprint and expertise, the company will expand its global presence into the Asia Pacific (APAC) and Europe. From comprehensive identity strategies to new creative solutions and unique publisher relationships, Emodo’s horizontal, AI-driven programmatic platform can offer a genuine alternative to the walled garden players.

“We’ve been fortunate to work closely with the Emodo team for many years, and this next step allows us to come together to benefit the whole industry,” explained Simon Bailey, CEO of Axonix. “Our combined teams will extend the reach of this data-driven, integrated marketplace to support the programmatic ecosystem worldwide, in a way that is seamless for all clients, both existing and new.”

To learn more about Emodo advertising solutions and how they can improve ROI, visit: emodoinc.com. 

About Emodo

Emodo is the independent marketplace for quality-verified advertising. The company’s audiences, immersive ad creative and publisher solutions enable the world’s most recognizable brands to realize the full power of mobile advertising. Emodo elevates results through the application of pre-bid predictive models, trained by the industry’s most accurate truth sets, to identify top-performing inventory. The company’s horizontal platform brings together both buyers and sellers, making it easy for advertisers to buy the way they wish and improving the performance of campaigns. Emodo solutions are available through every leading DSP and through Managed Service.

Emodo is a wholly-owned subsidiary of Ericsson, a world leader in telecommunications technology and services powering billions of mobile consumers worldwide.