As controllers of first-party data, mobile network operators (MNOs) are able to play a key role in helping advertisers build and maintain a marketable userbase following the demise of third-party cookies and changes to Apple’s privacy policies. The digital marketing ecosystem waits to see whether they can rise to the challenge according to mobile marketing specialists, Upstream, who will speak at the MEF CONNECTS Digital Transformation 2021 virtual conference, running from 25 – 27 May.
During his keynote, Upstream’s Deputy CEO, Kostas Kastanis, will talk about the seismic shifts in the digital marketing landscape, including Google’s decision to abolish third-party cookies in 2022. Kastanis reflecting on what this might mean for advertisers, says, “The only way advertisers survive this is if they establish their own marketable user-base with first-party data. Mobile network operators, with their unparalleled reach and insights could become advertisers’ new best friends as they tackle the big task of building
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