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As cellphone carriers itch to turn their consumer data into dollars, Mercedes-Benz is among the first advertisers to benefit from new partnerships between telecom providers and a young but growing telco data firm called Zeotap. In Spain, the luxury car dealer recently aimed mobile ads to high-income men between the ages of 40 and 60, in part based on the amount of money they paid for mobile service each month.

As the growth of new mobile subscribers dwindles, telcos have investigated a variety of new revenue streams generated from the information they have about current customers, including data on home addresses, demographics and the places that subscribers’ phones turn up.

Zeotap is one of the few firms that has managed to sign data monetization deals with multiple tier-1 carriers, most of which have found data privacy and security regulations to be significant barriers to fulfilling their goals of creating new revenue streams from their data. Tier-1 carriers have direct connections to the networks they use to provide voice and data services. Zeotap, founded in Germany in September 2014, says it has partnerships with six telcos in India, Europe and North America that represent a total of more than 100 million subscribers.

Continue reading at AdAge.com