Summary
- Ad tech company Infomo looking for unique offering in crowded space
- Current services connect telcos and advertisers
- Company conducts intangible asset audit
- Sees untapped potential of data inside telcos
- Develops new service that adds 15% margin to advertisers’ ROI
Client Introduction
Intangible asset audit reveals opportunity to build sector-changing advertising technology
The Problem
Tech giants like Google and Facebook have dominated digital advertising for decades. This monopoly means marketers grapple with limited transparency and fragmented data sources, leading to inferior insights and other inefficiencies.
Although telecoms facilitate raw data at the source of internet traffic, they have struggled to monetise that data effectively due to laws, privacy concerns and other complexities.
The Solution
An EverEdge audit on intangible assets revealed for Infomo that the ad sector was focused on data pools but ignoring the “data pipes” controlled by telcos. Infomo rewrote its entire digital ad tech to operate within the telco ecosystem instead.
The company developed an identity management system that eliminates reliance on third-party cookies and ensures all data stays securely within the telco infrastructure, adhering to stringent privacy laws. It also built a demand-side platform (DSP) for advertisers that worked like a share market.
This innovation allowed telcos to monetise individual impressions rather than relying on bulk data sales. It also gave advertisers access to deeper data about customers.
Results & Benefits
Infomo’s innovation unlocked a new revenue stream for telcos by transforming their raw data into actionable insights and ad opportunities. Its AI-driven segmentation, thanks to highly precise audience targeting, increased advertising margins by 15%.
Infomo is now offering the system in a dozen countries across the Asia Pacific.
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