Telecoms companies are increasingly targeting the £ ##5 mobile ad spend market , with Ericsson , Smartpipe and start - ups like Zeotap and Cinarra Systems each launching their own mobile ad platform . “Without scale, [telcos] are going to struggle,” Taj told AdExchanger. The carriers will focus on customer data that can be used to segment people based on their location and activity . However , the introduction of the European General Data Protection Regulation in 2018 will enforce the stringent privacy rights of carriers ' customers . Additionally , carriers will need to partner and share data core to their profitability in order to compete with the scale of data offered by internet giants Google , Facebook and Apple .
Telecoms companies are increasingly targeting the £ ##5 mobile ad spend market , with Ericsson , Smartpipe and start - ups like Zeotap and Cinarra Systems each launching their own mobile ad platform . The carriers will focus on customer data that can be used to segment people based on their location and activity . However , the introduction of the European General Data Protection Regulation in 2018 will enforce the stringent privacy rights of carriers ' customers . Additionally , carriers will need to partner and share data core to their profitability in order to compete with the scale of data offered by internet giants Google , Facebook and Apple .