Through AppNexus’ programmatic media buying platform, Weve will deliver more effective, highly targeted digital advertising.
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
“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.