AOL UK & Weve join forces in mobile insights alliance

Weve Insights integrated into AOL offering gives advertisers unique and improved segment data targeting at scale.

Today, mobile marketing and insights provider Weve, which is part of O2, and AOL UK announce a new strategic alliance through Axonix’s technology, to help advertisers target and reach customers better. Weve Insights will be integrated into all of AOL’s media properties and the ONE by AOL programmatic platform using Axonix technology, which will allow AOL’s, advertisers’ and Axonix’s verified, first-party data to be combined to provide unique targeting opportunities at scale, modelled on over 16m Weve customers in the UK.

Weve will use Axonix technology to probabilistically model its first-party data and link it with the ONE by AOL platform, whilst retaining control of the underlying anonymised and aggregated data and continuing to manage consumer marketing preferences.

The endeavour brings together the power of Weve’s first-party, verified, telco-based insights with the strength and scale of AOL’s data segments including AOL’s mobile advertising software development kit (SDK). This gives advertisers probabilistic and Nielsen verified data to power highly accurate demographic, behavioural, and location targeting, as well as powerful insights and analytics that shape creative campaign strategies.

Gavin Johnson, Commercial Director, AOL UK said: “This relationship allows us to offer enhanced, accurate targeting at scale, through triple-play data insights and audience verification. When you overlay these valuable sets of insights across our own programmatic ONE by AOL platform and media brands like The Huffington Post, Engadget, Build, MAKERS and the Microsoft portfolio, it presents a unique and powerful proposition to the market; an excellent alternative to the behemoths of search and social.”

Commenting on the relationship, Tom Pearman, Commercial Director at Weve said, “As we evolve the Weve business, we’re focused on providing access to some of the best mobile insights in the market. This is an important step towards our goal of providing even more great programmatic offerings to the industry. Weve Insights are powered by the largest modelled telco-verified data set available in the UK, offering an unparalleled view into the lives and routines of the people that brands and agencies want to reach, both in the online and offline world.”

Simon Bailey, CEO, Axonix said: “We believe Weve Insights ensures we meet our core responsibility of respecting consumer privacy, whilst providing marketers with a unique mobile-first data product that can be traded fluidly and outside the parameters of a walled garden. This provides the UK market with the ideal mix of market leading media, technology and data.”

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