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Where Can Mobile Operators Succeed in Mobile Advertising?

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Report Summary:

Strategy Analytics believes by not leveraging subscriber data in mobile advertising, operators are missing a strategic opportunity to play a role in the growing $100 Billion mobile advertising ecosystem. Transparency, precision and verifiable audience data across multiple platforms (mobile, broadband, TV) are critical attributes which operators should promote. This report defines the opportunities and challenges for MNOs and provides recommendations on how they should proceed in this sector. We categorize operators in this report, which include Sprint, SingTel, Telefonica, Telenor, Sprint and Verizon as either, Transformers, Ad-Tech Players, Data Providers, or Cry Babies based on their approach.

Table of Contents

4.1     Data and programmatic advertising  13

4.2     Why is MNO data so valuable for advertisers?  13

4.3     Just how valuable is MNO subscriber data?  14

5.1     Limited revenue opportunity  19

5.2     Negative brand impact 20

5.3     Data protection and privacy regulations  20

5.4     Cross network and device perspectives  21

7.1     Ericsson  25

7.2     Sprint Pinsight Media  25

7.3     SingTel’s Amobee  26

7.4     Smartpipe  26

7.5     Telefonica Digital Advertising  27

7.6     Telenor 28

7.7     Verizon  28

8.         How Can We Help You?  29

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