Advertising Age has reported that marketers and agencies are testing “never-before-available data from cellphone carriers that connects device location and other information with telcos’ real-world files on subscribers”.
According to the report, the services offered include “real-time heat maps showing the neighbourhoods where store visitors go home at night, lists the sites they visited on mobile browsers recently, and more”.
Many firms are involved in the project, including mobile carriers like Verizon, Sprint, and Telefonica, and big IT companies like SAP, IBM, and HP.
The project, Advertising Age said, is seen as a new revenue stream for mobile operators which are under pressure to show growth.
The full report is available here: The $24 Billion Data Business That Telcos Don’t Want to Talk About