Telefónica partnership enables TfL advertisers to use O2 customer data

Telefónica partnership enables TfL advertisers to use O2 customer data

Telefónica UK’s partnership with Exterion Media will allow advertisers to obtain anonymised data from O2 customers travelling with Transport for London (TfL).

Telefónica’s Smart Steps Solution will be used to processes the ‘big data’ created by the mobile network, which will then be analysed for trends and patterns to understand consumer behaviour. Exterion can then use the data to create targeted advertising on the London Underground.

The data will enable advertisers to identify how people travel, how often they travel and their mobile phone and web activity. The companies state that Smart Steps will ‘help understand audience behaviour and population movement at an aggregated level.’

Exterion claims that the data will be ‘an excellent representation of the macro movements of the London population’ that will ‘set new benchmarks’ across global transport, enabling Transport for London to deliver ‘imaginative experiences’ to tube passengers.

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