How can O2 monetize the customer action data within their network while protecting customer privacy?
“The Digital Advertising POC has been brilliant, both from a Product Solution perspective as well as on the operational side, we have been able to quickly test it in-market and are already thinking about future improvements/iterations.”
Campaign Managers at media agencies spend many hours analyzing third-party cookie-driven data to select the appropriate media inventory for big brand advertisers, spending millions of dollars buying impressions in bulk. It’s a competitive business, yet the one thing all these bids have in common is the buy-side decisioning intelligence they are using.
Campaign Managers cannot deliver distinctively different media strategies when they rely on the same data to solve the same media placement problems. With the death of third-party cookies forecast, the challenge is finding new buy-side insights.
O2 knew the data they held on consumers’ digital behavior could unlock a significant competitive advantage for advertisers and reduce the reliance on third-party cookie-driven insight.
Now, the O2 Motion team wanted to commercialize this data further by enabling 3rd party brands to tap into the value of the insights while protecting and respecting consumer privacy.
What fun and what an honor to host a fireside chat with Professor Jose Luis Nueno of IESE Business School and Merkle CTO Matthew Mobley! In brief, he discussed the intense pressures already hurting traditional retailers in the EU and US before the Covid-19 pandemic, which had resulted in falling revenue. Now weakened further by the pandemic, they face tough challenges adapting to the new normal.
Join us at the Intent HQ 4th IESE Congress in Barcelona. Explore the transformative impact of AI on consumer loyalty and loyalty programs. Reserve your seat now to gain valuable insights and network with industry experts.
Intent HQ unlocks hidden customer insights that activate more effective campaign targeting and provide a better customer experience.
As artificial intelligence becomes an integral part of our lives, a new frontier called Edge AI is emerging, promising to enhance AI capabilities even further.