Emodo
Emodo is a programmatic advertising platform for buying media, audiences and curated supply.
Analyst Perspective
Emodo is a B2B advertising technology company providing programmatic media buying, curated supply access, audience targeting and managed campaign execution for advertisers, agencies and programmatic traders. Its product set includes a self-service DSP-style buying interface, a curated marketplace and PMP supply layer, proprietary audience data, dynamic creative capabilities and managed services across web, mobile, in-app and CTV environments. The company makes money through programmatic transaction margins and take rates on media spend, alongside software-style access to its buying tools, monetisation of audience data and service fees for managed execution. Based on the supplied financial data, Emodo has changed ownership over time, including operating as an Ericsson company and later being acquired by OneMagnify.
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Key insights about Emodo
Category Differentiation
Emodo is an adtech platform and managed programmatic media business, not a consumer app or a telecom operator. It should be distinguished from pure DSPs or pure SSPs because it combines buying, supply curation, audience data and services.
Emodo: About
Emodo operates a hybrid adtech model that combines software, media transaction infrastructure, data activation and managed services. It creates value by linking advertisers and agencies to curated inventory, proprietary audience segments and dynamic ad formats through both self-service and service-led workflows. Revenue is generated from media spend flowing through its marketplace and PMP pipes, commercial access to platform capabilities and data assets, and campaign management services delivered on behalf of clients.
How Emodo Works & Monetises
Business model analysis and core revenue streams
Emodo primarily monetises via programmatic media economics, taking margin or platform fees on marketplace, PMP and activation spend. It also appears to monetise through software access to its self-service buying interface, licensing or activation fees tied to proprietary audience segments, premium pricing on dynamic native and video formats, and managed service fees or percentage-of-spend arrangements for full campaign execution.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Technology
Media Channel
Service
Recent Signals (Emodo)
Advertible Empowers SSPs with Scalable Native Advertising Solutions
Advertible positions itself as a native-as-a-service programmatic vendor that embeds code inside SSPs to create a scalable native channel, not by replacing SSPs. Founded early last year by three co-founders, including Tom Anderson (CEO) and Priti Ohri (COO), the startup has not raised seed or VC funding. It aims to help SSPs adopt native at scale by generating multiformat requests (native images, native video, and potentially outstream) and rendering native ads to match site look and feel, using AI to design placements for thousands of publishers. Advertible plans to develop native video and native CTV in the future and is targeting a limited set of tier-one SSPs. Anderson previously led marketplace development at Emodo (Ericsson-owned) and was GM of mobile at TripleLift. The article frames Advertible as a means for SSPs to compete with established native players.
Read original sourceInstagram's Unskippable Ads Spark Backlash; Ericsson Shuts Ad Division
Instagram is testing a new unskippable video ad format in the main feed, with a timer at the bottom that prevents scrolling until the ad finishes. The test, not a rollout, has drawn negative feedback from participants and could hint at a shift toward more aggressive ad experiences similar to YouTube if adopted more widely. Ericsson has announced plans to shut down its ad division Emodo, which was created in 2017 to monetise digital advertising but failed to gain momentum or meet financial goals. In the AI protection space, ITN, producer of ITV News, Channel 4 News and Channel 5 News, revealed a deal with OpenOrigins to safeguard its archive from AI misuse. The arrangement will use blockchain-based provenance identifiers to verify originality, and ITN will participate in OpenOrigins’ AI licensing marketplace for video training data.
Read original sourceBRAVE and Emodo Revolutionize Advertising with Strategic Partnership
BRAVE and Emodo have formed a strategic alliance to pair Emodo’s high-performing ad formats with BRAVE’s omnichannel SSP. The partnership aims to boost campaign effectiveness for advertisers and create new audience segments with personalised creative experiences, while publishers could see improved performance and revenue. The deal is framed as a shift away from cookie-centric targeting toward creative excellence and privacy-conscious advertising. BRAVE CEO Amir Sharer called the alliance a milestone in shaping the future of advertising and unlocking sustainable revenue for advertisers and publishers. Emodo’s David R. DiAngelo said the collaboration seeks to redefine success for an AI-powered, privacy-safe era of advertising. Emodo’s exchange will prioritise richer creative formats and cookieless targeting, complemented by BRAVE’s real-time, inventory-optimising platform serving over 110 billion monthly auctions and 650 million active users.
Read original sourceEmodo: Frequently Asked Questions
What is Emodo?
Emodo is a B2B programmatic advertising company offering media buying tools, curated marketplace supply, audience targeting, creative solutions and managed services.
Who uses Emodo?
Its direct users are advertisers, agencies, trading desks and other programmatic buyers seeking campaign activation, audience data and premium supply access.
How does Emodo make money?
It earns revenue from media transaction take rates, platform access, audience data monetisation and service fees for managed campaign execution.
Company Facts
- Founded
- 2017
- Core Segment
- AdTech Vendor
- Company Size
- 10–49
- Official Link
- emodo.com