Nitesh Patel, Director, Wireless Media Strategies, commented, "We have categorized operators' approaches to mobile advertising according to the extent of participation in advertising and media. SingTel and Verizon are 'Transformers,' aggressively spanning network, ad-tech and media domains, while 'Ad-Tech Players' such as Telefonica, Sprint and Telenor, have chosen to focus on advertising technology. Ericsson and Smartpipe are enabling operators to take a passive approach as 'Data Providers' while we categorize Digicel and Three as 'Cry Babies' given their anti-advertising positions."
This report defines the market size for mobile operators in leveraging subscriber data, outlines the major challenges ahead, and provides recommendations on how operators should proceed in this sector.
David Kerr, Senior Vice President of Strategy Analytics added, "Most operators are yet to participate in mobile advertising despite being uniquely placed to provide media buyers with verified subscriber data tied to valuable demographic and behavioral attributes at scale. With global mobile operator revenue expected to decline from 2019 onwards, mobile advertising should not be overlooked. Operator subscriber data has potential to provide a shot-to-the arm for the programmatic mobile advertising ecosystem beyond Facebook and Google. However, operators must also tread carefully and ensure strict compliance with privacy and data protection regulations, particularly across the European Union with General Data Protection Regulation (GDPR) coming into force in May 2018."
About Strategy Analytics
Strategy Analytics, Inc. provides the competitive edge with advisory services, consulting and actionable market intelligence for emerging technology, mobile and wireless, digital consumer and automotive electronics companies. With offices in North America, Europe and Asia, Strategy Analytics delivers insights for enterprise success. www.StrategyAnalytics.com
European Contact: Nitesh Patel, +44(0) 1908 423 621, [email protected]
US Contact: David Kerr, +1 617 614 0720, [email protected]
SOURCE Strategy Analytics
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