By Seb Joseph

How does an online media player get closer to offering advertisers a more accurate view of consumer behavior that Facebook and Google boast? In the case of AOL, it strikes a deal with O2’s Weve to offer hyper-targeted campaigns it claims would be too niche on the “the behemoths of search and social”.

The arrival of anonymised first-party mobile data from outside the media owner’s products is tipped to swell its stance on the post-cookie battleground where very few players have high quality, persistent ID data. And for those that do offer that sharper targeting, often “clients end up being pushed Read full story ›

Source: The Drum