By TJ Lightwala, head of Future Adaptive Specialist Team (FAST) and Performance, Mindshare MENA
Telco data provides user level, location data married with contextual or interest data. Hence, it is now highly possible to target a GITEX participant, at a certain location, at the time the event is taking place with the desired ad of Samsung Note 8, if he holds an iPhone 6, and then retarget the participant when he or she is engaged in other activities or at home. The signals of location, the actual user, and ability to collate with his/her interests are now a real thing – no longer a pipe dream. Thus, this intelligent unlocking customer data and network data monetization help in profile matching that is both safe and privacy compliant to the user, agency and telco partner.
The benefits of brands to engage in telco data testing:
I am certain, we will be hearing news around Etisalat and Du imminently – one if not both. It will be great to see an embarkation of this in the MENA as well, as we look to converge the telco monetization space with deeper segmentation outcomes.
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