By Seb Joseph

​Telefonica wants to become a force in the $100bn mobile advertising market, but has ruled out embarking on an adtech feeding frenzy to make it a reality, a decision born out of its deference to oncoming data privacy rules, instead favouring a series of partnerships.

It might sound counterintuitive for a business to rule out growing the number of ways it can profit from its biggest asset – its one-to-one transactional relationship with users – and yet the telco thinks its ad exchange Axonix is enough.

This is a slight departure from the earlier aggressive efforts of its UK Read full story ›

Source: The Drum