Telefonica selects global mobile ad platform

In an effort to make mobile advertising campaigns more effective, Telefónica has awarded Amobee Media Systems a contract to deliver a mobile ad serving and campaign management platform across all of the mobile operator's 18 markets worldwide.

While many of Telefónica's European subsidiaries are already working with the Amobee system, the company's other mobile divisions will now implement the software to provide a common platform for agencies and advertisers wanting to monitor campaigns across multiple channels and markets simultaneously.

"Amobee is playing a vital role in helping us to monetise our assets and realise the full potential of mobile advertising, but not to the detriment of customer experience," said Tanya Field, director of mobile data at Telefónica. "Amobee's mobile ad platform leverages our existing user data for targeting, while providing advertisers and marketers easy access to our premium inventory to enable them to get their message across quickly, effectively, and globally."

According to Zohar Levkovitz, co-founder and CEO of Amobee, removing the friction for the media buyer is fundamental to the future of mobile advertising. "We enable operators to build profitable revenue streams from advertising while making it easier for marketers to utilize new, more engaging ways to target their audience globally."

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