Startups Put Mobile Carrier Data Into Advertiser Hands
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Telefnica made a big promise of more privacy control for its mobile subscribers last week, announcing a platform called Aura to show them the data they generate as they use its services. The company, one of the world’s largest telecom carriers, will also offer incentives”peace of mind, improved experiences or personal rewards,” as a spokesman put itin exchange for letting it share their data with third parties.
The news matters because mobile carriers around the world are increasingly trying to turn their customer data into a new, powerful tool for marketers. Telefnica and others are already opening certain raw data to companies dedicated to helping carriers cash in on subscriber info. But consumer consent will likely be key if carriers are going to deliver for marketers.
With margins diminishing on their core productvoice and data services for subscriberstelecoms have begun seeking revenue from data about subscribers, said Mark Grether, a former executive at programmatic ad firm Xaxis and an investor in Zeotap, a startup in the space. “So my core business becomes a means to an end,” Mr. Grether said. “That’s the kind of mental shift that I’m seeing in the telco industry.”
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