Emodo, Ericsson’s mobile ad platform for telcos, is aiming to boost the quality of location data in the ad ecosystem with a tool launched Thursday that uses carrier data to verify mobile audiences on a pre-bid basis. Marketers are shelling out for bad targeting and it’s akin to flushing their budgets down the toilet, said […]
Tapad launched a product on Tuesday that lets telcos stitch their first-party data to Tapad’s device graph – which Tapad will then activate through partners, including Facebook and The Trade Desk. The company is calling this service a Customer Data Platform (CDP), which is the buzzword du jour, though the vendor said it’s been working […]
Ericsson remains keen on ad tech. On Wednesday, the Swedish networking and telecom company announced its acquisition of Placecast, a combo data management and demand-side platform (DSP) for location data. Placecast is now part of Emodo, Ericsson’s programmatic mobile ad platform that helps telcos monetize their subscriber data. Emodo is housed within a newly created […]
During a speech Tuesday at think tank R Street Institute, Federal Communications Commission Chairman Ajit Pai justified his plan to scrap net neutrality (“We’re shifting from one-size-fits-all preemptive regulation to targeted enforcement.”) and took a shot at edge providers like Twitter, Google and Facebook. “Let’s not kid ourselves: When it comes to a free and […]
Ericsson is taking the wraps off its DMP for telcos. On Thursday, the Swedish networking giant announced the global launch of Emodo, a mobile ad platform that lets carriers monetize their subscriber data programmatically. The release of Emodo follows Ericsson’s surprising intention to enter the ad tech space, which it announced in March at Mobile […]
AT&T just hired an ad platform whiz kid to take charge of its new TV and video ad business – but that’s the easy part. On Friday, AT&T revealed that Brian Lesser, GroupM’s CEO of North America, will helm a new business unit so the telco can attempt to realize the potential of its vast deterministic […]
All telcos acquire ad tech to drive revenue, but not all telcos think alike on how to make that happen. Operators divide into four primary schools of thought when it comes to activating their ad tech assets: open ecosystem, closed ecosystem, internal promotion and content distribution. Singaporean SingTel, for example, is willing to partner with […]
When Norwegian telco Telenor acquired cross-device vendor Tapad in February 2016, it seemed comparable to Verizon buying AOL. One year later however, Telenor is using Tapad’s tech to drive sales and customer acquisition for its own products, rather than making its data available on the open exchange. Tapad also continues to operate as a standalone […]
The revenue opportunity around mobile ad spend is too big to ignore, said Dan Rosen, global director of advertising at Spanish telco Telefonica, at Mobile World Congress in Barcelona in early March. It’s why telcos like Verizon, Telenor, Telstra and SingTel are spending big on ad tech. Telefonica carved out a niche in the mobile […]
Ericsson is about to enter an unexpected space: ad tech. The Swedish networking giant is testing a mobile ads platform to aggregate anonymized deterministic data from across telecom operators to power targeted advertising. Ericsson declined to say whether it’s building the platform itself, licensing it or buying an ad tech company to power its nascent […]
