Mobile marketing and insights provider Weve, which is part of O2, has launched a partnership through Axonix’s technology with leading independent advertising technology platform AppNexus, to drive more effective highly targeted digital advertising through the AppNexus platform.
Weve will use Axonix’s technology to anonymise its first-party data and link it with the AppNexus platform, while retaining control of the underlying data and continuing to manage consumer marketing preferences.
The partnership will allow publishers, advertisers, agencies and advertising technology providers to take advantage of Weve’s programmatic offering to access its first party, verified and anonymised telecom-based data. Users will then be able to gain unique audience insights to execute digital advertising in a more targeted and relevant way.
This comes as Weve broadens its existing range of digital advertising services to focus increasingly on data-led programmatic advertising, a move echoed across the industry, which saw 60% of total UK display advertising traded programmatically in 20151.
Commenting on the partnership, Tom Pearman, Commercial Director at Weve said “As we evolve the Weve business in line with an increasingly data-led and programmatic media industry, we want to focus on offering customers a variety of services that enable them to execute the most engaging and sharply targeted campaigns for their key audiences. Weve has always had access to some of the best mobile insights in the market, and this partnership is an important step towards our goal of providing even more great programmatic offerings to the industry.”
“The combination of data-driven campaigns and high-quality inventory is what wins in today’s growing programmatic market. In order to compete, marketers need audience data at the core of their strategy,” said Nigel Gilbert, VP Strategic Development EMEA, AppNexus. “We are pleased to partner with Weve, as they use our real-time decisioning platform to provide mobile advertisers with valuable insights that drive efficiency and success.”
1 IAB / PwC Digital Ad Spend Study 2015
Weve is a leading provider of mobile marketing and insight services in the UK and is part of O2. As the only telecommunications company supported media owner, Weve has unique access to first- party, verified data and cellular location data, enabling the most accurately targeted and flexible mobile advertising in the UK.
All Weve services are underpinned by intelligent data analytics, providing real human insights based on human behavioural insights. This allows for the creation of bespoke target audiences, analysis of campaign performance beyond the click and detailed insight into a brand’s potential and existing customers.
All O2 news release can be accessed at our website: www.o2.co.uk/news
O2 is the commercial brand of Telefónica UK Limited and is a leading digital communications company with the highest customer satisfaction for any mobile provideraccording to Ofcom. With over 25 million customers, O2 runs 2G, 3G and 4G networks across the UK, as well as operating O2 Wifi and owning half of Tesco Mobile. O2 has over 450 retail stores and sponsors The O2, O2 Academy venues and the England rugby team. Read more about O2 at www.o2.co.uk/news.