Emodo is getting a new lease on life as part of OneMagnify.
Yesterday, OneMagnify, a technology-focused digital marketing agency, announced its acquisition of the shuttered Emodo business from Ericsson (though Ericsson is not mentioned in the press release). The deal provides OneMagnify with its own tech stack to offer clients, while Emodo will continue to operate as a standalone company.
According to the press release, “OneMagnify clients can now leverage the power of AI-driven programmatic marketing to deliver highly targeted, personalized campaigns that resonate with decision-makers at every stage of the buying journey.” The release also highlights the “powerful combination” of Emodo’s CTV and native ad formats with OneMagnify’s data capabilities to support advertisers.
Why This Matters:
In June, Business Insider reported that Emodo was being shut down by its parent company, Ericsson. This really closed the chapter on telecom companies trying to break into the adtech space. While the idea always made sense, growing privacy concerns and data regulations ultimately stalled plays by companies like Verizon and AT&T.
Over the last year-plus, Emodo has seemed focused on building out an SSP business and AI tools for publishers and advertisers. This includes the launch of a dynamically optimized native ad format that improved attention, and scaling its AI-targeting tool for reaching audiences without relying on device IDs. Emodo also expanded its tech into CTV, and, as part of OneMagnify, the CTV piece seems especially attractive to the company as more ad dollars flow there. (The shift into CTV was also a bit different compared to a more mobile-centric offering, which tied back to Ericsson.)
Experts React:
In the press release about the acquisition, Mark Petroff, CEO of OneMagnify, says: “This acquisition aligns perfectly with our vision of providing a comprehensive suite of B2B marketing solutions powered by best-in-class data science and technology capabilities. Emodo’s cutting-edge AI technology and programmatic media expertise will enable us to deliver even more value to our clients by driving measurable results and enhancing the experiences they create for their customers.”
Meanwhile, Alistair Goodman, co-founder of Emodo, says: “This is an exciting time for Emodo, and we are thrilled to be part of the OneMagnify team. The acquisition will allow us to bring the same AI-powered innovation and programmatic capabilities from B2C into the B2B space through our advanced targeting, immersive creative, and premium, optimized inventory. Together, we will grow experiences that drive scale, unlock growth opportunities, and deliver maximum value for OneMagnify clients.”
Our Take:
Emodo has some impressive technology that now has an opportunity to find new growth as part of OneMagnify. This seems like a good outcome for everyone involved.
