Telefónica: when an operator uses the data of its customers to open an advertising platform

by bold-lichterman

Spanish operator joins forces to launch Axonix, an ad exchange platform

The Spanish telephone operator Telefónica and GSO Capital Partners – a subsidiary of the Blackstone fund – launch Axonix, a programmatic advertising platform (real-time bidding, editor’s note) based in London which will run on MobClix technology, a recently acquired solution. For now, three continents will be regions will be tested: the United States, Europe and Latin America.

Concretely, the Spanish firm wishes to increase and diversify its revenues by offering advertisers the opportunity to better target their mobile ads thanks to the data sent by its more than 300 million client customers (age, location, etc.). According to a study carried out by ZenithOptimedia, a subsidiary of Publicis, mobile indeed represented 13% of total Internet advertising spending in 2013, a figure which should rise to 28% in 2016, or $ 45 billion. A market that the operator does not want to let pass.

“Axonix is ​​created specifically for the mobile advertising industry […] to provide a central destination for advertising inventories enriched by an operator. We are proud to be the first telecommunications company in the world to own and power a mobile advertising exchange platform, ”said Stephen Shurrock, Director of Services and Digital Innovation at Telefónica. “Our immediate priority is to scale up quickly by attracting the best talent in the industry to the heart of London and partnering with leading brands, agencies, networks and publishers to deliver mobile advertising. very targeted, relevant and impactful, ”he adds.