Operator digital advertising: case studies and analysis

Author - Inigo Barker

"Moves by Apple and Google to reduce the supply of actionable third-party data for advertisers puts first-party data holders (such as telecoms operators) in a strong position to make inroads in advertising."


Digital advertising is attractive to operators because of the associated projected revenue growth, but recent operator exits from this market suggest that operators should be cautious. Both the extent to which operators are seeking involvement and the areas in which they are competing vary substantially.

Key questions answered in this report.

  • What is digital advertising and how does the value chain work?
  • What are the opportunities for telecoms operators and in what ways can they get involved?
  • What are the different approaches being pursued by operators that have some exposure to digital advertising?

The following companies are included as case studies.

  • AIS
  • Axiata
  • Comcast
  • Singtel
  • Telkomsel
  • Turkcell
  • Vodafone
  • Verizon

Operator digital advertising: case studies and analysis

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A mobile virtual network operator (MVNO) is a mobile operator that does not own spectrum or have its own network infrastructure. An MVNO has business arrangements with traditional mobile operators

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