US and Belgian operators’ collaborative approaches to digital advertising provide a model for others
"Advertising joint ventures can help operators to share risks, but more importantly, share data assets and capabilities to build stronger propositions that are more competitive than those of larger advertising companies."
Operators have known for a long time that digital advertising represents an attractive and expanding market, but they have struggled to address the opportunity. This article discusses how operators can capitalise on their customer data assets to gain exposure to this market growth in a relatively low-risk way.