Telefónica has signed a deal with Datami that will see sponsored data offered to its entire customer base.

The two companies have been working together since August last year and Datami’s platform, which combines mobile marketing techniques with customer data from Telefónica, is now active in nine countries.

Brands including ifood, Mercado Libre, Netshoes and Privalia are already targeting Telefónica customers in countries such as Brazil.

US-based Datami was founded in 2013 and counts telcos among its investor base.

It claims its offering drives customer engagement for brands and boosts operators’ emerging mobile marketing businesses.

Consumers, meanwhile, have their concerns over the mobile data costs associated with content consumption “removed”, according to the vendor.

Alongside sponsored apps and video content, Datami also offers data rewards through which customers get free data in exchange for downloading an app.

Harjot Saluja, CEO of Datami, said: “Few operators are able to bring this kind of scale to such a ground-breaking project, and the dynamism shown by

Telefónica’s advertising group has absolutely matched that scale.

“We look forward to deploying a greater variety of sponsored data and data rewards use cases throughout Latin America and Europe.”

MVNO Tesco Mobile, in which Telefónica owns a 50 percent stake, launched the UK’s first sponsored data offering last June.

However, it worked with Australia-based company Unlockd on its offering.

Read more: Sponsored data has failed, here’s how to make it work

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