Ericsson turned heads this year at Mobile World Congress when the company, more commonly associated with telecoms network technology, lifted the lid on its plans to help telcos scale their first party data, and get in on the advertising game.
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However, what the telecoms provider now plans to roll out is an ad network that will pool premium inventory where advertisers can target their desired audiences based on participating telcos’ customer data.
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Advertisers often bemoan the lack of accurate data to help them with targeting consumers on their mobile devices, that is outside of the walled garden ecosystems of Facebook and Google, aka ‘the duopoly’, whose logged-in audiece data and respective device graphs the default method of doing so in the industry.
http://www.thedrum.com/news/2017/03/13/inside-ericssons-plans-get-the-adtech-game
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