If digital ad buying is becoming a world of fragmented silos, how about falling back on something that all players have in common – the infrastructure underlying it all?

That’s what Ericsson thought when it launched Emodo in 2017. The telecommunications company’s technology powers the underlying networks of many of the world’s mobile telcos, giving it unprecedented access to raw audience data.

That is why it brought to market in Emodo, a new ad marketplace “powered by carrier intelligence”.

In this video interview with Beet.TV, Emodo data solutions VP Jake Moskowitz explains how Emodo’s pre-id algorithm algorithm uses AI to provide ad buyers a subsset of only the inventory deemed most likely to be effective for particular audiences.

“The data running through the pipes, basically, we use as a truth set to verify the accuracy of data around the ecosystem,” he says.

“It uses years of deterministic matching between the carrier data and programmatic inventory and looking and seeing, historically, which data points have ended up being accurate and which have not been accurate.

“Based on that, we use AI to accurately predict the likelihood that any given bid requests in real-time can be trusted. We’re running that pre-bid algorithm in real time and using it to filter out inventory that is highly likely to be a waste of money.”

Emodo has flown relatively under the radar since it launched two years ago. Moskowitz says its capabilities are enabled through buying tools via Google, Trade Desk and MediaMath.

One of the biggest use cases has been to ensure the accuracy of location data signals used these days by retail establishments like quick-service restaurants, who want to use programmatic advertising to drive football to eating places, activity they want to be able to track verifiably.

“There’s an enormous issue of fraud and waste in the form of data that people don’t really realise and don’t really focus on,” Moskowitz adds.

“So much data in the ecosystem, probably half or more of every type of data that we have been able to measure, is totally inaccurate. Our mission, is to clean this stuff up.”

This video is part of a series of interviews conducted during Advertising Week New York, 2019.  This series is co-production of Beet.TV and Advertising Week.   The series is sponsored by Roundel, a Target company.  Please see more videos from Advertising Week right here