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.
Customers today care more than ever about the values of the companies they do business with. They want to know the brands they choose are socially and environmentally conscious and will quickly vote with their feet if they think enterprises aren’t doing enough, or aren’t taking the issue seriously.
Marketing campaigns are won and lost on the accessibility and quality of the data companies have about their customers. On paper, telecom operators have a huge advantage in this area because no sector holds the same volume or variety of customer data. But are these firms really making the most of this?
At Intent HQ, we are at the forefront of navigating the complex terrain of AI biases, a critical aspect that shapes the future of fair and equitable AI systems. In our endeavor, we understand that AI’s transformative power hinges not just on its technical prowess but on its ethical application. This commitment aligns with our broader mission: to turn vast, unstructured data into actionable insights, ensuring privacy and security remain paramount.
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.