AT&T appears to be nearly closing the acquisition of AppNexus, one of the leading international advertising ad-exchanges. For the American telecommunications giant this operation represents a significant leap towards the advertising market and an opportunity to cash-in on the large volume of data they own. Telcos, in fact, own a great deal of first party data (relayed by users when activating the service) and can make it available to organizations operating in the data-driven advertising market, such as AppNexus, to enable crossing this data (i.e. gender, age, address of residence, payment trustworthiness) with navigation data so as to create increasingly accurate user profiles.
The online audio advertising market, that is, Internet audio adverts, in the United States reached 1.1 billion euros at the end of 2016 but nearly nothing in the non-anglo-saxon world, though this could completely change. With the ever increasing spread of streaming music offerings, through subscription models and, even more, free but with advertising, these spaces will be increasingly present to investors’availability. Additionally, a greater number of consumers tends to use mobile tools also without using the screen, thus boosting audio only communication: just think of audio texts in instant messaging systems, voice assistants, the use of headphones to make calls, listen to music, etc.
The internet collects 30% of advertising investments in Italy. For some years now measuring has become an online investment mantra, together with everything that rotates around it: indicators, KPIs, viewability, etc. The use of user data that more or less legally is collected by investors and advertising supply chain players, has enabled to fine tune online advertising campaign targets, raising the attention on spending only where there is the possibility of conversion.