"Back around 2015 through early 2018, telcos were very excited about ad tech. They spent billions of dollars betting that they could monetize their rich subscriber data and compete with the walled gardens by acquiring ad tech assets of their own. The deals just kept piling up. It was a mini gold rush. Boom, bust, reboot But the enthusiasm was short-lived."
"The hoped-for synergies never materialized, and the higher-ups at carriers wondered why they were exposing themselves to potential privacy issues when advertising was a rounding error compared to the hundreds of billions they make every year from their connectivity and subscription services. And so: Oath was rebranded and sold off in pieces. AT&T sold Xandr to Microsoft after integration failures, privacy issues and underperformance."
"Nearly a decade later, however, the idea hasn't gone away. If anything, it's resurfaced, this time in new markets, under stricter privacy regimes and using a different playbook. One example of this new approach comes from Novatiq (formerly Smartpipe), a UK-based tech platform that helps telcos turn their subscriber data into privacy-safe digital IDs using consented signals from carriers to target ads without sending personal information outside of the network."
From 2015 to early 2018 telcos invested heavily in ad tech, acquiring assets to monetize subscriber data and challenge digital walled gardens. Most carriers then retreated after synergies failed to appear, privacy concerns mounted, and advertising revenue remained marginal versus core connectivity income, prompting widespread divestitures and asset sales. Nearly a decade later data monetization efforts have reemerged with stricter privacy regimes and new technical approaches. Novatiq converts consented carrier signals into privacy-safe digital IDs that target ads without exporting personal data from the network. Adoption is strongest in the Middle East, Africa and Eastern Europe, while US operators remain cautious.
Read at AdExchanger
Unable to calculate read time
Collection
[
|
...
]