Carriers are beginning to see the benefit of aggregating data on their users to improve mobile advertising and marketing.
“We see carriers recognizing the value proposition of data collection for targeting to all stakeholders, advertisers, publishers and consumers. Of course carriers are being very careful about how this data will be used — but I can tell you two of the biggest carriers are introducing platforms to make this possible as early as next quarter…The next step — which is more gradual — is to integrate more and more information about age, gender and income to relate to behavior. This will entail the evolution of a more opt-in-oriented model, where it’s transparent to consumers how their data will be used, but the motivation is there to make that happen.”
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