"O2-owned Weve has kicked off its Mobile World Congress activity by announcing a tie-up with Axonix that will gives advertisers further insight to its 31 million-strong audience base, and better enable programmatic trading. The deal is geared towards helping advertisers trade display advertising more effectively using Weve's audience data, with agencies, trading desks and brands the ideal target market, according to the outfit."
"The reason this partnership is really important is that Weve has access to unique, authenticated customer data on up to 31 million customers whom we have permission to advertise to. This lets us enable agencies, trading desks and clients to benefit from our access to those insights. The deal also gives advertisers the flexibility to execute campaigns through their preferred demand and supply-side partners, while at the same time we maintain full control and benefits of those insights, without compromising any privacy."
O2-owned Weve announced a partnership with Axonix to make its audience insights available for programmatic display advertising. Advertisers can load Weve's audience data into Axonix's platform and bid on display inventory through their chosen ad tech partners. The audience covers up to 31 million authenticated customers and is grouped into 50 standard segments, with bespoke packages available. Insights derive from both operator Wi‑Fi and cellular networks. Typical segments include demographic and location-based descriptors such as '18-24 year old smartphone customer living in the metropolitan area.' Telefonica emphasizes privacy controls and permissioned data access while enabling flexible campaign execution.
Read at The Drum
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