Background:

Ericsson, the world’s leading mobile infrastructure company, wanted to enter advertising space and spun up Emodo as an incubated startup to achieve that goal. Jay was recruited as Director of Product Management to develop a white label exchange to monetize sensitive mobile carrier data while maintaining privacy. Emodo achieved this by packaging mobile carrier-based audience segments with ad inventory and delivering them to DSPs via PMP deals. The success of this proof of concept led to seven-figure revenue and the acquisition of Placecast, a location-based DSP, in the first year.

Jay’s Role:

• Oversee development from MVP to launch with IPonWeb engineers, including creation comprehensive requirements, acceptance testing, and iterations

• Document features and processes and train operations & sales teams

• Generate sales and product marketing materials

• Identify and troubleshoot issues in a timely manner to ensure smooth campaign delivery

Results:

• Six-figure deals at launch with up to 80% margins, leading to seven-figure revenue in the first year

• Validated the PMP strategy of delivering mobile carrier data via PMPs, leading to the acquisition of Placecast

• Established relationships with major DSPs, allowing smooth integrations upon the future acquisition of the Axonix Exchange