The Value Of Telco Data; Ad Blocking Doomsday

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.

Techtonics

Ad Age’s Kate Kaye covers recently accelerated efforts by telcos to monetize the vast mobile audience data they’re sitting on. Verizon, Sprint, Telefonica and other carriers are licensing those data sets for use on platforms run by SAP, IBM, HP and AirSage, among others. “SAP’s Consumer Insight 365 ingests regularly updated data representing as many as 300 cellphone events per day for each of the 20 million to 25 million mobile subscribers,” she writes. According to 451 Research, the market for this telco data is expected to go from $24 billion this year to $79 billion by 2020. Read on.

2019: Ad Block Doomsday?

In an Adweek-hosted roundtable Q&A, Washington Post CRO Jed Hartman makes an ominous prediction about the tide of ad blocking. “If nothing stops the trend, it’s four years out when ad blocker usage meets average direct sell-through on large websites – nonprogrammatic sell-through – which tends to be the highest CPMs.” More.

Brand New Hub

The Twitter drumbeat continues. In its ongoing effort to get more brands to flock to Twitter with their ad dollars in tow, the has expanded its social listening analytics. Blog post. Dubbed Brand Hub, the tool aims to give advertisers a one-stop shop for insights on influencers, geo and demo data, competitive analysis and share of voice, or “TrueVoice,” as Twitter is calling it. It “offers a powerful way for advertisers to measure how their brand and advertising is resonating with customers in real time,” Andrew Bragdon, a product manager for revenue at Twitter, told AdExchanger. Twitter’s looking to prove that tweets leave an impression. More in Marketing Land.

Learning To Love Digital

Mondelez has cut its TV ad spending by almost half in the past five years, and digital has filled in most of that vacuum (though more experimental opportunities like in-store holograms get a look too). WSJ reporter Suzanne Vranica speaks with Mondelez CMO Dana Anderson on the implications of that shift. It’s an important reminder that from the brand POV, a lot of digital marketing is still in the process of seeing what sticks to the wall. Read it.

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