Telefónica Digital and US-based operator Sprint have announced a partnership focused on growing scale in the mobile advertising space.
The two partners said they will “explore efficient ways of providing global advertisers and agencies with new and easier options to plan multi country mobile campaigns”.
There are no precise details as yet, but in a statement the operators said they wanted to offer “targeted advertising” to global brands via “a portfolio of impactful advertising formats that are powered by deep customer insights”.
Sprint’s involvement will come through its Pinsight Media+ subsidiary, which already uses anonymous information about the way customers use their mobile device to provide targeted ads.
Simon Birkenhead, director of Global Advertising Sales at Telefónica Digital, said the partnership would make it easier for global brands to gain access to global audiences, “no matter where they reside”.
Mike Cooley, vice president of New Ventures at Sprint, added: “This agreement fulfills a need in the advertising market for meeting the mobile advertising requirements of global brands.
“Through this alliance, we are seeking to efficiently expand our capabilities to deliver mobile marketing solutions for US-based advertisers into Europe and Latin America, while Telefónica Digital aims to do the same for their regional customers in the US.”
The partnership will create one of the largest mobile advertising alliances in the world, according to the firms.
Between them, Telefónica and Sprint have 370 million mobile customers across the US, Europe and Latin America.
The two firms said their intention is grow further in scale, particularly Asia.
“Building cross-operator cooperation is becoming increasingly important in a sector where scale matters,” the statement continued.
“Telefónica is committed to further partnerships in order to meet the needs of global advertisers.”