It appears that one of the main stumbling blocks is a lack of consistently reliable analytics data which advertisers can trust as they build targeted campaigns. If, for example, advertisers were able to get aggregate analytics data, it would help them see consumers at an industry-wide level as opposed to just seeing users through each operator’s network. Aggregate subscriber data coming from cooperating operators would help promote a much more compelling proposition for advertisers which would benefit the entire industry.
Learning from history
History has shown us that collaboration within the mobile industry can be difficult even during the best of times. Indeed, instances of collaboration have occurred only under the threat of regulation. But, if the industry were to come together to agg
regate a unified data picture for media buyers, it could really be the tipping point for the mobile advertising industry. Such collaboration doesn’t preclude fierce competition. Operators can still use detailed analytics insight to promote their network to media buyers, and could also differentiate on the levels of targeting they provide. Operators will need to invest heavily in analytics to build detailed insights into their customer base, as this will ultimately be the mechanism to attract advertisers and generate revenue in the long term.
It’s just about finding the line where collaboration will be important to make the case to the whole of the industry, while still using detailed analytics for competitive differentiation.
Openwave Systems is a global software innovator delivering context-aware mediation and messaging solutions that enable communication service providers and the broader ecosystem to create and deliver smarter services. www.openwave.com
Is industry collaboration really possible?
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