Telecom at core of
privacy-first digital economy

«First-party data is key in a new era for digital advertising.»

Deloitte Digital

Most companies cannot see more than half of their customer interactions, according to a

Deloitte study

"Research tells us that organizations that leverage customer behavioral insights outperform peers by 85 percent in sales growth and more than 25 percent in gross margin."

McKinsey & Company

"Marketers must be ready for what's next: staying ahead of platform changes due to third-party cookie deprecation and tightening global data regulations."

BCG

Programmatic now represents the vast majority of digital display spend, according to a

PwC study

"Safari audiences attract 60% lower CPMs on average compared to cookied Chrome traffic."

AdExchanger

Precision in ad delivery is becoming the new currency of marketing effectiveness, according to a

Deloitte study

Without stable identifiers, advertisers lose the ability to understand user journeys, control ad exposure, and measure outcomes across the open web, according to

IAB report

Firms must reinvent e-commerce into a model that deeply integrates online and offline engagement and places digitally-driven commerce at the centre of their operations, according to

McKinsey & Company

"Offline and online data is typically hard to combine due to a lack of shared identifiers. Offline transactions tend to be recorded as anonymous, leaving any chances to connect both worlds far behind."

Vaimo

“Addressable TV advertising allows for the serving of targeted ads to specific households or users, marking a significant step forward in achieving cost-efficient reach and frequency for advertisers.”

CIMM Study via Newscast Studio

“Inaccuracies in IP-to-household data can erode advertiser confidence in its reliability for audience targeting, attribution and measurement.”

CIMM Study

“Retail media networks are booming. Our research finds 73% of advertisers anticipate spending more on RMNs in the next 12 months, with RMNs capturing an estimated 10 to 15% of total media spend.”

McKinsey & Company

41% of advertisers feel RMNs lag behind other channels in measurement capabilities. Inconsistent standards, fragmented methodologies, and limited transparency make it harder for brands to compare performance across multiple networks, according to the

IAB report

AI chatbots and virtual agents are becoming substitute answer engines, reducing reliance on traditional search, according to

Gartner

“Perplexity steps away from its advertising goals without measurable monetisation results.”

eMarketer

"The evidence “appears to show that advertising and marketing influences gambling in adults and, to a lesser extent, children and young people.”

Public Health England report (House of Lords Library)

Lack of consistent user identification across platforms makes enforcing category restrictions extremely challenging, according to the

World Health Organisation report

"The global A2P messaging market size was estimated at USD 74.27 billion in 2025, and is projected to reach USD 125.79 billion by 2033, growing at a CAGR of 7.2% from 2026 to 2033."

Grand View Research

A2P SMS is becoming commoditised, forcing operators to seek new business models beyond simple termination fees, according to

Juniper Research

To unlock new value, telcos are moving beyond connectivity and entering the advertising ecosystem with proprietary DSP offerings, according to a

BCG study

Most operators cannot offer deterministic identity at scale outside their own network footprint, limiting the value of their DSPs, according to a

GSMA study

"Customer churn is a significant challenge since acquiring new customers costs five to twenty-five times more than retaining existing ones."

arXiv research

The longstanding telecoms’ ability to differentiate products and services based on handset selection and network quality is disappearing, according to

McKinsey & Company research

Telcos are leveraging their data from multiple business units (media, retail, financial services) to build advanced analytics businesses, according to a

McKinsey & Company study

“The GDPR does not recognise the group as a separate data controller. This means that intra-group data transfers are not automatically legal.”

ISiCO

"There is a growing adoption of regulation which conditions (or prohibits) the transfer of data across borders, and/or data localisation measures which mandate that data be stored or processed domestically."

OECD

“Without a shared and interoperable infrastructure, many data-assets stay isolated in the hands of single organisations or sectors, limiting cross-domain value creation.”

Smart Data Forum

"The objective of the European data strategy is to make sure the EU becomes a role model and a leader for a society empowered by data. For this, it aims at setting up a true European data space, a single market for data, to unlock unused data."

European Commission

“Specialised data intermediaries that are independent from both data holders and data users can have a facilitating role in the emergence of new data-driven ecosystems independent from any player with a significant degree of market power.”

European Commission